Ad of the Day: November 21 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: Canal Digital
  • Name: The Silver Hand
  • Category: Film
  • Why I like it: It’s amazing that this ad works as well as it does. Sure, there is a solid insight (fear of missing out), a simple creative idea, wonderful storytelling and deft use of humor, excellent pacing (they don’t rush it, letting the joke build over time), and a logical, welcome role for the brand (a scheduling service so you can catch your shows.) And yet…there are so many ways in which this could have fallen flat, or simply failed to take off. As with all things comedic, one degree off and it doesn’t work at all. Luckily for us they nailed it: somehow “the silver hand” becomes an instantly believable meme that ties everything ties together. Fun stuff. Have a good weekend, everyone.

 

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Ad of the Day: November 12 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: DMB (Bank)
  • Name: The 24 hour ad break
  • Category: Media/content
  • Why I like it: So great. An example of individual components meshing together to deliver a disruptive branded benefit. User generated content with advice is interesting, but not revolutionary. A benefit of 24 hour customer service sounds quite standard. Even a 24 hour media buy, which is quite unique, could come off as gimmicky if not backed up by a strong idea. And yet when put together, all of a sudden you’ve got a captive audience being served interesting and useful content which ties to your brand name and product offering, and the 24 hour format makes the combination incredibly disruptive (remember, if you’re not noticed, you’re not even in the game…). They probably blew their yearly media budget on this, so trying something so new must have taken heaps of courage. But the results speak for themselves.

 

Ad of the Day – September 4 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Freia Chocolate
  • Name: A little help of Norway
  • Category: Film
  • Why I like it: This chocolate represents a little bit of Norway…so how striking that they bring this to life so powerfully through a film set in…New York City! But therein the brilliance: sometimes the wistful absence of something can be felt much more powerfully than its presence. Alas, that’s why this ad should have ended at the 1:02 mark. The final scenes back in Norway, while nice enough, feel a little bit like someone lost their nerve during the script approval process, and asked to tack them on for the sake of comprehension, doesn’t it? Should have stuck with the initial instinct. Overall a really nice film, cast perfectly (does that guy look like a Norwegian fashion designer living in NY or what?), shot beautifully (there were so many stories and sub-plots buried within the initial vignettes!), and paced expertly (Imagine this ad as a 30…impossible to pull off. Some stories need time to build, or they fizzle emotionally.)

Ad of the Day – November 1 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: Lofoten (fish burgers)
  • Name: Hold the cod
  • Category: Web film
  • Why I like it: Bring on the silliness. And why not? Fish burgers sound like a dull product to advertise. So you take the creative approach: build a story around the product, personify the brand (in this case, the place town where the brand originates), add a humor, drive the narrative with quirky/interesting characters, don’t be afraid to push into crazy territory – (seriously, don’t be afraid because this is key), and once you hook them, deliver the message clearly and attractively. It’s a clear-cut formula that is easier to recite than to execute. But it’s worth the effort, and the proof is in the result: in this case a wonderfully odd little film from Norway.

 

Ad of the Day – October 14 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Geox Amphibiox (a line of shoes)
  • Name: One man, 7 days in non-stop rain
  • Category: web film series
  • Why I like it: The “torture test” is as old as advertising itself. They’re normally quite good at dramatizing a product benefit:The more outlandish the torture test, the better. If it the product can survive the torture test, surely it can deliver for you, right? In this series of videos (above is the summary video, go to the site to view all of them) the line of shoes is certainly shown to be impervious to a rainy day. But what drew me to this is both the humor and the human touch. Humor is key: you see, torture test ads come off as a little cold, a little too scientific. This one injects little touches of humor for a light-hearted tone, which helps disarm the viewer (the scene of the little cloud raining on him is as absurd as it is funny.) And more unusual still, these videos create a sense of empathy with the protagonist. All of this is clearly staged, of course, but we start connecting with our wet hero and rooting for him – this engagement has nothing to do with the benefit being sold…but it helps lower the viewer’s defenses, and predisposes us to feel good towards the brand. After all, between a rational message, and a rational message wrapped in a story for a character that I care about, I’ll choose the latter anytime. Imaginative, clever work from Norway to start off the week!

