Ad of the Day – October 14 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Geox Amphibiox (a line of shoes)
  • Name: One man, 7 days in non-stop rain
  • Category: web film series
  • Why I like it: The “torture test” is as old as advertising itself. They’re normally quite good at dramatizing a product benefit:The more outlandish the torture test, the better. If it the product can survive the torture test, surely it can deliver for you, right? In this series of videos (above is the summary video, go to the site to view all of them) the line of shoes is certainly shown to be impervious to a rainy day. But what drew me to this is both the humor and the human touch. Humor is key: you see, torture test ads come off as a little cold, a little too scientific. This one injects little touches of humor for a light-hearted tone, which helps disarm the viewer (the scene of the little cloud raining on him is as absurd as it is funny.) And more unusual still, these videos create a sense of empathy with the protagonist. All of this is clearly staged, of course, but we start connecting with our wet hero and rooting for him – this engagement has nothing to do with the benefit being sold…but it helps lower the viewer’s defenses, and predisposes us to feel good towards the brand. After all, between a rational message, and a rational message wrapped in a story for a character that I care about, I’ll choose the latter anytime. Imaginative, clever work from Norway to start off the week!
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Ad of the Day – November 30 (Oslo)

Your daily dose of advertising awesomeness from around the world!

To go to the site click here or paste this link into your browser: http://amphibiox.geox.com/

Today’s pick:

  • Agency: SMFB
  • Location: Oslo
  • Client: Geox Amphibiox (a line of shoes)
  • Name: “Tested in the rainiest place”
  • Category: Web content

Why I like it: This interactive website gives you a first-person-view look at the rainiest place on earth (it’s in India!), and it introduces you to a couple of “testers” for this line of shoes, allowing you to watch some clips about their experience in this part of the world. The whole experience is pretty immersive, features interesting stories, and is very well art directed (there is a lot of beauty – not only in the landscapes, but even in the simple design of the page). Best of all, the product story is integrated in a way that is credible and as informative as you want it to be…without being disruptive. In other words, it’s done right. This example and the Nivea work from last week show that, if you’re looking for engagement, the bar is set pretty high these days. Long gone are the days when you could get by with a simple web site – today that is merely the entry point, or the gate to e-commerce. For branded engagement on a web site consumers are demanding much, much more. And that’s a good thing. Nice work out of Norway to close out the week!