Ad of the Day – March 8 (Hamburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Jung von Matt
  • Location: Hamburg
  • Client: Mercedes Benz
  • Name: “Invisible”

Why I like it: Technology is best leveraged by bringing a product/brand story to life in a relevant and interesting way. When this happens and you have a perfect mix of story and technological “wow”, it’s a beautiful thing. Now, if you have cool technology but it doesn’t link up the story, it’s a huge waste of time. In this Mercedes stunt, the link is there (the car is “invisible” to the environment because of its low emissions), although frankly it feels a little forced to me. But there is a third corollary: when the technology is so, so awesome and innovative, you can sometimes get away with it because it will generate tons of buzz and attention just on its own, and the brand will benefit in one way or another. This is what is at play here. It’s all so jaw-dropping that you walk away thinking that Mercedes is pretty cool. Not precisely the brief…but not a bad thing either. Overall I give this high marks because of its courage. To go from idea to reality involves a ton of work, and they took a chance and went for it – based on the web traffic that the video is getting, I’d be they got their money’s worth. Cheers to the first German entry in a long while!

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Ad of the Day – January 25 (Berlin)

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: Heimat Berlin
  • Location: Berlin, Germany
  • Client: Adidas
  • Name: “The Face of Marathon”

Why I like it: Building on a previous ad of the day for SAS, I’m organizing my thoughts on what makes a good digital tactic. I think it goes something like this: 1) It’s got to be all about a strong core idea (as measured by our 6 principles), not about the cool technology bringing you the message. 2)On the other hand, the tactic has to be only possible because of the clever use of digital…it wouldn’t work the same without it. Finally, 3)the core idea, brought to life in an interesting and contemporary manner, has got to be credibly linked up with the brand/product promise. In this case, I think they did a great job: I like the core idea of the broadcasting the pain, elation and a million personal thoughts in between that happen in a marathon. The execution through the head-cams is cool, but even more so is the live broadcast during the marathon. And finally, this all ties together with Adidas somehow and a story about meeting and surpassing one’s own boundaries, whatever they may be. Inspired work for Berlin to start your Wednesday!

 

Check out the web site below for more.

http://www.adidas.com/campaigns/angesichtdesmarathons/content/index.asp?country=en

Ad of the Day – November 21 (Berlin)

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: TBWA\Berlin
  • Location: Berlin
  • Client: Adidas
  • Name: “Faster into the Jersey”
  • Why I like it: Damn. This is just cool. The idea at the core is solid (if not entirely original): that Adidas will help you play at your best. Hence the tagline “Run faster. Play faster. Faster into the jersey [team]”. The execution here is what really elevates the whole thing: from the crisp action, to how the product is seamlessly woven through the entire commercial, to the celebrity impact of the German soccer superstars at the beginning. But, of course, what really shines here is the decision to play it backwards. Your brain thinks that it’s not going to be able to follow…until you just let yourself go for the ride, and in the end it all does connect together. It really keeps you on the edge of your chair mentally. It forces you to pay attention! Very inspired. Everything comes out smelling like roses: Adidas, the different products, the German team, the sport itself, the love of the game, etc. Not an easy feat! We start the week with our first Ad of the Day from Berlin.