Secretary: “excuse me…that alarm that is ringing…isn’t it yours?” PANIC ENSUES, MAD DASH THROUGH THE OFFICE LATER…SURVEYING THE NEAR-LOSS OF HIS “MILANESA” (classic Argentine breaded steak) Secretary: “What happened????” Man (indignant): “They tried to swipe my milanesa..!” Woman (indignant): “Son of a bi…!!” VO: win a special Tuppeware Alarm by sharing our cooking tips on FB VO: BGH Quickchef: meals that require an alarm
Why I like it:This one comes with a pedigree worth noting: from the makers of the great “Dads in Briefs” campaign for air conditioners, the imaginative “Quick Chef Music” special edition Microwave, and the ambitious-but-not-quite-right “Summer Hater” follow-up for air conditioners. The folks at BGH and Del Campo Nazca S&S are committed to ballsy thinking, and as a result you get quirky gems like this one. The premise is that these microwaves are so good at cooking (not just re-heating), that they make “Meals that require an alarm”. You make food, and you have to put an alarm on your Tupperware when you take it to the office, because people will try to steal it. Best of all, they actually joined up with Tupperware to make an alarmed version…and they’re using it as a give-away promo piece! How they get from the brief (good for food, not just re-heating) to the creative idea (food that requires an alarm) is a pretty inspired leap, normally that would be enough. But the genius is that they went all-in with the Tupperware concept, going as far as to produce it and make it the centerpiece of their communications push (2 other tvcs, social media, etc.) Consider also that there probably hasn’t been anything interesting to say about microwaves for about 25 years, product-wise. So to put a spin on things and come up with attention grabbing advertising not one, but two years in a row…wow. Para sacarse el sombrero, senores!
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!
VO: Summer arrives, and with it, the terror of every family…dads wearing tightie whities SUPER: Dress them up with a BGH silent air
Why I like it: Let’s face it, air conditioners are not the most exciting product around, and I can think of 1,000 boring briefs and 1,000 resulting boring ads. But this one starts with a strong insight (we can be defenseless against the heat in summer) , builds with a great, funny creative idea (what is a more horrible result than your dad walking around in tightie whities?), and caps it off with a nice execution, including an epic soundtrack and slick black&white cinematography. That’s a talented agency, folks. And, importantly, a client that is clearly willing to take chances. If this brand and this agency rings a bell, it’s because they were featured last week in this great case study, this time for microwaves.
Normally I don’t include campaigns, but I couldn’t resist sharing the second ad in this campaign. The translation is “Is there something more humiliating that seeing your dad act like a cool dude in front of your friends? Yes. When he does it in his tightie whities. Fathers in slips. Dress them up with a BGH silent air.”
In a previous post I wrote about how agencies should keep their eye on the ball and realize that everything they do should be geared towards developing great ideas that grow the client’s business.
The post stemmed from a quote about that more or less said “if the product isn’t good enough, we should help the client in creating a better product” – which I thought was bogus.
Well, looking through Publilog.com (a good Spanish language blog on advertising, by the way), I came across a very entertaining case study for BGH Microwaves in Argentina:
Faced with a request from a client to make an ad for a boring product with no differentiation, the creatives at Del Campo Nazca Saatchi & Saatchi took it upon themselves to first “improve” the product, and then produce some very kitschy-licious ads! Continue reading →