Ad of the Day – June 5 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Droga5
  • Location: New York
  • Client: Motorola
  • Name: Meet Moto E
  • Category: Film
  • Why I like it: Good creativity is really hard. It helps to have an amazing product, of course. But what if you’re given something that is decidedly mediocre, perhaps even by design? Like an entry level smart phone with entry level specs? Most of the time, this advertising story does not end well. But if you’re really good, and really lucky…creativity can save the day. Look what Droga5 did with this marvelous ad about a non-marvelous phone. They made magic. Made it interesting. Watchable. Shareable, even. And best yet, it made the phone look good, without cheapening it by talking only about the price (a great insight here – entry level users don’t like to be told they’re cheap.) A wonderful coup, but one that comes with a warning: middling product story, putting all the hopes on a creative miracle? Risky bet. Do not try this at home.
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Ad of the Day – February 21 (New York)

Your daily dose of advertising awesomeness from around the world!

Note: we hardly ever feature campaigns, but if you have 2 minutes you must go to the site to really understand the magnitude and the fun. Above is a “behind the scenes video”, but don’t miss the trailer, the motion board the focus groups…all for the ad the would have shot if they had money. Go here: http://www.ifwemadeit.com/

Today’s pick:

  • Agency: Droga5
  • Location: New York
  • Client: Newcastle Brown Ale
  • Name: If we made it (behind the scenes video)
  • Category: Film
  • Why I like it: Advertising can be a tough business, with solitary moments of inspiration surrounded by a lot of daily slog and frustration. But the great thing is, while you may sometimes throw your hands in the air and “give up” on advertising…advertising doesn’t give up on you. Just when you think you’ve seen it all, just when the cynic inside attempts to take over, advertising surprises you with something unexpected, something unique, or beautiful, something that makes you stop and say, “wow”. Here’s one example. The best ad in the Super Bowl…wasn’t actually in the Super Bowl. In fact, it didn’t even get filmed…because they didn’t have enough money. And yet the results are…”wow”. To take a common weakness (no money!) and to turn it into such a magnificently entertaining display of brand personality…it’s amazing. Definitely goes on the “wish I had done that” folder.

Ad of the Day – May 21 (New York)

Your daily dose of advertising awesomeness from around the world!

Because_Music_Doesnt_Judge

Today’s pick:

  • Agency: Droga5
  • Location: New York
  • Client: Spotify (music streaming service)
  • Name: “For Music”
  • Category: Print

Why I like it: I do love this print ad, it stopped me on my tracks. The photography is so raw, so honest, so un-advertising like. And the headline is keenly observant, finding a really interesting angle to describe our relationship with music. Really fantastic, it caught my eye and made me stop, think, and acknowledge the brand. The rest of the work, consisting of multiple TVCs? Not so much. This campaign for Spotify is probably one of those briefs that you’d just love to work on: I mean, what is a sweeter challenge than to define our relationship with music? There is limitless creative potential here: fewer things are more universal, more innate, more filled with memories, meaning and emotion! And yet…precisely because it’s so big…because it’s so very personal…once you start really thinking about this, you probably realize this is going to be a hard nut to crack! The grass is always greener on the other side, they say. But the “best briefs”, the ones that seem so easy…are actually some of the toughest.

Bonus content: here is my favorite one of the TVCs: “Stupid Gym

PS – This campaign got placed in the Ad of the day”draft” folder and then forgotten, nearly 2 months ago. Not as “fresh” as usual, sorry!

Ad of the Day – March 23 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Droga5
  • Location: New York
  • Client: Puma
  • Name: “Live life, don’t watch it”

Why I like it: If I’m honest, I’m a little torn on this one. The good: I’m sharing it 1 minute after having seen it for the first time, because I think it’s one of those ads that I define as epic, worthy of my advertising pantheon.  According to the Adboardingpass scale, this one is the rare birds: “interesting, brand linked, persuasive, campaignable and emotional” – a real feat!  Soaring narrative, makes the brand stand for something bigger than itself, seamlessly integrates the product, expert writing, superb depiction of urban, youthful energy for life, inspiring and thoughtful. I just love it, it really touches me. If you follow the genius shop that is Droga5, you’ll know that this ad is a follow-up to their Cannes Grand Prix-winning “After hours athlete” campaign. They just got tired of winning awards on that one, and deservedly so! Really, just hats off. I’m in awe. – Now the bad: If you ask me what my very favorite ad is, I actually have an answer: It’s Levi’s “Go Forth“. To me, there’s nothing better. It’s the ultimate. Now, go and compare the two. I’m sorry, but they’re the same ad. Levi’s is broader, more lyrical, etc., but really they’re the very same call to arms directed at youth. There’s no plagiarism here, none of that nonsense. I just think this fantastic Puma ad has the misfortune of coming out at a time when this exact high-ground has been claimed. You climb to the very peak of Mt. Everest and that’s unqualifiably great…except that if you get there to find another climber from a different expedition taking pictures, it’s just not the same, is it?

Have a good weekend, everyone.