Why I like it: One could talk about the amazing streak of late for Volvo and Forsman & Bodenfors, with great little ads like this one, or this one. One could talk about how this ad rates so highly on replayability, shareability, and brandability, making it deliciously viral (indeed. 21 million views in a few days!). One could talk about how this is a cool torture test idea (have trucks drive in a perfect parallel line, backwards), taken to new heights by amazing writing, celebrity casting, timing, visuals, tonality, environment (sunset!), camera work (one fluid, graceful take), and sublime use of exactly the right music at exactly the right time. One could even speculate that this is a guaranteed Cannes Lion come next June. But perhaps it’s best to simply sit back, hit play, and bask in the sheer awesomeness that is this ad:) We’re not worthy.
Why I like it: When others zig, zag. In today’s world of relentless advancement and innovation in the technique of advertising…there’s something delightfully retro about this web film. It reminds me of ads they might have done in the 60s or 70s. The “torture test” demo, the CEO-as-spokesman, the little details like him wearing a suit and tie, or his Swedish accent, or the interesting single-take shot, or even his charming assurance that “you don’t need to worry.” It’s all so crisp, single minded…and reminiscent of a simpler time in advertising, perhaps?
Why I like it: Oh, SNAP! Just in case you were getting a bit too comfortable and smug as you watch this ad on your new iPad while sipping a $4.00 soy mocha latte, here’s a reminder to that clicks, tweets, likes, forwards, posts…all of these daily buzz words are often just “fluff” in the face of real need. Get off your butt and donate, that’s the compelling call to action. I can sympathize with the message, but the best part is the finesse of the delivery (in public awareness ads, hitting the just right balance between “encouraging action” and “overbearing preaching” is often the hardest thing to do!) Here it was done with such flair: a finely calibrated mix of seriousness with a touch of biting, sardonic humor that can’t help but to generate admiration among the intended target…even while they are the ones being jabbed at! A great cause, a solemn message, a clear call to action, a new angle of attack, and a subtly devastating delivery. Top notch work from Sweden.
Why I like it: This strobe photography device has been done quite a bit to show superior athletic performance, the human body performing at its highest potential! But here they show an athletic…catastrophe, which makes it completely refreshing, interesting, and even funny*. We spend a lot of time thinking of completely original ideas, but there is true creativity in taking the known and giving it a unique, original spin. We’re off to a very Scandinavian start of the week on Ad of the Day…can they sustain it?
* I’m sorry, I have a gene in my DNA that makes me laugh when I see this ad. No one likes to see serious injury, of course, but a billion videos on Youtube of skateboarders landing crotch-first on a railing can’t all be wrong.
Client: Vastraffik (public transportation entity in Gothenburg)
Name: “The Tram Sightseeing App”
Why I like it: Watch this short case study to learn the difference between lame branded apps, and proper ones. Did you know that less than 20% of all branded apps get more than 1,000 downloads? Think of all of the effort that goes into getting one of these made, from idea, all the way to final rollout…just to have basically your friends and family download it. What the secret for making it work? Obviously, keep the branding and “selling” to a minimum, if at all – it’s not about that. But most importantly: be useful. Help people do something that THEY find interesting and useful, and (wait for it…this is the key…wait for it…) that they couldn’t have done on their own without the app. It’s so simple, so obvious, so true…and so seldom seen. Great job here by our Swedish friends and their client to see a need, and resolve it in a creatively useful fashion!
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!
(watch the video before you read my comments below)
Client: IQ (an organization against alcohol abuse)
Why I like it: Misdirection is a powerful tool when applied properly. In this case, I think they totally nail it…because they totally nail the conventional cliches in liquor advertising, so when the switch comes, it’s both impactful and crisp in its message. You’ll note they manage to stay away from becoming overly-preachy, which would go against the intended effect. (this same approach worked on an anti-drunk driving ad from New Zealand that we featured recently). Lingering, effective (at least for me), and very well executed work from Sweden. Skål!