Ad of the Day – April 24 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Remo
  • Location: Madrid
  • Client: Bosch
  • Name: Silence
  • Category: Film
  • Why I like it: Back in the old days of advertising, if your product had a unique feature all you had to do was show it – hence the birth of the “demo”. Very soon afterwards this became boring, and creatives ever since have been dreaming up imaginative ways to demonstrate product features, using humor, exaggeration, metaphors, logic, science…anything and everything to engage and convince. I love this example from Spain – it gets the job done incredibly well, with a great sense of humor (and notice they manage to sneak in a second demo into the ad…without overshadowing the main message. Wow!) 

 

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Ad of the Day – April 4 (Alicante)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Imaginarte
  • Location: Alicante, Spain
  • Client: Diesel Footwear
  • Name: Only the Brave
  • Category: Print
  • Why I like it: Fashion advertising is a bit of a different bird, often operating under a slightly different set of “rules”. But this one caught my eye in a big way: it’s a delightfully simple distillation of the few elements that make a strong print ad. 1. Art direction: the color palette, the cross formed between the leg and the headline bar, the sense of motion implied by the angle of the shoe, and more stuff that I don’t have the training to describe. Very simple, and all in service of the idea and the product. 2. Copywriting: Long form copy has become exceedingly rare in today’s short attention span world. But words make a difference. Only the brave…only the brave what? It’s a question…a provocation…an invitation…a quizzical link to the visual…all of the above. And very much linked to what the brand stand for. 3. Idea: Remove the cupcake and you’ve got no idea, just a product shot. Quite boring. But this visual has intrigue in it, it stops you on your tracks. Will it be smashed, won’t it? There’s a tension here, a story formed by the visual and the tagline, that makes the ad really work. 4. Brand/product: All of the above is first a hook to get you interested, and then a very subtle funnel, leading your eye and mind to a focus point on the shoe at the center of the page. It looks great. I want it! You’re selling an attitude, a mystery, a tension, a style…but at the end of the day, never forget that you’re also selling a shoe. “We sell, or else!

 

Ad of the Day – January 14 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: LOLA
  • Location: Madrid
  • Client: Libero (football magazine)
  • Name: Taking out the Trash
  • Category: Film
  • Why I like it: As the World Cup nears, we should expect an increasing number of soccer-themed ads. Few other topics manage to stir such passion among the common man (and interestingly for us, few other topics are so universal in their appeal – this campaign is very Spanish, but could run anywhere at all.) I love the deft humorous touch of these ads, featuring great writing, spot-on natural acting (which is somewhat rare for Spanish advertising, alas) and capped by a brilliant tagline (introduced with great flourish.) Congrats to the folks at LOLA Madrid!

Bonus content: If you liked this one, here are the other 3 ads in the campaign, in order of my preference: The Ab Machine, Relationship Going Nowhere, and Lunch with Father-in-law

Ad of the Day – July 23 (Madrid)

Your daily dose of advertising awesomeness from around the world!

01_aotw03_aotw02_aotwToday’s pick:

  • Agency: China
  • Location: Madrid
  • Client: Schweppes
  • Name: Iggy
  • Category: Print

Why I like it: Great print ad! It might be liked or hated, but it won’t be ignored. I’m sure it was tough to pull off (it always is…), but it’s tempting to picture this one as an example of when everything just “clicks” in advertising: we start with a product that is meaningfully different (more tart/bitter)…An interesting strategy (maybe we overdid it!..this is not for everyone!) A great creative idea with the brand at the core (Maybe too Schweppes?)…brought to life through great copywriting (“the Schweppiest Lemon Schweppes”,)…elevated and amplified by a masterful celebrity casting (if it’s too hardcore for Iggy, that’s saying a LOT, and also the fact that he’s one of the most wrinkly, visually distinctive celebs out there)…and executed with flair (the photography and art direction are superb). Everything just works, from product, to brief, to strategy, idea and execution. Wish it were always so easy! In the end, you’re left with an arresting visual that communicates an interesting product truth in a unique and memorable manner. That’s not too Schweppes, it’s just right!

Bonus content: If you’re a fan of Iggy (or Schweppes) check out the TVC.

