Ad of the Day – September 16 (Chicago)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Energy BBDO
  • Location: Chicago
  • Client: Extra Gum
  • Name: Origami
  • Category: Film
  • Why I like it: Wow, this one really sneaks up and delivers! You think it’s going to be a standard, semi-cheesy ad, a cliché picture of family bliss…and yet, the end reveal is surprisingly powerful. It forces an emotional response from even the most cynical. If you’re a parent, I’m betting this one will “get” you. And yet, as an advertising guy, what I marvel at the most on this one is the flawless integration of the brand/product into the story. One of the holy grails that we seek is an emotional, story-and-character driven ad that also credibly weaves the brand/product into the story (ideally as a catalyst of the action.) It’s so damn hard to do, because quite often the two are in direct conflict – the brand/product breaks the spell of the emotional narrative…and the emotional story gets in the way of us remembering the brand/product. So it’s a joy to watch on this one, from a technical point of view, how the gum is a credible, even integral part of the story. The multiple (!) product shots feel unforced, and even the wrapper is the object around which the entire emotional construct revolves around! Even the wonderful tagline “Give Extra, get Extra” manages to pull off the “emotional and branded” trick. This is all extremely hard and quite rare, so my hat is off to Dan and the team at EnergyBBDO Chicago for this mini-masterclass in emotional advertising. 
Advertisements

Ad of the Day – January 23 (Chicago)

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! (note: I’m finding a lot of good stuff from the US, so we’re going to bend our rule)

Today’s pick:

  • Agency: Energy BBDO
  • Location: Chicago, US
  • Client: The Partnership at Drugfree.org
  • Name: “Enabler”

Why I like it: I believe some type of communications are inherently more difficult to pull off than others. One such example is anti-drug and anti-drinking campaigns: affecting people’s behavior is hard enough, but when you’re trying to tell them not to do the thing they very specifically like to do…well that’s a challenge! So it’s cool when these ads work. We had earlier featured a good one from New Zealand, also from BBDO (mind you, I think anti drunk driving ads are a slightly simpler sell because no one in their right mind specifically wants to do this). In today’s example, what was interesting is how they targeted not the user, but their periphery – in this case the parents, who are at times enablers, at times in denial. Very effective, very insightful, and I think very likely to change behavior in a positive manner. If not for the user, then for those that clear the path. I had the good fortune to meet Dan Fietsam and his team, and they are absolutely top-notch. It’s great to see them start the year with this very solid work, hats off to them!

“Denial”