Ad of the Day – August 14 (Taipei)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Taipei
  • Client: IKEA
  • Name: Goodbye
  • Category: Film
  • (rough)Translation:
    • Does it hurt?
    • Nah, I’m used to it
    • Well…I’m sorry
    • It’s fine, it’s just some pencil marks…(they hug)…do you still love me?
    • I used to…
    • Super: Admit it…you always prefer the new one!
    • Super: 2014 New products are here.

Why I like it: A riveting mix of humor, poignancy, and mis-direction, used well to deliver a fairly standard message. IKEA has played with this core idea before, and it’s easy to see why: the attachment we develop to objects around the house, and the ease with which we suddenly chuck them out of our lives to replace them with something newer and fancier, both mirror some of the best and worst sides of very real human behavior. But, let’s give the team behind this credit for their courage: had the story been a guy and a girl it would have been ok…but choosing to do it with two guys…that’s where the magic comes in! It inserts a whole other layer of interesting tension which elevates the piece into something that will truly stand out. I’m guessing they had the script, they tweaked a variable, saw the potential, and weren’t afraid to go with it. Well done to my colleagues at Ogilvy Taipei!

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Ad of the Day – February 7 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: IKEA
  • Name: “Living Together”
  • Category: Film

Why I like it: It’s really just as simple as: a good story, with a clear role for the brand/product, told in a manner that is interesting and engages the attention. Actually, there’s nothing simple about this (but it does sound simple, doesn’t it?). But this ad is an example of how it works: I was drawn in by the claustrophobic opening and the sense that something was keeping our two protagonists apart – would they find each other?. It was executed nicely, featuring everything from a catchy tune, to aerial shots, sympathetic casting, special effects, and a little bit of humor. And of course, the role of IKEA as the catalyst (and notice that they were ambitious and elevated their role from mere “retailer” to  “life enhancer”. Nicely done, and just credible enough to work.) A solid effort from Mother.

Ad of the Day – October 22 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: IKEA
  • Name: “Playin’ with my friends”
  • Category: Film

Why I like it: This ad is a good example of “keep it simple and execute the hell out of it” advertising. The insight is simple, something like “IKEA enables people to get together with their loved ones”. The idea is pretty simple, something like “show kids interacting with IKEA products as they prepare a fun dinner party with real and imaginary friends.” In storyboard format, it would have been a decent-but-not-great idea. But put it in the hands of talented people and see how it springs to life! First, the music…so absolutely vital in determining energy, tone, pacing, and more…and so often left until the end of the creative process. Second, the choreography. Not the stage directions, the choreography…because this ad is not unlike an intricate dance – it looks like a single take, unless tricky editing was involved. All of it comes together with marvelous whimsy…it leaves you with a smile, and it establishes IKEA at the center of people coming together…in a way that is both interesting and engaging. Great stuff from London brightening up this rainy Shanghai Monday!

PS – Notice the opening slate: “IKEA presents…” I’m sure you read it, but did you notice it? If you’re like me, you read it, did not really notice it, but thereafter you were very much aware of IKEA product presence within the ad…which likely would never happen without the opening slate. Very clever! Good product/brand linkage is sometimes taken for granted, which is a mistake. This ad without the slate is a nice ad featuring happy children. With the slate it retains all the good parts, but it’s also a “nice IKEA ad featuring happy children”. Big difference!

Ad of the Day – May 21 (Milan)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: 1861 United
  • Location: Milan
  • Client: IKEA
  • Name: “Toilet”

Why I like it: Ah, yes. this is what happens when an agency doesn’t settle for executing the brief, but goes further. In this case, the flipped things on their head and instead of “bringing the people into the store, they brought the store to the people”. It might seem like a nice stunt, but it was done during Italy’s most important design expo. The people at the expo are exactly the type of influencers that take a small, inexpensive “stunt” like this one and amplify it to make the brand talked about and famous. Great thinking, and superb execution from a small Milan agency which we had previously featured for another (more conventional) ad for IKEA. This one has awards in its future – Bravo!