Ad of the Day – July 2 (Mumbai)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Taproot
  • Location: Mumbai
  • Client: Mumbai Mirror (newspaper)
  • Name: “I am Mumbai”
Note:  (The quality is not great, but it’s the only one I could find with subtitles. Please watch it in full-screen format. And put the volume up loud, or wear headphones. You’ll get the full effect that way. Trust me.)
  • Why I like it: Of all the work I saw at Cannes this year this one was the one that got the loudest, most admiring spontaneous applause. Of the whole festival. This was shown during a talk given by BBDO on “craft”, where 3 ECDs dissected a favorite piece of recent work and showed us the attention to detail that went into it. This made it all the richer for me, but even upon first viewing I found this…just stunning. And the hundreds of people that broke out into awed applause were on the same wavelength. What emotional power! What gripping cinematics! What a haunting, building score! What immersive storytelling that draws you in with curiosity and keeps you guessing! What a deeper, touching message that stays with you long after the viewing! I mean, just awesome. To think that this is what advertising can be at its best…that’s inspiring. And what of the linkage to the product being advertised?(if not it would just be a short film, right?)The way it’s handled through the slates introducing each sequence, and then through the train shot at the end with the building score – masterful. This one goes right to the pantheon of the greats. Un-surprisingly, it won a Gold lion in the “film craft category”.