Why I like it: It’s so hard to do “funny” properly…and here I think they nail it. A crazy premise delivered in a serious, go-all-the-way manner, just lovingly executed. From the premise, to the little details like the awesome soundtrack, the movie cliches, the slow-down scene at the roadblock, etc. Nothing revolutionary about the “idea” in this ad, it’s the execution that makes it work! I was at a workshop earlier this week where an interesting thought was raised: in some categories (beer?) where there is nothing really new left to say, or where you very seldom get a truly new insight/idea, there is still a way to shine and innovate: by having your execution be the “idea”. So instead of “a good story (idea) well told (execution)”, what stands out in these categories is “a really amazing way (execution) to tell a story (idea)”. Worth a thought. Well done to the crew at Clemenger, whose past effort for Carlton beer was featured here and was a lion winner at Cannes!
Name: “Salgamos Jugando” (a soccer expression meaning something like “let’s control the ball”)
Why I like it: If you are a fan of soccer/footbal/futbol/futebol, you don’t like this ad, you love this ad. It is filled with little visual “easter eggs” that keep popping out each time you view the tvc (the first time you’ll miss some of it, so watch it again!) This ad, made to announce Cristal’s sponsorship of the Chilean national team, captures a lot of the visual cliches of soccer and applies them to the popular “buddies-in-a-bar” setup, with hilarious effects. Really well done…one of those that make you laugh “because it’s so true!”.
Now…a whole separate paragraph is needed so we can have a conversation about the music. The song makes the ad, from second 1 onwards. No matter how good the rest of it is (and it is quite good!) the track is easily 60% of the awesomeness. Why then don’t we pay even more attention to music in the creative development process? Music is such a powerful shortcut to the emotions, yet so often the track is treated as something that is added on at the end, perhaps even by the production house/director. Are we under-using a tremendously powerful tool? I think so. Let’s push harder, people. I can imagine the account guy or the client saying “…are you crazy? ‘We are the Champions’ must be incredibly expensive! Can’t we just compose something with a similar feel?” The fact that it came out like this shows that someone along the line had the courage to aim high, and it shows in the result. Congratulations to the folks at Lowe Porta for the very first Ad of the Day from Chile!
PS – I’ve written before about the off absence of jingles in today’s advertising, Click here if you missed it.
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: This 2 minute case study is WELL worth your while. It’s a case study about how thinking harder, being ballsier, and committing to taking things “all the way” can have a huge payoff. Of course, beer is always ripe with creative potential – but between potential and fruition is the thinking and the doing. I won’t say more, just see it for yourself. And then kick yourself because last time your company did a similar sponsorship all you did was some t-shirts and a hospitality tent! Happy Friday, brought to you by the talented folks at Ogilvy Cape Town for our very first South African “Ad of the Day”!