Client: Bayer Cafiaspirina (an extra-strength version of Aspirin)
Why I like it: Humor…such a powerful Trojan Horse! You disarm with a smile, the anti-advertising barriers are lowered for a split second, and then your brand message comes through loud and clear to a receptive mind. In this case the message is “You already know Aspirin, but when you really need some strong stuff try Cafiaspirin”. Now, it’s interesting that if you look at this print ad, it’s 98% joke and 2% message…but if you pressed people later to recall the message, I’m not sure they would remember the joke at all, and yes the message (!) I imagine a comment like “I don’t know, it was some funny ad about how Cafiaspirina is very strong”. Pretty amazing how that works, isn’t it? Food for thought, because sometimes the best way to get a single-minded message across (especially if the message is of the unexciting “new and improved variety”) is to NOT do it quite so blatantly and directly. Think about what your Trojan horse is going to be in order to get to your consumer’s mind.
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!
Why I like it: The Western shooter standoff is very familiar ground in advertising, perhaps too familiar. But the “I give up” hands-up gesture is a great new twist, and this is where the ad becomes great: This creative hook is well-acted, surprising and memorable…and of course it is completely connected to the benefit! (this, my friends, is a clear sign of a good ad). Total integration of creative idea with the product benefit. So obvious, yet so hard to do right. Loved this one. A great way to start of the week from the super talented folks at DDB in Buenos Aires (among them is my brother-in-law Hernan Jauregui!)
PS – What a joy it is when you have a great client, with a great brand, with an appealing brand/product benefit. In this case we have VW: just check the Ad of the day Archives, or even the awards show results for 2011 and you’ll see a lot of excellent work from them around the world and with different agencies and car models – clearly there is an overriding philosophy that is helping to push great work forward. Then you have the VW Tiguan, which has a hands-free auto parking feature which is very cool, and very different. A gift for a creative, really. You can go at it in so many different ways: Almap BBDO did so like this and won a Cannes Lion for it. This time it was DDB Argentina’s turn (who by the way also won big in Cannes for a print campaign for VW).
Every morning I scour the web and look at 10 random 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!
Client: National Association of Advertising Agencies
Why I like it: Quite simply, I like the retro-elegance of a longform copy ad, coupled with a very appealing art direction. It’s an ad that hooks you in very easily through the image, but then forces you to sit through it and pay attention to the idea. It’s not for every moment, or for everyone, I freely admit. But I appreciated it when I saw it, you don’t see many ads like this one nowadays. (and it’s telling that this isn’t for a “real” client, but for the ad industry itself.) These folks at Almap produce some of the better work anywhere, and this is yet another example of their creative chops!