Ad of the Day: October 24 (Istanbul)

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Smart - Oct 24

Today’s pick:

  • Agency: Alice BBDO
  • Location: Istanbul
  • Client: Smart Car
  • Name: Be lucky, be Smart
  • Category: Film
  • Why I like it: This charming ad for a little care manages to get the little details just right. The art direction, the use of color, the unspoken narrative, and so much more. The resulting effect is brilliant: you’re jolted into attention, then very cleverly (and not by accident!) your eye is taken from top left, to the middle, to the car, to the tagline on the bottom right, and then back to the middle. You do so with full attention, and at each step your brain uncovers an extra part of the “narrative/puzzle”, until it all comes together in a satisfying “aha” moment. It’s a risky approach (most print ads put the gag right in your face, this one takes a chance and visually lays out a path to be followed – if any little detail is off…the thread is broken.) But with risk comes reward, and I think they really nailed it.

 

Ad of the Day: October 15 (Istanbul)

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Today’s pick:

  • Agency: BBDO
  • Location: Istanbul
  • Client: Arzum Cleanart (vacuum cleaner)
  • Name: Coin, Card
  • Category: Print
  • Why I like it: Interesting to imagine how this ad evolved: from a product claim “powerful vacuum action”; to an advertising claim “reaches places never reached before”; to an idea “showcase the ‘relics’ one would unearth if reaching places that haven’t been reached before”; to the idea brought to life visually via an interesting image that focuses the eye on what matters; to a nice layout that gives proper due to the claim and the product. In between each of these steps is a little moment of creative “magic”…without it you have a standard boring ad, with it you have something that works. We’re always chasing the little bits of magic!

 

Ad of the Day – May 12 (Ankara)

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(click image to enlarge)

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Today’s pick:

  • Agency: Cosmic Creative
  • Location: Ankara, Turkey
  • Client: AXA Insurance
  • Name: Art Insurance
  • Category: Print
  • Why I like it: It’s rare and always a bit delightful to come across a good “double-take” ad. The kind where they don’t give it away immediately: they hook you in, you think you’ve got it, you’re about to turn the page, and then something goes “click”, and then at last you really get it. This approach is rare because you risk people missing the “aha moment” entirely, and in fact many do. And so you have ads that are extremely clear…and in many cases so equally clear and indistinct from the rest that you…miss the “aha moment” entirely:) The ad above, in addition to being subtle,  uses creativity to deliver a credible message about what the brand offers you, and manages to do so with grace and beauty. Well done!

*If you’re thinking that this is the typical awards-season, developing-market, semi-scammy, one-off print ad…you’d be wrong. This ad is part of a broader campaign featuring different types of insurance services, and the above happens to be the best of the lot.

 

Ad of the Day – December 11 (Istanbul)

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selpak2_aotw  selpak3_aotw

Today’s pick:

  • Agency: TBWA
  • Location: Istanbul
  • Client: Selpak tissues
  • Name: Son, Best Friend, Lottery
  • Category: Print/OOH
  • Why I like it: Argh! This goes right onto the list of “why didn’t we think of this???” Completely charming, and awesome in how simple the idea, writing and art direction are. And yet…it’s deceptively simple…there is lots under the hood on this one. The flowchart layout takes your attention on a journey and doesn’t let go…I think our brains are incapable of not following through from top to bottom…and then starting over to see what the others routes say. You just have to do it. By the time you’re done, the ad has communicated the product benefit, has conveyed product versatility, has entertained, maybe caused a smile…and has planted a seed that might flourish next time you’re shopping for tissues (if you happen to be in Turkey!). Nicely done.

 

Ad of the Day – November 22 (Istanbul)

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To go to the site url click here, or paste this onto your browser: http://humanpiano.org/

Today’s pick:

  • Agency: Grey
  • Location: Istanbul
  • Client: Amnesty International
  • Name: “Human Piano”
  • Category: Print/ web site

Why I like it: I was struck right away by this visual: elegant, different, and loaded with meaning. So much that it made me go check out the site, where the concept is brought to life much more fully: each of the fingers belong to an activist around the world, and they “sing” the respective key so one can play the piano – while also learning about their individual struggles, finding out how you can contribute, etc. Far from being the usual semi-scammy Amnesty International ad (simple impactful visual and not much more), this one has a lot of depth of content for full engagement. And it’s executed very nicely. Good stuff from Turkey! (Warning…if you were around in the 80’s, a certain Paul McCartney/Michael Jackson song will get stuck in your head even just by reading the headline!)