Ad of the Day – June 25 (Berlin)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBDO
  • Location: Berlin
  • Client: Smart Car
  • Name: Offroad
  • Category: Film

Why I like it: Gold Lion winner last week, and one of the audience favorites (most likely because this one hadn’t been seen to death. They project the gold winners on the big screen, and it was the first time I had seen it, at least.) Funny, engaging, memorable fantastic use of soundtrack, crystal clear communication of benefit…all the basics are really well covered, and you walk off with a great feeling for this car, right? Yet, observe: the car is ridiculed for the first 43 seconds, and then shown in a positive light for only 3-5 of the final seconds! This probably breaks every by-the-book rule of car marketing, it’s probably the greatest fear of the classically trained marketer, it’s not in the best practices guidebook, it probably was not liked by a panel of focus group attendees, it’s one that makes the board room uncomfortable…right? And that is why it works. That is what it takes. In a crowded category, when others zig, you must zag. Follow the rule book, and you’ll have a perfectly solid, entirely forgettable result. Who dares, wins. Will you dare?