Your daily dose of advertising awesomeness from around the world!
Client: Norwegian Airlines
Name: The Flag of Flags
Why I like it: If I were in the team that came up with this and we actually got it to run exactly as featured…that’s a “drop the mike” moment right there. Just pack it up and walk away in victory, because you’re not going to capture lightning in a bottle like this for a long time. The idea of flags within flags is not new, granted. But in the real world – you don’t have a norwegian airline company as a client, so the Norwegian flag won’t work. In the real world, the airline company doesn’t actually offer travel to Bangkok, or Poland, so you lose the ability to make that connection. In the real world, there is no media budget to run a double page spread, so you have to do it in a vertical format and it doesn’t work. In the real world…there are so many other reasons why brilliant little executions like this one never see the light of day. So when, against all odds, they DO see the light of day…it’s something worth celebrating.
Why I like it: This idea may seem simple, but it’s quite brilliant in the way it ties together all of its components. The brand role is clear, as a sponsor of enjoyment in the mountains. The payoff to consumers is clear, by giving them more time to ski. Even the “ask” from the consumers is something that gives back – it allows them to do something fun in an otherwise dull moment. In our industry we tend to take for granted that consumers will care, or want to engage…the reality is that we must dig deep to find those activities that are truly “win-win”, as this one is. On a separate note, I love the tone of the video when it states proudly that this was an offline activity. I guarantee this will catch the attention of the judges at award shows, whose minds will have been bombarded with a million cases trying to out-digital one another. This short video shows a keen understanding of who its consumers are, both during the live event and during the judging period. Wonderful job.
Why I like it: “OOH” paints a very clear picture in the mind, normally a rectangular billboard or poster. But the most creative examples of the medium almost always find a way to break this boundary. They transcend the presumed physical limitations and interact with the surroundings and the consumer (often engaging multiple senses.) This one from Sweden might feel a little bit like a gimmicky or one-off at first glance, but it’s actually rock solid: perfect integration of the brand, the product benefit, the physical environment, and with an impossible to miss interactive hook. In a couple of years this will be commonplace…giving creatives yet another way to bring an idea to life. Have a good weekend, everyone.
Why I like it: One could talk about the amazing streak of late for Volvo and Forsman & Bodenfors, with great little ads like this one, or this one. One could talk about how this ad rates so highly on replayability, shareability, and brandability, making it deliciously viral (indeed. 21 million views in a few days!). One could talk about how this is a cool torture test idea (have trucks drive in a perfect parallel line, backwards), taken to new heights by amazing writing, celebrity casting, timing, visuals, tonality, environment (sunset!), camera work (one fluid, graceful take), and sublime use of exactly the right music at exactly the right time. One could even speculate that this is a guaranteed Cannes Lion come next June. But perhaps it’s best to simply sit back, hit play, and bask in the sheer awesomeness that is this ad:) We’re not worthy.
Why I like it: When others zig, zag. In today’s world of relentless advancement and innovation in the technique of advertising…there’s something delightfully retro about this web film. It reminds me of ads they might have done in the 60s or 70s. The “torture test” demo, the CEO-as-spokesman, the little details like him wearing a suit and tie, or his Swedish accent, or the interesting single-take shot, or even his charming assurance that “you don’t need to worry.” It’s all so crisp, single minded…and reminiscent of a simpler time in advertising, perhaps?
Why I like it: Oh, SNAP! Just in case you were getting a bit too comfortable and smug as you watch this ad on your new iPad while sipping a $4.00 soy mocha latte, here’s a reminder to that clicks, tweets, likes, forwards, posts…all of these daily buzz words are often just “fluff” in the face of real need. Get off your butt and donate, that’s the compelling call to action. I can sympathize with the message, but the best part is the finesse of the delivery (in public awareness ads, hitting the just right balance between “encouraging action” and “overbearing preaching” is often the hardest thing to do!) Here it was done with such flair: a finely calibrated mix of seriousness with a touch of biting, sardonic humor that can’t help but to generate admiration among the intended target…even while they are the ones being jabbed at! A great cause, a solemn message, a clear call to action, a new angle of attack, and a subtly devastating delivery. Top notch work from Sweden.
Why I like it: This strobe photography device has been done quite a bit to show superior athletic performance, the human body performing at its highest potential! But here they show an athletic…catastrophe, which makes it completely refreshing, interesting, and even funny*. We spend a lot of time thinking of completely original ideas, but there is true creativity in taking the known and giving it a unique, original spin. We’re off to a very Scandinavian start of the week on Ad of the Day…can they sustain it?
* I’m sorry, I have a gene in my DNA that makes me laugh when I see this ad. No one likes to see serious injury, of course, but a billion videos on Youtube of skateboarders landing crotch-first on a railing can’t all be wrong.
Why I like it: Sometimes, seemingly against all odds, an ad just grabs you. Too much copy, who has time! Ugh, I hate junk food! What a boring visual style, how old-fashioned! etc. etc. Still…this one grabbed my attention, and left me with a smile on my face. Visually it’s very elegant, unusually so for this category (it looks kind of like an Apple ad, doesn’t it?). The headline is made to grab you: people may or may not like burgers…but most folks tend to like cheese, and for quite a few people it’s a passion. By setting this all up as a defense of cheese – having cheese be the stand-in for the burger…the underdog that is asking for some respect, I think it’s clever, and it works. And the copy, well if you read it you likely come away with a smile, it’s written with wit and style – tongue-in-cheek yet a bit serious, and it’s endearingly European in some bits (“discotheque”!) All in all, a damn fine print ad coming at us from Sweden to end the week in style.
Category: Mobile (note: we’re going to go for an all-digital week in “Ad of the Day”!)
Why I like it: It’s all based on a simple idea around impulse travel – by showing you where these destinations are, how far/close you are from them, and how cheaply and quickly you could get there…it really makes you start thinking about that weekend escape. It’s built with an appealing, clean design (very Scandinavian!)It uses a unique functionality of the tablet medium(the built in compass/geo location)in a way that is central to the entire idea, not merely a gimmick. And finally, it’s seamlessly connected to the desired outcome of getting people to book a ticket – the e-commerce functionality at the end is what really showcases the potential of the digital medium versus say, a print ad. This is stripped down (here’s what I’ve got, buy it now)but effective. No social media sharing, uploading, pinning, blogging, or anything else. Old-fashioned like a coupon, but amplified by today’s technology. Nice!
Category: Mobile (note: we’re going to go for an all-digital week in “Ad of the Day”!)
Why I like it: So many branded apps get made and then pass by like a ship in the night, to be downloaded only by the employees of the agency and their family members… If I had the formula for how to avoid this I’d be rich, but here are two theories: you need to provide to people the ability to do something useful that they could not have done without your app…OR you need to give people the ability to be entertained in a (new)way that is made possible only by your app. In both cases, you as the brand need to give a lot more than you ask in return. In this example from Sweden, they hit the nail on the head with the entertainment value (tell me you don’t crack a smile once the music starts!)and what’s best: the whole thing is completely linked with the product being sold, yet ithout being pushy. This is the holy grail, and the results speak for themselves!