Ad of the Day – May 19 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: CP+B
  • Location: Los Angeles
  • Client: A1 Sauce
  • Name: New Friend Requests
  • Category: Film
  • Why I like it: A1 is traditionally known as a sauce for flavoring beef. So the marketing objective is no suprise here (probably some dull marketing-speak like “expand frequency by increasing NBSOM – non-beef share of mouth”) The brief is where things start to get interesting (probably something like “A1 thinks it’s time we see other foods”, or “Dear steak: it’s not you, it’s me”) And the idea and execution is where this really flourishes. A wonderful mix of technology, medium, popular relevance, and humor, to create a perfect piece of web content: it entertains while at the same time conveying the brand message with complete clarity. Proving yet again that fantastic work can indeed be mined in any category, in any product, and for any budget.
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Ad of the Day – May 8 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: CP+B
  • Location: London
  • Client: Turkish Airlines
  • Name: Euroleague epic pool dunk
  • Category: Film
  • Why I like it: I love this one, it’s impossible to watch the end without smiling. The film does a wonderful job of weaving in some of the elements that make the Euroleague (European professional basketball) so exciting to fans: skills, players and camaraderie. But where it really shines? Conveying Joy. It manages to capture true, spontaneous, unrestrained, infectious joy at the very end when the ball goes through the hoop. Think about how rare this is in advertising. You see plenty of other emotions, from negative ones to sad ones to happy ones. Often they are acted or manufactured…and very rarely do we see real joy like this – it’s a wonderful gift. The back-story is that they finally captured this in one take, after 20+ tries, at the very end of the long shoot day. It feels real because it is real, and I’m glad they were able to bring it to the screen.

Ad of the Day – July 12 (Gothenburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: CP+B
  • Location: Gothenburg, Sweden (yes, again)
  • Client: SAS (Scandinavian Airlines)
  • Name: “Point and fly”
  • Category: Mobile (note: we’re going to go for an all-digital week in “Ad of the Day”!)

Why I like it: It’s all based on a simple idea around impulse travel – by showing you where these destinations are, how far/close you are from them, and how cheaply and quickly you could get there…it really makes you start thinking about that weekend escape. It’s built with an appealing, clean design (very Scandinavian!)It uses a unique functionality of the tablet medium(the built in compass/geo location)in a way that is central to the entire idea, not merely a gimmick. And finally, it’s seamlessly connected to the desired outcome of getting people to book a ticket – the e-commerce functionality at the end is what really showcases the potential of the digital medium versus say, a print ad. This is stripped down (here’s what I’ve got, buy it now)but effective. No social media sharing, uploading, pinning, blogging, or anything else. Old-fashioned like a coupon, but amplified by today’s technology. Nice!

Ad of the Day – July 11 (Gothenburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: CP+B
  • Location: Gothenburg, Sweden
  • Client: JustDance 3 (video game)
  • Name: “Autodance”
  • Category: Mobile (note: we’re going to go for an all-digital week in “Ad of the Day”!)

Why I like it: So many branded apps get made and then pass by like a ship in the night, to be downloaded only by the employees of the agency and their family members… If I had the formula for how to avoid this I’d be rich, but here are two theories: you need to provide to people the ability to do something useful that they could not have done without your app…OR you need to give people the ability to be entertained in a (new)way that is made possible only by your app. In both cases, you as the brand need to give a lot more than you ask in return. In this example from Sweden, they hit the nail on the head with the entertainment value (tell me you don’t crack a smile once the music starts!)and what’s best: the whole thing is completely linked with the product being sold, yet ithout being pushy. This is the holy grail, and the results speak for themselves!

Ad of the Day – January 13 (Boulder)

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! (note: today it’s from the US, but it’s my blog so I can break the rules every now and then, ok?)

Today’s pick:

  • Agency: CP+B
  • Location: Boulder, CO
  • Client: Scandinavian Airlines
  • Name: “Couple up, to buckle up”

Why I like it: Because this is awesome. See, this to me is when digital starts to fulfill its promise. It’s a shame how seldom you this happen. Most digital is self-indulgent (breathlessly focused on the means instead of the message), or simply dull (rehashing a boring story). This, for me, shows the sweet spot: A fabulous insight about bringing couples together as a means to influence action. And a daring, fresh and imaginative way of bringing it about through technology. Let’s assume you have a sound strategy, after that the litmus test for greatness is two questions: a)Do you walk away thinking about the idea and what it conveys, or thinking about the technology behind it? Yet…b)could this have been done without technology? If your answers are”definitely the message”, and “you need technology to bring it to life”, then you’re talking about a great digital tactic, done with a purpose, focusing on the message, brought to life in a contemporary way. Well done to the boys from Boulder!

Ad of the Day – Oct 6 (Boulder, CO)

Every morning I scour the web 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 you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: CP+B
  • Location: Boulder, CO
  • Client: Kraft
  • Name: “JELL-O Jiggle-it”
  • Why I like it: Today’s ad of the day is actually an iPhone App. Constant readers will have realized by now that “ad” no longer means a 30 second tv ad. It’s often just that, but it can be just about anything that touches a consumer in an engaging manner. In masterful cases such as this one, it can even be an app. What’s not to like? You take something that is frankly quite boring and you make it funky, personalized, mobile and social. That, folks, is how the smart people in advertising are thinking these days. You start with the observation that jell-o jiggles, and you end up here. And it’s not enough to just think it…the good ones get it done. Amazing. Go download it. Another hit from the guys in Boulder/Miami!