Ad of the Day – January 9 (Amsterdam)

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!

Today’s pick:

  • Agency: Y&R Amsterdam
  • Location: Amsterdam, Holland
  • Client: LG
  • Name: “Smart thief”

Why I like it: We kick off 2012 at Adboardingpass with a good one from our always-so-damn-good-at-creativity friends in Amsterdam. A couple of thoughts on this one: a)Boy is it cool when you get to work on a project where the product has something unique, something different, a real selling proposition. b)conversely, I can think of the same 1,000 lame and all too predictable ways of talking about this product. So yes, good source material helps, but talent is talent. c)Very well executed…catches your attention immediately and, even though it’s arguable a bit too long…manages to keep it until the end. What is it about some ads that can do this, and most that can’t? I’m convinced there’s some voodoo involved, it can’t just be explained. And finally d)I always find this construct risky: a huge creative hook that relies on a last second brand reveal and a big “aha” moment. 9 times out of 10 it doesn’t work. Here it does, because the creative hook is so interesting and well done, AND the product benefit is unique and interesting enough that it pays is all off retroactively. Well played, Y&R, well played.