Ad of the Day: December 2 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: TBWA/Singapore
  • Location: Singapore
  • Client: Airbnb
  • Name: Welcome to airbnb
  • Category: Film
  • Why I like it: Mojo. Momentum. Being on a roll. I’m not talking about sports…I’m talking about brands. Airbnb has it of late. When you see good work popping up – different ideas, different mediums, different locales…but a lot of interesting, disruptive stuff from the same brand – then you know that something is afoot. These things don’t happen by coincidence: almost always there is a central marketing figure that has a vision and the means to go after it. Like moths to a flame, the best creative talent is instantly drawn to gifted marketers that talk the talk and walk the walk. The output is creative success, followed by commercial success. In the case of Airbnb, they have the good luck of now having that gifted guy to set the vision…the same guy who most recently took Coca-Cola to the top of the marketing world. Watch this space!

Ad of the Day: September 30 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: Singapore
  • Client: Nike
  • Name: #Playpinoy
  • Category: Film
  • Why I like it: Many ads try to convey local “flavor”, but few succeed as convincingly as this one. The Filipino (“Pinoy”) love of the game…the grit, the color, the vibrancy, the pride and the daily struggle of these street players comes across with tremendous power…all buoyed by an inspired use of the “My Way” lyrics (it sort of sneaks up on you.) A delightful balance of local nuance with universal sports imagery, this one is a notch above.

 

Ad of the Day – May 7 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Singapore
  • Client: Coca-Cola & Singapore Kindness Movement
  • Name: CokeDrones
  • Category: Activation/Film
  • Why I like it: In recent years, an increasing number of brands have realized that “helping to make the world a better place” is not only inherently satisfying, but it also helps to build the brand. And yet, even doing good has to be done just right, or you risk a backlash of cynicism, inaction, or simply being ignored. This lovely initiative by Coca-Cola Singapore manages to strike just the right note through a careful blend of variables: 1) Topic: the plight of immigrant workers is top of mind in Singaporean society, especially following a riot in Little India a few months ago. 2)Tone: They don’t set out to “fix” things, or to alter the course of these workers’ life. By providing a bridge to relay feelings of support and appreciation, they bring a smile to a face, brighten up an afternoon, and leave it at that – which is the right level of ambition for such a thorny subject. 3)Creative hook: the drones provide a striking visual and allow the brand to reach workers that are out of normally out reach (and thus invisible) on a high construction site. 4)Brand’s role: Ever-present yet tastefully subdued, putting the focus squarely on the human interest story that drives the emotional punch. In summary, it’s a lovely, nuanced activation idea that brings a smile to the face, raises respectful awareness of a social tension, and supports Coca-Cola’s role as a purveyor of little moments of happiness. Congratulations to the team in Singapore (and a big thanks – I was privileged to have been a part of this project!)

Ad of the Day – March 13 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: Singapore
  • Client: IKEA
  • Name: Frank the Cosplayer
  • Category: Web Film
  • Why I like it: Ah yes, storytelling. A skilled advertiser’s best friend, and a trusty antidote to the inherent dullness of our sales pitches. I mean, let’s face it: Despite a brand manager’s conviction, IKEA storage solutions are boring. Despite a creative’s conviction, taking a person’s room and transforming it to his surprise and delight is still boring. Enter storytelling…NOW we’re interested, now we lean forward! As the story unfurls, our brain’s ad-blocker defense drops, and what follows is a beautiful thing: the mind is stimulated, the message is delivered, the brand is subconsciously credited with the entertainment, the consumer leaves knowing a bit more about a certain cosplay-crazy Singaporean, and next time they look at their own messy room, the thought “IKEA” is likely to pop up. Everybody wins. Now that’s a great story.

Ad of the Day – October 28 (Singapore)

Your daily dose of advertising awesomeness from around the world!

(click on image to enlarge)

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Today’s pick:

  • Agency: Y&R
  • Location: Singapore
  • Client: Dark Dog Energy Drink
  • Name: Black/Yellow/red
  • Category: Print/OOH
  • Why I like it: Awesome. I love long form copy ads, they are a sign of courage and a gamble on differentiation in this day of hyper-visual print design. I love writing that takes you down a narrative spiral…once you’ve entered the first sentence, you can’t pull away until you’ve reached the end. I enjoy a hipster, tongue-in-cheek sense of humor that shows you they don’t take themselves too seriously, even if attempting to go long on the copy. But enough about the copy…how about that design? I can’t recall the last time I saw art direction which so crisply managed to combine: striking minimalism in the design…while clearly conveying the product cues…in a completely innovative way that actually forces the eye to read the copy. Wow. Yet another fantastic set of ads that pass the “could it go up on a living room wall?” test.

Ad of the Day – June 7 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: Singapore
  • Client: Chupa Chups (lollipops)
  • Name: Lillipop street artist
  • Category: FIlm

Why I like it: There is a lot of finely calibrated balance at play in this web film. The most obvious is the “is this for real or is this an ad?” question – this question alone can be quite powerful (it has underpinned entire theatrical films) and here they play it very well…never entirely giving it away, and balancing in enough to keep you guessing. Also well balanced is the branding…subtle enough to be there, but not overt enough to every break the spell. And the  plot: a very unusual premise, yet built around recognizable themes like “tourist abroad”. Even the timing: a little longer and you lose the edge and focus. A little shorter and you decrease the rising tension. Just four of many dozens of choices that were made along the way and handled “just right”. The result has replayability, brandability, and sharability…three ingredients of a good web film that now has a chance to go viral!

Bonus content: Have a look at the follow-up “reveal” video, it’s great (click here). Notice how they re-calibrate very cleverly: they greatly ramp up the brand presence, in a way that is still subtle, even funny. They keep a little bit of the mystery. And they increase the humor throughout the video, leaving you with a smile and positive feelings towards the brand. Expertly managed: from high mystery, high interest, low branding…to high humor, high interest, high branding.