Why I like it: Wow, very very very nice! Just when you think Axe is starting to become tiresomely formulaic with its “hey nerd, wear this and super models will tear their clothes off for you” fantasy series, they come out with this. With a nice balance between the sexes (dare I say romantic?), but with all of the edge that is expected of the brand. The notion of launching his/hers product is not new, so I love the freshness of the “unless the chaos” core idea. I particularly like the print executions – they are lovely to look at, and they sell the product proposition very well and with originality. (I’m predicting some awards!) But as a special bonus, below is the TV spot, which ads an over-the-top visual drama that is really quite engaging. I have a ton of respect for the folks at BBH London, who keep churning out consistently great work, for completely different types of categories. I’ll raise a pint for you guys this weekend!
PS – Who can tell me where this was shot? I’m guessing Montevideo or BA. Anyone?
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: The Western shooter standoff is very familiar ground in advertising, perhaps too familiar. But the “I give up” hands-up gesture is a great new twist, and this is where the ad becomes great: This creative hook is well-acted, surprising and memorable…and of course it is completely connected to the benefit! (this, my friends, is a clear sign of a good ad). Total integration of creative idea with the product benefit. So obvious, yet so hard to do right. Loved this one. A great way to start of the week from the super talented folks at DDB in Buenos Aires (among them is my brother-in-law Hernan Jauregui!)
PS – What a joy it is when you have a great client, with a great brand, with an appealing brand/product benefit. In this case we have VW: just check the Ad of the day Archives, or even the awards show results for 2011 and you’ll see a lot of excellent work from them around the world and with different agencies and car models – clearly there is an overriding philosophy that is helping to push great work forward. Then you have the VW Tiguan, which has a hands-free auto parking feature which is very cool, and very different. A gift for a creative, really. You can go at it in so many different ways: Almap BBDO did so like this and won a Cannes Lion for it. This time it was DDB Argentina’s turn (who by the way also won big in Cannes for a print campaign for VW).
Every morning I go to adsoftheworld.com and other sites and look at 10 random 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 it will be pretty weak. But it’s the Ad of the Day!
Why I like it: It’s funny! A slow build, a real-life tic, a potentially tense situation, just the right pauses. Really well done, and the Cannes jurors were in agreement – it was awarded a Gold Lion in the Film category.