Ad of the Day – February 11 (Johannesburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Draftfcb
  • Location: Johannesburg
  • Client: Toyota Land Cruiser
  • Name: Border Post
  • Category: Film
  • Why I like it: Storytelling. It’s really so important. Unless the product is truly, and I mean truly exceptional…just showing it in action is not enough. Too many car ads are extended beauty shots. A complete waste, because few consumers will notice the ad (since it looks like every other car ad,) and even if they notice, they won’t care (since they likely don’t find the car as beautiful as the manufacturer does.) But an interesting story can be a Trojan Horse to the consumer’s mind. The cinematic quality in this Toyota ad grabs your attention and keeps you there for 90 seconds, even through the somewhat predictable chase sequence. And while you’re paying attention, the “car shots” are delivered. Storytelling. If you’re in a category where it has all been done before, it’s possibly the only way to do something that hasn’t.