Ad of the Day – January 24 (Toronto)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: DDB
  • Location: Toronto
  • Client: Woodgreen Community Services
  • Name: Gossip Today
  • Category: Film
  • Why I like it: A simple idea, executed perfectly to deliver a worthwhile message. Well done! There are many “do good” efforts out there in the last few years, it has become a welcome movement, of sorts. (hey, ad agency people need to earn their way into heaven somehow!). These efforts can be organized into a pyramid, from most numerous to least. At the base are the ads that miss the mark on tone. They are either too preachy (shame on you!) or way too saccharine and manipulative (woe! woe!) The result is a consumer brain that shuts off at the soonest possible point. Level 2 incorporates some clever catch or conceit (for example, a cool engagement model through social media!) but misses on message…most likely because the idea for the clever engagement model came before the assignment for the cause. So far…not so great. But then we get to level 3: Pitch perfect on tonality. Makes you think and even moves you, while talking with you, not at you. I love this example from Almap BBDO in Brazil, it was one of my favorites last year. Finally there is level 4…where the pitch perfect tone is wrapped in a layer of innovation and surprise. The execution, the narrative…something about the ad pulls the rug out from under you in a way that hadn’t been done before, and as a result you focus even more keenly on the message. This ad for Woodbridge Community Services qualifies, for its finely tuned message, wrapped in a Trojan horse that is our celebrity obsession. Very well done!