Ad of the Day – May 30 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: DNB Bank
  • Name: “Call the bank”
  • Category: Film

Why I like it: Humor is such a great trojan horse into the brain. Hard to pull off, yes – but when you succeed it’s devastatingly efficient, and it even seems so simple! This ad leaves you with a smile, delivers the benefit clearly, and (critically) gets the name of the advertiser into your head, and into your conversations with friends. Think how terrifying this ad must be for the marketing manager to sign off on…no bank setting, no happy customers, no mention of a bank at all until the middle of the ad, no branding until the very end, no logo…etc. And yet…this is the type of ad you would watch again, and pass on, and not immediately reject. Normal bank ads? Not so much. Get noticed, provide something of value (in this case, a chuckle), and then deliver your message and your brand. A great follow-up by DNB to their great George Clooney ad from last year.

Ad of the Day – November 30 (Oslo)

Your daily dose of advertising awesomeness from around the world!

To go to the site click here or paste this link into your browser: http://amphibiox.geox.com/

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Geox Amphibiox (a line of shoes)
  • Name: “Tested in the rainiest place”
  • Category: Web content

Why I like it: This interactive website gives you a first-person-view look at the rainiest place on earth (it’s in India!), and it introduces you to a couple of “testers” for this line of shoes, allowing you to watch some clips about their experience in this part of the world. The whole experience is pretty immersive, features interesting stories, and is very well art directed (there is a lot of beauty – not only in the landscapes, but even in the simple design of the page). Best of all, the product story is integrated in a way that is credible and as informative as you want it to be…without being disruptive. In other words, it’s done right. This example and the Nivea work from last week show that, if you’re looking for engagement, the bar is set pretty high these days. Long gone are the days when you could get by with a simple web site – today that is merely the entry point, or the gate to e-commerce. For branded engagement on a web site consumers are demanding much, much more. And that’s a good thing. Nice work out of Norway to close out the week!


Ad of the Day – October 9 (Oslo)

Your daily dose of advertising awesomeness from around the world! Sorry for the unintended break last week. Ad of the Day is back!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo, Norway
  • Client: Tine Yoghurt
  • Name: “I’m you”
  • Category: Film

Why I like it: A simple, charming little film! It leaves you with a smile because everything works: the casting, the Norwegian, the imagery, the chemistry, the soundtrack…just right. In addition, it’s interesting to speculate how the process unfolded and how it could have gone in so many other directions. You have a product that has been around for a long time, often that is a problem because people want innovation…yet they chose to play this up as the key benefit. There are many ways to play up “heritage”, including appeal to tradition, craftsmanship, old values…they chose to focus it around taste (very product-centric!) and your experience with it since you were a child. There are many ways to execute this strategy creatively…and they chose the complex-yet-simple device of having you hang out with an imaginary version of your younger self. At every step of the way (strategy, ideation, execution), they made an interesting choice…and that is what made all the difference. It might be cold now in Norway, but this one warmed my heart.

Ad of the Day – September 20 (Oslo)

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:

  • Agency: Try/Apt
  • Location: Oslo, Norway
  • Client: DnB NOR (a Norwegian bank)
  • Name: “Lucky in life”
  • Translation: “Some people are lucky in life”
  • “For the rest of us, saving up can be smart”
    “S for Saving Plan”
    “DnB NOR – Bank from A to Z”
  • Why I like it: This ad doesn’t take itself too seriously, and Clooney is as charming as always, and pretty much ensures the impact and memorability. Furthermore, it was well executed – the devil is always in the details, and here they are just right; the horse mask, the disheveled room, her raging hangover…in fact it all had a funny “The Hangover” vibe about it. Overall, this really worked for me!

Via @copyranter