Ad of the Day – April 23 (Paris)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Herezie
  • Location: Paris
  • Client: Harry’s (sliced bread)
  • Name: “All Day Long”
  • Category: Print

Why I like it: What draws people to this print ad is the common device that I call “wait! there’s more than here than meets the eye, c’mon, take a closer look!”. It seems like sliced bread…but…not quite…you see, it’s made up of people in the shape of sliced bread…which is odd…so you look a little closer, get drawn in, and before you know it you’ve absorbed the intended message of “All day long”. Very nicely done here, especially since the product benefit isn’t all that exciting. Now, this device may be somewhat popular in the last years (ex: Samsonite’s “Heaven and Hell”) but don’t for one minute think that it’s easy to pull off. The executional style has to be very unique and finely calibrated: enough to “hook” you instantly from afar…yet well crafted enough to keep luring you in slowly, without “breaking the line”. And that’s not enough…you must then deliver the message and link it to the brand! And for this to work, the message, the executional device, and the brand/product must all be interconnected in a credible manner (let’s see: claims it will feed you and keep you going all day long…show the progression of a guy’s day from dawn to dusk in an imaginative way…coming from a food brand…yup! it works!) So you see, this is a really nice ad: quite hard to pull off, which is why you don’t see so many of them, which is why you do notice it when you see it, which is why it’s a really nice ad…

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Ad of the Day – October 19 (Paris)

Your daily dose of advertising awesomeness from around the world! Sorry for the unintended break last week. Ad of the Day is back!

Today’s pick:

  • Agency: TBWA
  • Location: Paris
  • Client: SNCF (French Railway system)
  • Name: “Take a look at Brussels”
  • Category: Ambient/digital content

Why I like it: A delightful idea, executed very, very nicely with the right touch of humor and style! Picture the brief – your French Railway client has opened up a high-speed service connecting Lyon to Brussels and they want to raise some awareness and buzz, and don’t have much money. How do we get people in Lyon to “think Brussels”? I won’t spoil it, see for yourself – but I’ll highlight two elements that stand out to me: One is that this idea is so logically linked to the product/service being sold. It makes logical sense…it’s all a metaphor for instant connection to Brussels, and guess what now there’s a train that can do almost the same thing. It’s not only about the execution, but about how the benefit is at the core of the idea. At work last month we’d considered something extremely similar for another client, but ultimately dropped it because we felt it didn’t connect…the execution was popping more than the brand/benefit – and that’s not enough. Two, as I said before with the Sprite video from Ogilvy Sap Paulo, the resulting FILM from the action is actually better than the action itself. It’s a new form of creativity, with actually a much broader audience than the actual stunt! If before most of the energy and talent went behind the original event, leaving some junior producer to handle the “case study video”,  nowadays we have to balance it out…if not actually invert the ratio. Agencies and clients that do are leveraging the digital and social media properly, and probably cleaning up at awards/efficacy shows too. Agencies and clients that don’t are probably putting together nice ambient stunts seen by…200 people. Not enough. Tres bien for our Parisian friends on this one!

Ad of the Day – June 12 (Paris)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Fred & Farid
  • Location: Paris
  • Client: Tribord (a surfing clothes and accessory brand)
  • Name: “Back to Water”

Why I like it: Do yourself a favor and watch it on a large screen, with the volume turned up. It’s beautiful. If you’re not the target (ie if you’re not a surfer) it might seem a little over-indulgent, but there’s heaps of talent behind the making of this film. And there is courage in  some of the creative decisions taken: No rock and roll track, no voice over, just absorbing images and sounds. Serenity and breathtaking beauty, leading your heart (more than your mind) to “getting back to water”. Actually, I think the images are amazing, but what really captured my imagination and elevated the whole piece was the sound design, which was a first. I had never really noticed that before in an ad, but this one delivers. Execution is key in making this different from every other surfing video, and the folks at Fred & Farid have proven time and again that they know what they’re doing:)

Ad of the Day – June 6 (Paris)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Paris
  • Client: Perrier
  • Name: “The Drop”

(note: watch this in full screen with the volume up. You’ll get a little more of the cinematic feel that way)

Why I like it: Wow. What a gem of an ad. I can imagine that some of you may be thinking “meh…this is amazing, but it’s more film than actual advertising”. Well, certainly this has very cinematic aspirations, but that doesn’t mean that the basics aren’t very well taken care of. Let’s do a quick review according to our standard criteria: it’s tremendously interesting and atmospheric (storytelling!) It’s well branded, with Perrier heroically (and every-so-stylishly) at the core of the climactic moment. I give it just an “ok” on persuasion – the refreshment message is obviously there, but purposely amplified to make it less truly persuasive and more of a narrative device. Is it campaignable? Could be, but this is clearly a one-off. And finally, I think it does hit some very interesting emotional notes for a mineral water ad: bravery, hope, suspense, despair, and a subtle undertone of melancholia. Overall, a very rich treat, with many flavors at play! So yes, it is an ad…and a very good one.

