Ad of the Day: February 6 (Reykjavik)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Quiver
  • Location: Reykjavik
  • Client: Adalskodun Auto Inspections
  • Name: The Cliff
  • Category: Film
  • Why I like it: It’s amazing how irresistible a good story is. People often refer to advertising as an intrusion, but really they’re just talking about bad or mediocre advertising. Good advertising, as rare as it is, is enormously interesting and magnetic. The little details in this one (the casting, the music, the type of car, the sandwich, the window handle, the cinematic references) make this an enjoyable minute of anyone’s time, even overcoming the fact that it’s all quite predictable. And because  the connection to the brand is credible and woven it at the right time, the whole thing connects. Nicely done, and congrats to our first selection ever from Iceland!

Ad of the Day: December 4 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Tribal Worldwide
  • Location: Toronto
  • Client: McDonald’s
  • Name: Fry Defender: the first french fry security system
  • Category: Film/mobile
  • Why I like it: It’s hard to get this type of web video to work – so it warms my heart when it does happen. McDonald’s is looking for different ways to drive consumer engagement with the brand, and even enhance the experience in-store (anything to get minds off of obesity, calories, food safety, etc.) If you can get a laugh, or people talk about it/share the video – or even download the app and try it out with a group of friends next time they’re in the store…it’s all a big win. It makes sense to try for it. But none of this works if the video isn’t funny…and that’s where the magic comes in. The casting, the acting (love the expressions of the guy with the white shirt), the copywriting (“Frimes”…classic), the editing, the overall tone…all of these little bits of inspired spontaneous fun are what brings the whole thing together. Well done.

 

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: November 26 (Sao Paulo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: NeogamaBBH
  • Location: Sao Paulo
  • Client: Mix Brasil (a cultural diversity festival)
  • Name: Everyone is gay
  • Category: Film
  • Why I like it: We often talk of leveraging a cultural tension in order to make our advertising more relevant and disruptive…this often leads to work that is emotionally charged. What is interesting is how they built around a cultural tension (ie. stereotypes and prejudices in Brazilian society) and yet the film still manages to pull off a lighthearted, almost humorous vibe. It’s a good lesson – building off a tension does not have to equal a heavy-handed approach. In fact here they shine a light on a societal failing…and then give it a spin that is both inclusive and inviting. The result is a fine balance that delivers on the objective of getting attention and encouraging participation. Nicely done!

 

Ad of the Day: November 20 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: New York
  • Client: Tiffany
  • Name: A Tiffany Holiday
  • Category: Film
  • Why I like it: So lovely…a 60 second demonstration of when everything goes right in our business. Every single choice made helps to elevate this far above the standard branded video: The use of animation gives the film a dreamy quality which is exactly right for the season. The gracefulness of the illustration evokes a timeless, nostalgic sense of romance. Both the brand (through the color palette) and the products (through clever, non-illustrated inserts) are featured throughout to help drive the action…but neither ever bursts the bubble of emotion that is being created. And the marvelous song choice manages to be cheerful, nostalgic, dreamy, inspiring…all at once. It all adds up to a marvelous, whimsical holiday message that cuts through the seasonal clutter and lives up to the standards of the brand. Huge congratulations to my colleagues in Ogilvy New York!

 

Ad of the Day: November 18 (Shanghai)

Your daily dose of advertising awesomeness from around the world!

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Click on image above to play

Today’s pick:

  • Agency: Factory Design Labs
  • Location: Shanghai
  • Client: The North Face
  • Name: Never one place, always one jacket
  • Category: Film
  • Why I like it: In “advertising dreamland” every brief would focused on one simple-yet-compelling benefit, and every ad would tell this story in a deeply emotional way. In the real world, brands often have complementary and overlapping messages to convey: whether it be a product benefit, a reason-to-believe, an emotional payoff, or even a brand positioning. Suddenly the odds suddenly are against you achieving greatness. But there are always two wild-cards that can still be played. One is talent: employing truly talented people (this could be a creative, a director, a producer, etc.) with a disruptive vision for how to make your film stand out and be special. The other is courage: having the courage to really let go, to trust those people to deliver their vision, even when it feels risky, or uncomfortable, or when it’s hard to see how it’s all going to come together. Here’s a film for The NorthFace, wanting to plug two different lines of outerwear (with demos, please!) along with a higher-level statement about exploration and adventure within the city and out in the wild. The way this puzzle was solved through inspired creative execution is a nice example of how unleashing talent can still get you there, when all else fails.

