Ad of the Day: December 11 (Wellington)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Clemenger BBDO
  • Location: Wellington
  • Client: New Zealand Transport Agency
  • Name: Local Legends
  • Category: Film
  • Why I like it: Engaging storytelling, with a purpose. It’s simple as that. The characters here are so richly painted, so quickly…it’s as if there is a full, real universe happening around these people, and we just happened to get a peek at a 2 minute sliver of it. It hooks you from the beginning, and it delivers the message with exactly the proper tone. By the way, anti-drunk driving might sound like an easy assignment, but when you get into it I’m sure you’ll find that it has been already done a million different ways, and most of them flop. And yet this client/agency combo has been doing exceptional work for the last few years (look them up,) always hitting the right tone in a fresh and different manner. Pretty amazing. 
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Ad of the Day – April 21 (Auckland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: FCB
  • Location: Auckland
  • Client: A.S. Colour (clothing store)
  • Name: A.S. Colourmatic
  • Category: Ambient
  • Why I like it: For all the undeniable promise of technology, it’s still somewhat unusual to see a high-tech installation that closes the loop so well. Far from being self-obsessed with the technological “wow” factor, this one is based on a real insight in the category (we all default to the same neutral, boring colors) and puts the technology to use to change that behaviour. Of course what is most crucial is that this happens at the store, and so the fun moment is connected with a compelling opportunity to buy. And thus the loop from insight, to action, to sale is closed. Solid!

 

Ad of the Day – January 9 (Wellington)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Clemenger BBDO
  • Location: Wellington, New Zealand
  • Client: NZ Transport Agency
  • Name: Mistakes
  • Category: Film
  • Why I like it: If you’re going to manipulate my emotions…at least do it with flair. If you’re going to hit me hard with a serious message that dampens my mood and leaves me thinking…at least hit me from an angle I haven’t been hit from before. Boy, does this ad deliver. It manages to capture on film the horrible split second of regret, confusion and foreboding that surges through your mind before an accident. The next-to-last shot (where he looks at the son) is devastating, and leaves you reflecting without having to preach. Effective, innovative, and sure to be award-winning – coming at us from New Zealand.

 

Ad of the Day – October 22 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Draftfcb
  • Location: New York
  • Client: Jamaica Tourism
  • Name: Valentine’s Day
  • Category: Activation
  • Why I like it: Socially Activated Nano-time Digital marketing…gotta love that! It’s an interesting idea, taking technology so far forward that the breakthrough idea becomes…going backwards to the analog. It’s useful to the consumer (you send a public message to a loved one in an innovative way), it integrates the brand in a central and credible way (the message is on the very sands of its beaches, can’t get closer than that!), and it’s delivered with a healthy dose of tongue-in-cheek, .laid back humor. A lovely little piece of digital/sand media. Congrats to my ex-colleague Gary in New York for this one!

Ad of the Day – September 30 (Auckland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Saatchi & Saatchi
  • Location: Auckland
  • Client: Tui (beer)
  • Name: Always something brewing
  • Category: Ambient, web film
  • Why I like it: Just plain fun. Over 2 million views in a few days. Considering that the population of New Zealand is a little over 4 million…I’d say that’s a job well done as far as reach:) Everyone loves a good hidden camera prank. However, what makes this one a little different is that it doesn’t rely exclusively on the “victim” and his reaction…most of the joy here actually comes from seeing the childish, barely restrained glee among the friends that set up the prank! It’s like that feeling in a surprise party (the guest is about to come in…the lights are off…keep it silent…almost here…) you can’t help but to feel a thrill of youthful excitement and joy, and this is what comes through in the video – very contagious! It’s got replayability, and it’s definitely shareable. I think they stumbled a bit on the branding (it should have been much more prominent), but nevertheless I’m a fan. Today is Monday, but it’s the eve of a week-long holiday in China…so a lighthearted beer video is quite fitting!

Ad of the Day – September 6 (Auckland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Saatchi & Saatchi
  • Location: Auckland
  • Client: Telecom
  • Name: Snap out of your prepaid daze
  • Category: Film
  • Why I like it: Hard to get through this one without smiling. Nine out of ten times, silliness comes off as silly, or as trying too hard. On this one, it hits the mark, because the visual gag is so well linked with the call to “snap out” of your bad habits. So kudos for taking a very simple idea and a very simple production…and making something special out of it, by doubling down on the silliness and really going for it. And a word on the musical track, which amplifies everything by a couple of factors: how is it that an agency in New Zealand, working on a telecom ad, filmed in the streets of Auckland…decides to go with a Caribbean-infused Spanish language track? I have no idea…but it’s one of those delightful surprises that creativity gives us, if we allow it to. It’s not logical, it’s not relevant, it doesn’t reflect reality, and yet it completely…works…somehow! Very inspiring.