Ad of the Day – July 1 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: McCann
  • Location: Madrid
  • Client: Calvo Tuna
  • Name: They know it
  • Category: Film

Why I like it: “But wait…this doesn’t look like a tuna ad. Where are the smiles? Where is the consumption shot? And the family dinner-time shot? The energy is a low…too moody, the interest tracking is going to be low. Where is the reason to believe? The freshness? And surely moms can’t relate to being portrayed like this, the relevance scores are going to be under par. And we need the product up at the top, right now it’s in the very back, we need so much more branding.” Umm…how many tuna ads do you remember? Zero? Exactly. So when exactly did zero recall become a best practice (LINK score notwithstanding)? Our ideas must be different. They must take an unexpected route, to even have a chance. For every  “best-practice-this-is-what-worked-before” convention, I can show you 20 “compliant” ads that pass like a ship in the night. I believe this Calvo ad is a winner, because it’s supremely interesting from the first 5 seconds on…and then never let’s go. And when it comes time to introduce the product it all makes sense, it comes together in a credible manner that releases the built up tension…and the overall result elevates the brand. Next brief you have, think of the 5 best ads in the category…then come up with something completely different.

Cannes Bronze Film Lion winner

Ad of the Day – May 14 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Bassat Ogilvy
  • Location: Madrid
  • Client: Ford
  • Name: “Used cars that smell like new”

Why I like it: Finally! I’ve always, always wondered why no one did this before – it’s just so obvious. There’s a lot of merit in taking the obvious and actually executing it very well. It’s an easy sell to the client and to the consumer, because it needs no explanation. And this is no stunt – of course the smell of new is the hook to open your mind to a further pitch on these used cars. You don’t normally see communications that involve the sense of smell, probably because it’s hard to pull off. Yet when it works, it does so on a very internal level, I think it’s very powerful and still relatively unexplored territory. Congrats to the folks at Bassat Ogilvy for going through with it – who’s next?

Ad of the Day – March 28 (Madrid)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: DDB
  • Location: Madrid
  • Client: VW Golf Rabbit
  • Name: “Greyhound”

Why I like it: The tagline translates as “Stop chasing it. Golf Rabbit for 17,200 Euros”. A simple message, an incredibly simple premise, and a very nice execution: it builds proper suspense, it’s shot in a way that it grabs your attention with the sleek speedy beauty of the dogs, and it ends with a twist that is at once cute, surprising and believable. Really nicely done! The ad even has a nice “easter egg”: if you’re a lover of Golf/Rabbit, there’s a pretty good chance you’re recognize the homage to the classic print ads from the 70s/80s. Enhorabuena a la gente de DDB Espana!

Ad of the Day – March 26 (Barcelona)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: JWT
  • Location: Barcelona
  • Client: Fundacion Ideas (a public service campaign)
  • Name: “Plane, Customs”

Why I like it: Loyal readers will know that I love vintage/retro style advertising. There’s something about the aesthetic that makes it seem actually quite modern to me, and in a very cut-through way. So in honor of MadMen’s return to television, I’m going to go with 2 days of retro goodness for our Ad of the Day. The first comes to us from Barcelona, and I just Iove the design, mixed with sense of humor, mixed with message. It’s amazing to me how near awards season so many public organizations have a healthy media budget (wink, wink), but in any case, this one stood out and I think the decision to go retro makes all the difference. Felicitacions to our Catalan friends!

 

Ad of the Day – January 26 (Barcelona)

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: Villarrosas
  • Location: Barcelona, Spain
  • Client: Nike
  • Name: “Run Madrid”

Why I like it: I absolutely love, love, LOVE everything about these print ads. From the urban style of the photography, to the way they capture the tragicomedy of young-adult anxiety, to the art direction with the opposing text blocks and the burnt border in the middle, to the genuine-yet-inspired copywriting, to the way they show off the Nike gear appealingly  without making it too obvious, to the way they manage to make this something very personal yet very social at the same time(totally capturing the way this target lives), to – most importantly – the way the just nail the wild, cathartic exhuberance and fun of running as an antidote to all the stress in the world – with Nike as an enabler of course. What more can I say? This one really struck a chord with me. Congrats to a hot creative shop from Barcelona for today’s Ad of the Day. Enhorabona amics!

Ad of the Day – January 10 (La Coruña)

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: Imaxe
  • Location: La Coruña, Spain
  • Client: Estrella Galicia (beer)
  • Name: “Exaggeratedly good”

Why I like it: I think the positioning/claim is really fun, opening itself up to so many possibilities to do something interesting. The ad is over the over-the-top silly, but the claim gives it permission to be exactly that. Executed well (with nice casting, good action – check out the people gasping in horror even in the background – and a quirky retro melodramatic soundtrack), it just…works. It’s not going to win an Oscar, but it stuck in my mind, and I like the notion of “exaggeratedly good” as applied to a beer. Nice work from an unusual location in Spain, as far as ad agencies go. Salud!