 

 

Ad of the Day: November 7 (London)

Your daily dose of advertising awesomeness from around the world!

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Click the image above, or click here to see the video

Today’s pick:

  • Agency: W+K
  • Location: London
  • Client: Honda Civic type R
  • Name: A double sided story
  • Category: Web Film
  • Why I like it: There’s cool, and then there’s advertising cool, and this one is definitely the latter. It’s cool with a purpose. Branded, purposeful cool. So you need to introduce an “evil twin” variant of a popular family car? You want to communicate this duality in a way that catches the attention and gets talked about? Heck, you even would like for people to remember the letter “R” if possible? Well, here you have it. A nice story, shot expertly two times over, delivered through an innovative, blow-your-mind, forced-engagement use of the media channel. A wonderful combination of strategy, creative idea, execution, and media delivery – the likes one rarely sees. More of this, please!

 

Ad of the Day: November 6 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: adam&eveDDB
  • Location: London
  • Client: John Lewis (retailer)
  • Name: Monty the Penguin
  • Category: Film
  • Why I like it: Surrender. There’s a bit of a grinch inside all of us that initially thinks “oh, here we go again with the Christmas adverts, the commercialization of the season, etc.” But then you watch this magical little film for John Lewis…and you’re swept away. Wondrous storytelling, resting on the fine edge between the expected and the surprising. Expertly produced, blending warm cinematography, inspired casting, and seamless CGI. And a separate note on the remake of John Lennon’s “Real Love”…just magical. John Lewis (and adam&eveDDB) are quickly establishing a Christmas tradition with their Christmas ad…it’s not cheap or easy, but the value to the brand must be priceless. Merry early Christmas.

PS – If you’re curious about the commercial side of this effort, click on the screen at the end of the clip and prepare to be amazed. Yes, there is a Monty the Penguin toy, surely destined to sell out. But a million other elements, from apps, to in-store, to experiential, to charity. This is not just an ad, it’s a seasonal marketing platform. Bravo.

PPS- Thanks AJ Coyne for the heads up!

Ad of the Day: November 4 (Hong Kong)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Red Fuse
  • Location: Hong Kond
  • Client: Colgate Palmolive
  • Name: Turning packaging into education
  • Category: Ambient
  • Why I like it: My friend Davide is not going to be pleased about this one. Davide is an ex-colleague at Ogilvy Shanghai who had virtually this same idea one year ago. But nothing happened with it, and his version of it exists today only as a drawing on a paper at the bottom of some drawer. And therein lies a tricky truth about the advertising business: ideas are the magical core output – the holy grail of the work that we do. But unless they get made…ideas are just paper at the bottom of a drawer. If an idea doesn’t get launched to hopefully meet some sort a commercial objective for a client, it’s just an artistic project, at best. Nothing wrong with art, of course – but most art isn’t advertising. So in this fine case study from Myanmar, what is it that came between the original idea and the actual reality of it? Probably an army of account people, planners, brand managers, logistics specialists, regional marketing directors, producers, public relations folks, government liaisons, education specialists, factory managers, teachers, etc. etc. etc. Creatives give birth to the idea, but it often takes a village to turn an idea into advertising.

 

Ad of the Day: October 31 (Portland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: W+K
  • Location: Portland
  • Client: Nike
  • Name: Together
  • Category: Film
  • Why I like it: Damn, they got me again! Most excellent ads take us from indifference to love. Some lucky brands already “have us at hello,” so all they have to do is be consistently good and the love continues. And everyone has a few brands/categories/topics/products which they are predisposed to dislike. Turning that dynamic around, now that’s a challenge! As you may know, LeBron is going back to Cleveland, and all the messianic buzz is getting…a bit over the top. I was ready to hate this ad. And yet, one can’t help but get swept up. Partly it’s the grand visual impact of the growing human huddle, or the lovely black and white cinematography, or the stirring pre-game speech. But no, this one is all about…Pride. The pride of a city, the pride of a group of people being reborn. They managed to tap into the same midwestern, blue collar, gritty perseverance as the Chrysler “Imported from Detroit” series, an the result is fantastic. You try to fight it, but you can’t. Well done for Nike…again. (PS – notice the end frame has a link allowing you to download a high res poster right to your desktop – never seen that before on youtube, but it’s utterly brilliant.)