Why I like it: This one ticks all the boxes for a web film that aspires to go viral, doesn’t it? As outlined in a previous post, I’d propose these keys are: replayability, brandability, and sharability. It’s a familiar construct (candid camera), yet different in how far they push the envelope with victim reactions. You can’t help but watch it again just to see their shock and fright as they recoil backwards (either these people are amazing actors, or they were genuinely horrified!) Of course the brand plays a central role – (it’s basically one long product demo, flawlessly showing off the product’s high-definition promise.) And because it’s something we haven’t seen before, you want to be the first to share it. There’s a question of limits…does it cross the line of good taste? If it doesn’t, it goes right up to it, and maybe puts a toe over it. Personally, I feel so bad for the victims that it puts a damper on the whole thing. But, considering that this has more than 7 million views in less than a week, coming from a country with a total population of 17 million…you’ve got to say “mission accomplished” to the folks down in Santiago. Well done!
Your daily dose of advertising awesomeness from around the world!
Client: La Red (new tv network)
Name: “Let’s change our face”
Why I like it: To have an “ass face” is a widely popular colloquial expression in South America, it’s used to describe those in a bad, sour mood. (as in “Don’t talk to Juan, he’s got a terrible ass face today.”) The joke was given away early on this one, yet I remained hooked until the end reveal because of the cultural trigger-point (South Americans will “get” this ad in 2 seconds), the engaging musical score, and the full commitment to the execution of the idea (they really went for it without apology: it was great how all the different ass faces had their own hair styles and personalities!) Best of all, it sets up the brand as the antidote, the one that can get us to change our face and get a new outlook. So let’s review: we have a clear message, a positive and central role for the brand, and a catchy hook that will grab the attention and get viewers sharing. Perhaps good enough to rid some of us of our ass faces this morning?
Name: “Salgamos Jugando” (a soccer expression meaning something like “let’s control the ball”)
Why I like it: If you are a fan of soccer/footbal/futbol/futebol, you don’t like this ad, you love this ad. It is filled with little visual “easter eggs” that keep popping out each time you view the tvc (the first time you’ll miss some of it, so watch it again!) This ad, made to announce Cristal’s sponsorship of the Chilean national team, captures a lot of the visual cliches of soccer and applies them to the popular “buddies-in-a-bar” setup, with hilarious effects. Really well done…one of those that make you laugh “because it’s so true!”.
Now…a whole separate paragraph is needed so we can have a conversation about the music. The song makes the ad, from second 1 onwards. No matter how good the rest of it is (and it is quite good!) the track is easily 60% of the awesomeness. Why then don’t we pay even more attention to music in the creative development process? Music is such a powerful shortcut to the emotions, yet so often the track is treated as something that is added on at the end, perhaps even by the production house/director. Are we under-using a tremendously powerful tool? I think so. Let’s push harder, people. I can imagine the account guy or the client saying “…are you crazy? ‘We are the Champions’ must be incredibly expensive! Can’t we just compose something with a similar feel?” The fact that it came out like this shows that someone along the line had the courage to aim high, and it shows in the result. Congratulations to the folks at Lowe Porta for the very first Ad of the Day from Chile!
PS – I’ve written before about the off absence of jingles in today’s advertising, Click here if you missed it.