Ad of the Day – November 5 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Vitro
  • Location: New York
  • Client: Asics (running shoes)
  • Name: Treadmill Challenge
  • Category: Experiential
  • Why I like it: How much mun! Different, eye-catching, timely, relevant and linked to the brand seamlessly. Just lovely. Of late I’ve seen quite a few experiential stunts where the only thing experiential about them is that they happen live in a mall or plaza, and what follows is some sort of muted interaction, often quite passive. We should push the envelope on the “experience” part of it, much, much further! Here they do. How many of the runners among us wouldn’t love to try this out? Either participating or viewing, what you walk away with is a true experience – the feeling of running at world-class athlete pace – and it’s not just a mental thing, it’s absolutely physical, you feel it in every muscle. This is great multi-sensorial marketing, and it leaves a mark.
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Ad of the Day – September 17 (New York)

Your daily dose of advertising awesomeness from around the world!

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To access, click here, or go here: http://www.youtube.com/user/virginmobileusa/blinkwashing

Today’s pick:

  • Agency: Mother
  • Location: New York
  • Client: Virgin Mobile
  • Name: Blink washing
  • Category: web video/stunt/experiential
  • Why I like it: How can you get me to interact for 2 minutes with a video that shares all the boring details of a US mobile phone service plan which I definitely don’t need? Tough challenge…but maybe this is the way we should approach all of our projects in today’s fragmented media market, where consumer attention is so hard to get and retain. In this particular case, Virgin Mobile succeeds by sharing the information in a way I’ve never seen before. I don’t even know what category to put this in, it’s basically a long-form video that you control by blinking (it’s tracked through your webcam – and it really works!) Very, very cool, completely immersive and engaging, and enough to overcome the huge hurdle of zero relevance (imagine if you were actually in the hunt for a phone plan?). Just a gentle reminder that, wherever we think the bar is set at in terms of storytelling and execution, there are teams of people somewhere already hard at work to raise it even higher.

Ad of the Day – August 15 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Amalgamated
  • Location: New York
  • Client: Ultimat Vodka
  • Name: “Stop Working. Start Drinking.”
  • Category: Viral video. Experiential.

Why I like it: Honest question: why don’t we all do more of these types of “stunts”? Is it that we actually DO do them all the time, but most of them are lame so they’re never heard about again? Or is it that we simply lack the awareness and imagination to even give ourselves this type of challenge as part of our briefings? I think in most cases it’s the latter, and if so – what a missed opportunity! This video is funny and endearing, it leaves you with a smile on your face and in return you lower your anti-advertising defenses and you become a little more aware of Ultimate Vodka. Where is the risk? At worst, the stunt doesn’t work and your event (which was going to happen anyway) goes off as planned, with some additional production cost. At best, your event goes off as planned, but instead of your brand reaching 200 people you reach those 200 live plus 2 million online! Humble proposal: instead of treating these as an ad hoc thing, from now on every single brief for an event/activation/promotion should contain an open invitation to pitch web video content with potential “virality”. It’s a no brainer: it gets creative juices flowing in a different direction, it’s aligned with how most consumers interact with media today, it’s relatively inexpensive, and the potential payoff is huge.

PS – by the way, the video about the stunt is almost better than the stunt itself. The case study video is becoming a creative art-form of its own: agencies slow to recognize this are at a disadvantage!

PPS – You know who is great at these types of smallish-stunts-made-great-by-an-awesome-video? The Brazilians and the Argentines. I’m kind of surprised that this is from NY, but I guess even in the US small shops are catching on to this great vehicle for industry recognition…

Ad of the Day – January 25 (Berlin)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Heimat Berlin
  • Location: Berlin, Germany
  • Client: Adidas
  • Name: “The Face of Marathon”

Why I like it: Building on a previous ad of the day for SAS, I’m organizing my thoughts on what makes a good digital tactic. I think it goes something like this: 1) It’s got to be all about a strong core idea (as measured by our 6 principles), not about the cool technology bringing you the message. 2)On the other hand, the tactic has to be only possible because of the clever use of digital…it wouldn’t work the same without it. Finally, 3)the core idea, brought to life in an interesting and contemporary manner, has got to be credibly linked up with the brand/product promise. In this case, I think they did a great job: I like the core idea of the broadcasting the pain, elation and a million personal thoughts in between that happen in a marathon. The execution through the head-cams is cool, but even more so is the live broadcast during the marathon. And finally, this all ties together with Adidas somehow and a story about meeting and surpassing one’s own boundaries, whatever they may be. Inspired work for Berlin to start your Wednesday!

