Ad of the Day – September 6 (Los Angeles)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Deutsch
  • Location: Los Angeles
  • Client: VW Jetta
  • Name: “Bad dog”
  • Category: Film

Why I like it: VW has been on somewhat of a virtuoso streak in the last couple of years, particularly in film. One inspired ad (say for example “The Force”) can be attributed in part to some good luck – after all, if there was a formula we’d all be doing it more often. But when you start seeing multiple great ads like this one, this one, this one, this one, this one or this one…from different agencies, from different countries around the world, and for different models…well then you know that something is going on…perhaps there actually is a formula! More likely it’s a philosophy about creativity that stems from one or two very talented people at the top of VW. I’d like to know more, because whatever it is, it’s working for me! This one above is one more in a line of really good ads. Simple as hell, focused on an interesting benefit that might seem small…but hooks you in (without this nothing else matters!) and leaves you with a warm feeling for the brand, crisply shot and expertly produced (the soundtrack is once again a difference-maker, as is the casting of the dog). Sometimes I fear we over-complicate things: deeply debating the human insight, the broad strategy, the maslow’s pyramid, this paradigm here and that global learning there…ultimately getting so invested in our own brilliance that we then feel it must ALL appear in the 30s ad…when all people want when they get back from work is to sit in front of a couch…not think too hard…and maybe crack a smile. Well done, once again for VW, who clearly gets this and makes it look easy!