Ad of the Day – September 13 (Wellington)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Draftfcb
  • Location: Wellington, New Zealand
  • Client: New Zealand Herald
  • Name: “150 years”
  • Category: Film

Why I like it: To mark the 150th anniversary of the newspaper, this film tells a story in a way that has never been done before. Extremely cool in two ways 1) Innovation in execution is sometimes overlooked, but it is a surefire way to generate major attention. This is not about about having a great idea, or even executing it in a great way…it’s about executing your idea in a way that is incredibly unique. It creates a shortcut in your brain that equates this uniqueness with greatness. Of course, the benchmark is high: you pretty much have to do something that has never been done before, otherwise it won’t pass the test. But if you do, you get rewarded with positive perceptions even before taking the idea into account – almost as a “reward for extra merit” solely on originality. 2) If you accomplish all of that, good for you. But the real holy grail is if you accomplish it in a way that is uniquely wedded to the brand/product. That’s the home run, the golden ticket! This same executional device, used to advertising a car or an airline, would have been…pretty neat. The uniqueness makes it stand out. But…used to commemorate the anniversary of a newspaper, and done in the newspaper’s own printing press…well that’s just magic. 

Ad of the Day – June 5 (Auckland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Colenso BBDO
  • Location: Auckland, New Zealand
  • Client: New World (supermarket chain)
  • Name: “Lucky day”

Why I like it: Aww I just love this ad with every molecule in my body:) Really, it warms my heart. This is advertising at a very high level, but let me try to explain what are some of the elements at play here: Great design (typeface at the beginning), great music, great editing (those little clips spliced in are the difference between formulaic slice-of-life and “just-awesome”), great insight, great subtle branding (part of the story, not an interruption of the story), great acting, great story, great twist. It’s sooo not easy to do this, but the thing is that most don’t even try. For a supermarket ad, it’s often about the sale, or the selection, or whatever cliche that sails by unnoticed. You need to tell a story that people want to see, a story that lowers the anti-advertising-filters of the mind and allows your branding message to be delivered. When properly done, like here, it’s like a Trojan Horse that people are happy to allow into their attention span. Brilliant work from a pretty brilliant agency in New Zealand. (Bonus second spot is below, just as good but maybe a teensy bit saccharine for my taste.)

Ad of the Day – March 15 (Auckland)

Your daily dose of advertising awesomeness from around the world!

UPDATED BELOW WITH THE PRINT ADS – DEFINITELY WORTH A READ TOO!

Today’s pick:

  • Agency: Colenso BBDO
  • Location: Auckland
  • Client: Export Dry (beer)
  • Name: “The Wine is over”

Why I like it: This rocks my world. It’s funny as hell, yes. The casting is top-notch: I mean those hairstyles? C’mon, they are awesome! The aesthetics of the film are very washed-out retro-cool. (It actually reminds me very much of the Argentine aesthetic – I feel like in style and tone this ad could totally have come from Argentina, what do you Argie readers think?). The writing and the pacing is really well done. But above all…it’s all based on a really great, new insight: that plenty of men a times feel pressured into giving up beer in favor of wine, yet they long for the old comfort of the brew they truly love. I hadn’t seen this in beer advertising before, and it’s the type of thing that stands out, especially in a field where you’d think there’s not much new to discover! New Zealand might be a small country, but there are a handful of shops doing truly world-class stuff. Fantastic!

   

Ad of the Day – Oct 27 (Wellington)

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: Clemenger BBDO
  • Location: Wellington, New Zealand
  • Client: NZ Transport Agency
  • Name: “Legend”
  • Why I like it: I give it high scores for tackling a difficult challenge with the right, subtle touch. When talking to teens about anything, authenticity is about the most important thing you can have. And it’s especially hard to hit the right note when you’re talking to them about booze, drugs & sex. Most often it comes off looking like the effort of hopelessly out-of-touch old people. This one, I thought got the tone quite right. Not over the top, but not underselling it either. The right dose of humor, a good execution, and great casting and acting. Yesterday our Ad of the Day was from Contrapunto BBDO, today it’s another agency in the hyper-creative BBDO network, but exactly on the other side of the world.. Well done, Kiwis!
via @copyranter