But let’s talk for a second about the courage and drive that it must have taken to get this made. This doesn’t look like it was cheap. And it doesn’t look like it came from a specific creative brief. this looks like a labor of love. In between all the mediocre work that we will inevitably churn out in our life, we’re lucky if we get to work on one of these even a few times in our career. But that “luck” is earned through blood, sweat and tears! So hats off to the folks at Ogilvy Paris and Perrier who made it happen!

Ad of the Day – May 17 (Paris)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Publicis Conseil
  • Location: Paris
  • Client: PMU (a sports betting service)
  • Name: “Millionaire Renovations”

Why I like it: (click on image to read more information on it) We don’t feature very many outdoor examples on Ad of the Day, and perhaps it’s because this is one of the mediums between “potential” and “normal example”. Ah, but when done right OOH tightly binds together an idea, with a location and through proper execution it leads not to background noise, but to actual engagement: it makes you think, laugh, act, etc. In this case, it made me laugh, which is not a common outcome from an outdoor posting! Excellent work from our friends in Paris, and bonus points for the multiple images showing that they really went “big” with this idea and executed it with tons of impact.

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!

Ad of the Day – December 5 (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: Schweppes
  • Name: “Fruits…well kind of”
  • Why I like it: This series of print ads caught my eye because of their over-the-top use of color. Which works nicely if what you want to advertise if a series of exotic fruit flavored Schweppes drinks! Bordering on surreal (the page almost seems juicy, doesn’t it?), yet also with a very mature, sensual appeal. I dug it. Interestingly enough, the part that didn’t work for me is the use of Uma Thurman – what a wasted opportunity given that she’s styled to the point of being almost unrecognizable! They could have used and good-looking blonde. Either way (with Uma or without Uma), these print ads are Monday’s ad of the day, and the second  consecutive week with an entry from Fred & Farid!

 

Ad of the Day – November 30 (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: Martini
  • Name: “Luck is an attitude”
  • Why I like it: I know, it’s a little crazy that yesterday’s Ad of the Day was for Campari and today’s is for Martini. But I thought this was too entertaining and classy to not share. A little overly long, perhaps, but the dual screen execution was inspired, the music was very atmospheric, and the whole thing has a very retro, young, hip, and Dolce Vita Italian-ness about it this fits perfectly with the brand. Luck is an attitude is a nice summary of what this brand can aspire to stand for, and it’s illustrated very clearly in this double film – which one are you? Which one would you want to be? The choice is clear. Funny enough, this very Italian film is out of France, not Italy. But I think they nailed it! Bravissimo!

 

via http://www.great-ads.blogspot.com/

Ask Adboardingpass – your advertising questions answered!

Let’s try something new. Every so often I get advertising questions from you, dear readers – and some of them are so interesting that instead of answering them personally I thought I’d make an occasional post out of them. So do keep the questions and video clips coming, and maybe we can all learn something new!

1. Phil from Austin, Texas sent me the ad below and asks “Is Samsung making a critical error in making fun of the very people it hopes will buy their phone?” Continue reading

Ad of the Day – Oct 18 (Paris)

Every morning I scour the web and look at 10 random 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!

I can’t tell if this is an actual ambient “event” (I doubt it, although it would be great if it were), or just a short viral film. Either way, it’s the Ad of the Day.

Today’s pick:

  • Agency: Marcel
  • Location: Paris, France
  • Client: Contrex (mineral water)
  • Name: “The Contrexperience”
  • Why I like it: This one just reeks happiness. It’s funny, it seems very spontaneous, the participants are very into it, and the payoff and tagline credibly say something that links strongly back to the brand. I just thought it was really well put together. If this something that they actually pulled off “live”, then I give it an A+. If it’s just a filmed ad with actors, then a B+. Either way, it puts Contrex on the mental map, in a land dominated by Perrier and Evian. Keep pedaling, ladies!