Ad of the Day: November 25 (Chicago)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Downtown Partners
  • Location: Chicago
  • Client: Get Covered Illinois (organization urging people to enroll in healthcare coverage)
  • Name: Luck Health Plan. You’ll be ok. Probably.
  • Category: Film
  • Why I like it: Capturing the attention and motivating millenials is the obsession of our time, and there are as many techniques for it as there are agencies and marketers. I love this one from Chicago…which pushes the “self-aware/ironic/tongue-in-cheek” envelope extremely far and succeeds in capturing the attention. (Whether it will succeed in motivating the desired action remains to be seen – but one thing is for sure: if you don’t have their willing attention, you have no chance at all of getting them to act.) What courage it takes to play this card and not give away the punchline at all! If you go to url, you’ll see that the joke continues even in the online space, although finally the reveal comes, once you’re well inclined to act. Really gutsy, risky and fresh…that’s what it takes these days to even have a chance.