Why I like it: Wow. This is an example of a big budget, well-spent. And by that I mean that you can clearly see hear and feel where the where all the money went. The money went into producing “amazing”, and “cinematic”, and even “thrilling”, and these adjectives don’t come cheap:) Of course, all of this is wasted money if you don’t have a creative idea (the guy moving the elements with his hand), and more importantly if you don’t link it to the brand or product feature (they do, at the end). Being picky, I’d say the idea is just ok, and the product feature is kind of cool but a little gimmicky…yet the reality is that amazing execution is a very effective amplifier that can turn good into great. If you have the deep pockets and/or the ambition, and talented people that know what they’re doing, then go for it! Consumers will welcome it, and the anti-advertising barriers will drop so your message can make it through. (PS – despite all the impressive effects, one of the executional choices that most stuck with me the most was the musical score. Even in a visual extravaganza like this music has so much power.)
(note: watch this in full screen with the volume up. You’ll get a little more of the cinematic feel that way)
Why I like it: Wow. What a gem of an ad. I can imagine that some of you may be thinking “meh…this is amazing, but it’s more film than actual advertising”. Well, certainly this has very cinematic aspirations, but that doesn’t mean that the basics aren’t very well taken care of. Let’s do a quick review according to our standard criteria: it’s tremendously interesting and atmospheric (storytelling!) It’s well branded, with Perrier heroically (and every-so-stylishly) at the core of the climactic moment. I give it just an “ok” on persuasion – the refreshment message is obviously there, but purposely amplified to make it less truly persuasive and more of a narrative device. Is it campaignable? Could be, but this is clearly a one-off. And finally, I think it does hit some very interesting emotional notes for a mineral water ad: bravery, hope, suspense, despair, and a subtle undertone of melancholia. Overall, a very rich treat, with many flavors at play! So yes, it is an ad…and a very good one.
But let’s talk for a second about the courage and drive that it must have taken to get this made. This doesn’t look like it was cheap. And it doesn’t look like it came from a specific creative brief. this looks like a labor of love. In between all the mediocre work that we will inevitably churn out in our life, we’re lucky if we get to work on one of these even a few times in our career. But that “luck” is earned through blood, sweat and tears! So hats off to the folks at Ogilvy Paris and Perrier who made it happen!