Ad of the Day: January 30 (London)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: N/A (Produced by Unit9)
  • Location: London
  • Client: Casio G-Shock
  • Name: Five Minutes
  • Category: Interactive Film
  • Why I like it: Is it advertising? Well let’s see: There is a story being told. There are multiple elements which grab your interest and keep you engaged. The product/ brand plays a central role in the action. It leaves you with a good feeling for the brand, and a sense that your time and attention were not wasted. Sure sounds like advertising to me, and of the good kind! The fact that the experience feels like a cross between a video game and a movie is just proof that innovation is the lifeblood our industry, and we have more outlets than ever to reach consumers with great ideas that sell.

Ad of the Day – November 20 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: New York
  • Client: British Airways
  • Name: Yourope
  • Category: Interactive web film
  • Why I like it: It’s a bit baffling to me that we don’t see more of this. For all the talk of interactivity, web films are still mostly one way-affairs. And yet, this “choice” functionality breathes enormous energy into the storytelling, and gives the viewer a sense of immersion that is enthralling. Behind the scenes, it can be logistically complex to pull this off, but the viewer experience is seamless: You’re hooked early (notice that the first video is only 19 seconds…who doesn’t have 19 seconds to spare?) and all at once you’re living the story (which is credibly enabled by BA, of course!), interacting with the platform, and engaging with the brand. Storytelling and technology working together to achieve the holy grail of branded entertainment! Fantastic – much congrats to my colleagues in Ogilvy New York for pulling it off!