Ad of the Day – February 17 (Salt Lake City)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Camp4 Collective
  • Location: Salt Lake City, UT
  • Client: The North Face
  • Name: El Sendero Luminoso
  • Category: Film
  • Why I like it: What a liberating time we live in, where content is king and formats don’t rule the creative output. Ten years ago this mini film probably doesn’t get made, and if it  did, it would find it very hard to get seen. Today, “if you build it, they will come,” as long as the quality is there. This film is longer than most branded films, but if you get into the first minute you’ll probably end up watching the whole thing. The story is instantly compelling because it features life-or-death stakes. The cinematography is beautiful and scary at the same time. The main character comes to life and make us care (even though we think he’s a bit crazy.) And, most importantly, the role of the brand is understated yet entirely appropriate and credible. Very enjoyable…unless you’re afraid of heights!