Why I like it: Almost exactly 1 year ago (May 24 of last year) we shared a great ad by the same agency and client. It used a lovely visual narrative and an innovative execution style to engage you fully, all while clearly bringing to life the storytelling potential of Getty’s vast image archive (Click here to see “From love to Bingo“). A year later, they’ve done it again, this time showcasing Getty’s video library. A normal creative team would have taken a winning formula and ran with it again…why not? But these folks at ALMAP are much better than normal: They kept what was good, and then put a new wrinkle on it to make it better: the split-screen device gives you a whole new layer of narrative depth and visual engagement. Even if you begin by thinking this is a repeat from last year…by the end you’re fully swept up in the moment. So many great lessons here: from the appeal of narrative, to the magnet-like pull of great music, to the importance of weaving the brand/benefit into the ad, to the power of leveraging deep human emotions. Great work from Sao Paulo, yet again.
Client: Casa do Zezinho (educational foundation for needy kids)
Why I like it: (watch the ad first) Fantastic. The gritty, hidden-camera execution is quite inspired: just as you’re sensing that you’ve “seen this before” there comes a delightful twist that makes you smile and lean in closer. The notion of having “other ways to help children” is also quite different and empowering, which is key in breaking through the clutter of public service advertising. Yet what truly hits the mark here is the inspiring emotional appeal. Not guilt-inducing emotional appeal, which often works but leaves you feeling a little blue. Not horror-inducing emotional appeal, which often fails because you reject the message, if only to spare your overloaded senses. But the optimistic, almost uplifting emotional appeal of showing the inherent goodness and solidarity in random strangers. The kindness of those who stopped to help…the way two of them gently place their hand on the shoulder of the kids before they walk away…it’s touching, it’s real, and it works.
Why I like it: yes, yes, and yes! “Road safety” has been done to death, so when you come across work that is completely different and unexpected, work that is expertly crafted to deliver a unique and arresting visual “punch”, and work that is intellectually honest and on message…well it just makes me happy:) Furthermore, it’s proof that creativity can truly flourish anywhere: yesterday it came from Minneapolis, and today it comes from a small independent agency in Curitiba. One day inspiration strikes, and the next day you’re shortlisted at Cannes (my prediction). Believe it: your next project could be “the one”…and why the hell not?
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.
Category: Mobile advertising (note: We’re going for an “all-digital” week at Ad of the Day!)
Why I like it: Brazilian ad agencies are great at taking the simplest of ideas that clearly reflect a benefit, and then executing it in a completely new way so as to attract the attention of the target (and, let’s face it, of awards shows juries!) We saw an example of this with Sprite, where they put a unique spin on a refreshing summer shower. And now here again for an insurance ad on an iPad auto magazine. No big case study video here…it’s so straightforward that you just watch it, and chuckle, and marvel at the simplicity, and curse at the heavens for not having thought of it yourself! Well done, yet again, for our Paulista friends!
Translation of tagline: “When the life of a turtle flash drive is more exciting than yours…it’s time to go to UOL Viagem“
Why I like it: For the travel industry you expect images of exotic locales beaches, taking you away from your daily drudgery. Here it was done with more energy, imagination and even humor than the norm, and that’s why it stood out to me. I like ads that transmit a “zest for life”, that send a strong message that there is more out there to do see and do. This resonates with me when it’s for Levi’s, when it’s for Puma…and even when it’s for a travel agency. The adventures of the turtle flash drive came across as inspiring, a call to arms to get out and do things, see places. I have my doubts as to how viable the online ad agency industry is as a whole…but in terms of pushing me to act, in terms of making me jealous of a little turtle…this one worked for me. So nicely done:)
Why I like it: Back in April 5 we featured 3 great print ads done by Leo Burnett forFiat Original Parts. This time it’s for VW Original parts, so I guess this is a very large industry in Brazil. Either that or creative awards season is around the corner (wink, wink). Even though this sets of the Adboardingpass Scamocity radar, I wanted to share it with you because they really did find a pretty creative twist to deliver the message of “imitations suck”, and they did so in a way that is new and gets people talking. These days we are so over-bombarded with messages today that if you don’t take a different angle on things it’s likely you will not be noticed. So congrats to the guys at Almap for this stunt – it’s the type of oblique creative thinking that is offering a peek into the future frontiers of advertising. Some of it may work, some of it may not pan out – but it’s worth trying, or we’ll never know.
Why I like it: The good: “A good story, well told”, is one of the simplest attempts at defining good advertising. Well, this one fits the bill: a lovely, fully textured story told in a very unique, arresting, lovingly crafted, almost incredible-that-they-made-it-work manner. Best of all, it so clearly illustrates the product/brand benefit! This is a great example of the theory that great creativity lowers your mental filters and opens your mind to receiving a marketing message. And major extra points for giving this the flair of being “from love to bingo”…a mediocre approach would have been a generic “from birth to death”, or “from first sight to last kiss”, etc. Simply superb, and honestly Almap BBDO has us used to this by now! Now…the bad: I really hesitated in including this truly fantastic ad… Why? I’m so sorry, but this sets off my “Scamocity scale” in a big way. I suspect it’s what I call a “Mother Teresa” scam, whereby flower shops, dog pounds, abuse shelters, and yes even stock photo companies around the world are gifted these fantastic ideas (and even finished executions) by top creative shops. Does it diminish the end result? You decide… but look for a post on this topic very soon!
Why I like it: A famous rock band might perform in front of just a few guests in a studio, but what matters is that millions will see the tv broadcast. In the same way, these types of “events” are staged less for the impact of those participating, but for the spill-over effect on the web, where videos have a chance at any given moment to “go viral” (not to mention in awards shows, where these videos are the actual submission). I liked this one a lot because it was intimately connected with the refreshment promise of Sprite, and it was executed very well with the giant dispenser machine creating an irresistible draw. More importantly, based on what I said earlier about spreading the word online, notice that today there is one more frontier in execution: it’s not just about executing the event…it’s about executing the video about the event! In this case, everything from the refreshment, to the joy, to the sensuality was perfectly captured into an appealing 1 minute package that is actually better than the event itself! We should all take note, because this is what the smart agencies and clients are focusing on in order to develop their creative chops and gain accolades along the way. Parabens, amigos!
Why I like it: Ha! I just found this charming and pretty hilarious. It’s tricky territory to use God in your advertising, but in this context I think it just…works. I mean, the image of God texting while creating vs God fully focused, that’s killer. Yes the crystal clear water is a bit of a convention for these Caribbean tourism ads…but everything else is different and refreshing. Nice work to end the week in a groovy way!