 

Check out the web site below for more.

http://www.adidas.com/campaigns/angesichtdesmarathons/content/index.asp?country=en

Ad of the Day – December 14 (Sydney)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Three Drunk Monkeys (is there a better name for a small agency?!?!)
  • Location: Sydney, Australia
  • Client: Ice Break (an ice coffee drink)
  • Name: “Paul”
  • Why I like it: Somewhat reminiscent of the Carling Ad of the Day from a few days ago, this short video is an example of turning nothing (or close to nothing) into something interesting, fresh and inspiring, merely by really thinking, daring, and following through. The end result was very solid, inexpensive, buzz worthy and (importantly) well attuned to the personality of the brand. I’d bet there is a case study similar to this in every single agency around the world…just waiting to be uncovered and brought to life. Why not you? Cheers to the folks at Three Drunk Monkeys, coming to us all the way from Sydney!

Ad of the Day – December 9 (Cape Town)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Ogilvy Cape Town
  • Location: Cape Town, South Africa
  • Client: SAB (makers of Carling beer)
  • Name: “Darling to Carling”
  • Why I like it: This 2 minute case study is WELL worth your while. It’s a case study about how thinking harder, being ballsier, and committing to taking things “all the way” can have a huge payoff. Of course, beer is always ripe with creative potential – but between potential and fruition is the thinking and the doing. I won’t say more, just see it for yourself. And then kick yourself because last time your company did a similar sponsorship all you did was some t-shirts and a hospitality tent! Happy Friday, brought to you by the talented folks at Ogilvy Cape Town for our very first South African “Ad of the Day”!

Ad of the Day – Oct 18 (Paris)

Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

I can’t tell if this is an actual ambient “event” (I doubt it, although it would be great if it were), or just a short viral film. Either way, it’s the Ad of the Day.

Today’s pick:

  • Agency: Marcel
  • Location: Paris, France
  • Client: Contrex (mineral water)
  • Name: “The Contrexperience”
  • Why I like it: This one just reeks happiness. It’s funny, it seems very spontaneous, the participants are very into it, and the payoff and tagline credibly say something that links strongly back to the brand. I just thought it was really well put together. If this something that they actually pulled off “live”, then I give it an A+. If it’s just a filmed ad with actors, then a B+. Either way, it puts Contrex on the mental map, in a land dominated by Perrier and Evian. Keep pedaling, ladies!

Ad of the Day – September 15 (New York)

Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

A day of exceptions: this is not international (it’s from NY), and it’s not really an ad (it’s more of an ambient/experiential/PR thing). But I think it’s cool as hell and it inspired me. Click here to go to the Adfreak article where you can also find a short video.

Today’s pick:

  • Agency: Mother
  • Location: New York, NY
  • Client: Missoni
  • Name: “Marina”
  • Why I like it: It’s so outside the box you can’t even find the box. Yet it helps make the brand modern, interesting, different, and buzz-worthy (and during fashion week, buzz it all). I bow to you on this one, Mother.

Ad of the Day – September 13 (Argentina)

Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick is not an ad per se, but a 2 min case study for an “ambient” initiative

Today’s pick:

  • Agency: Ogilvy
  • Location: Buenos Aires, Argentina
  • Client: TED (the series of seminars/talks)
  • Name: “Spread the TED”
  • Why I like it: What fabulous creativity in getting the message out about TED! If you’ve been to Buenos Aires, you’ll know that these are some very credible and knowledgeable advocates. Check out the end of the video to see what is coming next – just as brilliant. I love the fact that this was done for such little cost, yet it’s so perfectly executed and has such as high potential ROI. Congratulations to the folks at Ogilvy Argentina, who are on a total tear of late!

Ad of the Day – September 1 (UK)

Every morning I go to adsoftheworld.com and other sites and look at 10 random ads (in any medium) from around the non-US world*. Then I post for you my Ad of the Day. Some days it will be awesome, some days it will be pretty weak. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Publicis
  • Location: London, UK
  • Client: Renault Megane
  • Name: “The Megane Experiment”
  • Why I like it: I love the imagination involved, the humor, the willingness to leap into the abyss embrace potential disaster, and then leveraging the results and making something of it. Very much in the Sasha Baron Cohen vein. This is not an ad, per se, but rather a 3 minute clip with an overview of an integrated campaign (documentary/experiential/press/PR, etc.) run by Renault. It’s really very funny to watch, and won a Silver Lion at Cannes this year. Well done Publicis, and well done Renault for having the balls to go through with it!