Ad of the Day – March 19 (Moscow)

Your daily dose of advertising awesomeness from around the world!

Capture

S7-Airlines-Moscow-4

I can’t embed the video, make sure you click here to go see it

Today’s pick:

  • Agency: Good
  • Location: Moscow
  • Client: S7 Airlines
  • Name: Peace (Kiev – Moscow)
  • Category: Outdoor/Print
  • Why I like it: I don’t want to overreact, but this could well be the best outdoor/print ad I will share with you all year. It has very similar elements to CokeHands, which won about every award there is. So, really, I’m in awe. Why do I love it so? A brave point of view on a deeply relevant, life-or-death topic. Beautiful graphical simplicity. Instant comprehension. Co-opting a timeless icon (peace sign)…and seamlessly weaving it with the brand (airplane and green color) so as to create a new one, undiluted in power and message. And importantly, it’s a message that ennobles both the brand and our profession. Absolutely stunning.
Advertisements

Ad of the Day – June 10 (Moscow)

Your daily dose of advertising awesomeness from around the world!

before-and-after_aotw

Today’s pick:

  • Agency: Ogilvy
  • Location: Moscow
  • Client: Philips
  • Name: “Before. After.”
  • Category: Print

Why I like it: One of those simple, “why didn’t anyone think of this before?” ideas that work so well. And I can’t quite put my finger on it, but there’s something about the way that this one is executed that forces the eye to linger even after you’ve gotten the message. Good idea, nice tagline, great execution…inspiring work by Ogilvy Moscow.

Ad of the Day – April 9 (Moscow)

Your daily dose of advertising awesomeness from around the world!

(Click images to enlarge)stbasil_aotwtheater_aotw msu_aotw

Today’s pick:

  • Agency: Saatchi & Saatchi
  • Location: Moscow
  • Client: Schusev State Museum of Architecture
  • Name: “Discover the full story”
  • Category: Print/OOH

Why I like it: The basic message of this ad is “look beneath the surface”, let’s do the same with these lovely ads: Some print ads grab you with a visual that says it all instantly. Others with a great headline. Others still with a quick simple image that contains a double meaning, or a hidden joke. Like beautiful people, great prints ads come in all different shapes, sizes and colors. This one from Russia is what I would call a “craft ad”, where the exquisite execution brings the idea to life in a way that is less instant…but more layered and sophisticated than the norm. The grandness of the visual hooks you in…you come in a little closer, starting to be drawn in by the detail…a quick detour to read the headline to see if there is an actual “ad” here, or just a neat illustration…the connection between the idea and the brand “clicks” and feels right. ok, you’re satisfied that you can go on…and then you let yourself really dive in and marvel at the lovely details of the illustration. (Instantly reminiscent of other “craft” ads, such as last year’s Cannes Lion winner from JWT China.) Quite beautiful and rewarding.

Ad of the Day – June 13 (Moscow)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Friends
  • Location: Moscow
  • Client: LG Consult (law offices)
  • Name: “Coin flip”

Why I like it: Does this belong on the pantheon of the all-time advertising greats? No, of course not. But it made me smile, even chuckle. It made me think about the message. It made me curious to pay attention to the brand. It stayed in my mind. A few days later, when I saw it again, my mind was welcoming the repeat viewing, a sly smile was on my face as I pressed “play”. And guess what? This alone makes this little ad for a Russian law firm more special than 99% of the thousands of marketing messages we are bombarded with every day! Nobody says good creativity has to be for a big brand, or for a momentous cause, or use major special effects to draw your eye. Sometimes a simple idea, executed well, is enough to bring forth the magic. And this does set off the scamocity meter a bit, but what the hell, we’re in a good mood today:) Congrats to our friends from Moscow for bringing this to life (no ads from Russia and 11 months, and then 2 ads within a week!)

Ad of the Day – June 8 (Moscow)

Your daily dose of advertising awesomeness from around the world!

  

Today’s pick:

  • Agency: BBDO
  • Location: Moscow
  • Client: Bering Fish
  • Name: “Simpler than fishing

Why I like it: We’ve talked a lot about long copy advertising, but these are a sort of “long image” layout! All visual…but it’s something you want to print out and look over carefully in the subway, isn’t it? In that regard, I think it’s a success. Lovely crafted, it draws you in, pays off the product benefit (although frankly the benefit is a little weak), and once you’ve invested so much time…the mind willingly allows the brand to come in and make its sales pitch. They’ve earned it. Very cool, slightly gruesome, definitely different work. Sets of the “Scamocity Scale” a bit…but what the hell, it’s not everyday that you see this type of visual approach, and plus, it’s our very first Ad of the Day from Russia! Congrats to our friends in Moscow!