Ad of the Day – January 20 (Paris)

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: Fred & Farid
  • Location: Paris, France
  • Client: WeightWatchers
  • Name: “Treat Yourself Better”

Why I like it: On Adboardingpass I’ve tried to share a coherent and consistent opinion on what I consider to be good creative. But hopefully I’ve also conveyed the truth that advertising is not computer science – there is much “voodoo” involved and sometimes things that should work, don’t, and things that shouldn’t work, do. This campaign is an example of the latter. One could argue that this ad is not well branded, the visual doesn’t clearly convey a benefit, it’s not actively persuasive, it’s not very campaignable, it’s not very emotional, and altogether it’s perhaps a little more art than advertising. And yet…I can’t take my eye off of it. It’s so visually interesting, so different, so arresting, so…mysterious, that it makes me want to find out more! It’s almost like a viral video that is so entertaining that it predisposes you favorably towards the brand and makes you want to find out more, almost as a reciprocal gesture. I predict a polarizing reaction towards it, with most people thinking that it’s an over-reach, a creative indulgence. And yet…I love it. I can’t hide it! What do you think? This comes from Farid & Farid in Paris, who were featured on Ad of the Day previously for their also uniquely arresting and art directed print ads for Schweppes, as well as for this fantastically cinematic Martini ad. That’s a really impressive portfolio, and they’re the first agency to be recognized here 3 times. Cheers to that!