Ad of the Day – February 4 (Huntington Beach)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Innocean
  • Location: Huntington Beach, CA
  • Client: Hyundai Sonata turbo
  • Name: “Stuck”
  • Category: Film

Why I like it: “The turbo version of this car gives you an extra burst of acceleration. Now go and make us an ad so people will remember this, understand it, and care about it.” That’s where creativity comes in, and it’s interesting to see how it plays out in this ad. I believe they succeed, first and foremost by standing out from all the automotive clichés through the use of humor. This will get you noticed and remembered, and without out recall nothing else matters. The acceleration benefit is illustrated in a way that is completely clear and easy to relate to: no RPM counts and performance demos here…just the everyday unhappy feeling of being stuck behind something. This should give you comprehension. And finally, will people care? Well, this is the hardest one, and there are no guarantees because you cannot control people’s desires: you just have to trust that if people are in the market for a car, and they remember you, and they understood what you offered, and it was something that matched their needs…then of course they’re going to care! Nobody said it was easy, but if advertisers do their part well (achieve recall, comprehension, interest, etc.) that’s a job well done!

Ad of the Day – March 12 (Huntington Beach, CA)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Innocean
  • Location: Huntington Beach, California
  • Client: Hyundai
  • Name: “Talk to my car”

Why I like it: The simplest definition of advertising that I’ve heard is “a good story, well told“. We spend a lot of time here talking about the good story part because, frankly, I think that’s the hardest part to nail, and where the most magic happens. But make no mistake, the “well told” part can make a huge difference: it can elevate the great to epic…or it can take something fairly mundane and give it a twist that makes it special. I like this ad from Hyundai, directed by Wes Anderson (The Royal Tenenbaums, Fantastic Mr. Fox…) in his visually hyper-rich trademark style. The visual whimsy works to elevate the ad from the typical approach (take a look at this example from Infinity), to something much more memorable. It’s nothing epic, because you need a good story to get to epic, and this doesn’t have it. But the execution puts this one quite a bit over the average, and for car advertising, that is a minor success right off the bat! A nice little treat for the mind on a Monday morning.