Why I like it: Despite all the eye-popping breakthroughs of today’s audiovisual technology, we are often reminded that simple, old-fashioned, analog nature is a thing of unique wonder and fearsome power. And when you’re given a brief to sell a “product” as unique as nature itself, sometimes there’s no need to elevate it, or present it in abstract manner, or get very technical, or innovative, or fancy…just show it. That’s how special it is…just show it. It’s great that the creative team behind this was able to recognize that less can indeed be more. The clever writing is a nice complement and gives the ad texture, but really from the initial shot of the sandstorm, the viewer is hooked. A gripping start, great images and writing to sustain the attention, and the point is driven home decisively as our brave cameraman stumbles around in the storm. Elegant, understated, but very powerful. Just like the product.
Why I like it: Gold Lion winner last week, and one of the audience favorites (most likely because this one hadn’t been seen to death. They project the gold winners on the big screen, and it was the first time I had seen it, at least.) Funny, engaging, memorable fantastic use of soundtrack, crystal clear communication of benefit…all the basics are really well covered, and you walk off with a great feeling for this car, right? Yet, observe: the car is ridiculed for the first 43 seconds, and then shown in a positive light for only 3-5 of the final seconds! This probably breaks every by-the-book rule of car marketing, it’s probably the greatest fear of the classically trained marketer, it’s not in the best practices guidebook, it probably was not liked by a panel of focus group attendees, it’s one that makes the board room uncomfortable…right? And that is why it works. That is what it takes. In a crowded category, when others zig, you must zag. Follow the rule book, and you’ll have a perfectly solid, entirely forgettable result. Who dares, wins. Will you dare?