Ad of the Day – August 8 (Cape Town)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Brandlab
  • Location: Cape Town
  • Client: Nedgroup Investments
  • Name: Hudson
  • Category: Film

Why I like it: Ah, the power of storytelling! Let’s say I tell you I’ve got an ad for a financial institution…[yawn] With a tagline of “Make thing happen” [zzzzzzz], and the ad conveys the value of  “calm, informed decisions” and “in the right hands, everything is possible” [drool, snore] Fine, let’s try a different approach…the ad depicts the “miracle on the Hudson”, where a passenger plane leaving Manhattan blows all engines in mid-takeoff, can’t make it to a runway, and within seconds the captain makes the decision to glide into a crash-landing on the Hudson river…[wait, WHAT?! Let me see that!] I can’t recall an example where a story so clearly lifts the mundane and cliché into an interesting, sensible, even compelling message. It works because you’ve got the charming captain delivering the message. And because his qualities perfectly match those which the bank wants to be known for. But the real star here is the story. It’s a compelling, gripping tale that captures the imagination. We are all used to the idea of famous people in ads, mainly as an attention-getter. How about “employing” famous stories?

 

PS – Thanks to @Dan_FranDisco for the find!

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