Why I like it: I love this one so much. It’s a like a 1 minute mini-movie that puts a ton of ingredients in the pressure cooker (humor, drama, cinematics, design, suspense, brand, casting, product benefit, sound design, etc.) closes the lid, raises the heat…and out comes this little gem, perfectly balanced for impact, memorability and enjoyment. So chock-full of detail that it bears repeated viewing (what is your favorite shot? mine is the one of the kids in the back seat of the station wagon, sucking on a popsicle – so spooky-random and so awesome! Oh, and I still don’t get where the guy comes from at the end…) Imagine this one in a commercial break full of car ads showing winding roads and blowing leaves. It stands out, doesn’t it? Fantastic work out of San Francisco yet again (check out their previous effort almost exactly one year ago), showing the importance of craft, attention to detail, and creativity all working to amplify a simple strategy and benefit.
Why I like it: Just great. I’m helpless in the face of such overwhelming charm! Amazing acting by the girl (her expression as she’s driven off is priceless), great humor, nice insight, just completely enjoyable. It’s an ad that I would perk up to see the second time around, an ad that I would share with others – and for a car ad, that’s pretty rare. Now here is the interesting part: Did you notice that the car is barely there? When it does come in late into the commercial the payoff is credible, it makes sense, it ties together, and they have a very sexy shot of the car driving away, looking all the sleeker because you’re already wired to think it’s some sort of advanced spaceship. But really, the narrative that brings you in doesn’t even feature it. And yet the car/brand payoff is so strong. Think of VW “The Force”…exactly the same principle at play. Now think of a standard car ad with the car making tight turns on a hilly mountainside at dusk…you can’t, because it’s so mediocre that it’s completely forgettable. There’s a lesson to be learned here, isn’t there?
A weekly series of “9 smart questions + 1 stupid one” with talented industry people…all with an international twist, of course!
Advertising and design is serious business, people!
1. Tell me briefly about your background. How did you get to where you are today?
I was born in London, but spent most of my life in Milan, Italy. I studied marketing business and economics at Bocconi university. But I was pretty much immersed in the world of design from an early age. My father is a designer, and my mother is a fashion designer. So I started doing a Masters in car design, and worked as Strategic Designer for four years. It’s similar to what I’m doing now in advertising, but in a design context: defining the physical premises for a product, knowing what the “brand” stands for, what the audience is, etc. One day I had the chance to meet the CEO of DDB Italy at a seminar of automotive design, and later on he offered me a job as a Planning Director for Audi. So that was my start, it was somewhat of a natural jump into strategic planning.
2. Both of your parents were designers. What impact did that have on you, and how did you carry over that sensitivity onto your professional life? Continue reading →