Ad of the Day – August 1 (Milan)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Com.unico
  • Location: Milan
  • Client: Swatch
  • Name: Scuba Libre
  • Category: Film

Why I like it: Occasionally a tvc can succeed by the sheer strength of its execution. A visual hook, a special effect, a film treatment, a particular production value – all employed with originality and flair, to capture the imagination. This Swatch ad takes a child’s daydream and brings it to life with stunning beauty, conveying both the serenity and the excitement of the ocean, juxtaposed to dramatic effect with our everyday world. On execution alone this ad has enough merits to stand out…you could plug just about anything at the end and it would get noticed. But…when the reveal comes and it’s for an under-water watch, delightfully named “scuba libre”, by a brand known for its whimsy and color…then it really all comes together. The strategy, the creative idea, the expression, the role of the product…It all explodes in a moment of clarity and you’re left with an “aha” moment that gets you not only noticed…but also liked and remembered. That’s the ticket, and it’s lovingly brought to life in this effort from Milan.

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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!

Ad of the Day – January 27 (Milan)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Kube Libre
  • Location: Milan, Italy
  • Client: Fiat Panda
  • Name: “This is the Italy we like”

Why I like it:This ad would fit perfectly in my previous post about patriotic imagery in advertising, it’s a perfect example of the “rallying cry” approach. As such, I thought it was really, really nice. Keep in mind this is going to run in Italy, as part of a widespread campaign to launch the new Fiat Panda in that country. I don’t see how this doesn’t generate a powerful response, because it hits all the right notes: the cinematography has a nicely lyrical quality to it, as does the writing, it’s well branded, it’s emotionally persuasive, it has a powerful core idea that translates to multiple communications channels, and (in this case perhaps most importantly), it’s very emotionally charged. It transcends the category and dares to reach higher. Fiat in Italy has the credibility to attempt such a feat (not everyone does), and I think they do it in a very ballsy, artistic way. It reminds me of the Chrysler “Made in Detroit” mini-masterpiece from last year. Great work from a Milan based shop that I wasn’t familiar with – I sure am now. Well done, Kube Libre!

Ad of the Day – December 7 (Milan)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: 1861 United
  • Location: Milan, Italy
  • Client: IKEA
  • Name: “Invasion”
  • Why I like it: IKEA has been featured as the Ad of the Day before. As in the case of VW (also a recurring brand), it’s clear that there is a corporate philosophy of creativity and risk taking at play, which encourages good work from different agencies and countries around the world. Good for them! The idea here is fairly generic (preparing for unexpected visits), but the execution was really very well done, holding true to the parody of the action genre, while still featuring the product/s very much front and center. Nice work from 1861 United in Milan!

Ad of the Day – November 25 (Milan)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Publicis
  • Location: Milan, Italy
  • Client: Nestle Antica Gelateria del Corso
  • Name: “A small Holiday”
  • Translation: Take a small holiday
  • Why I like it: I’m intrigued by the idea of huge things coming in teeny packages. Like a hand-crafted piece of sushi, or the perfect last little bite of a grilled cheese sandwich. This ad for a small iced coffee drink I think captures the essence of vacation-in-a-small-package with a lot of elegance. It’s not only an art direction achievement, it’s about how it elevates the idea at the core: that a little tiny treat can truly contain a mental departure as big as that given to you by a vacation. It caught my eye and made me think. Nicely done! This is another one from Italy, so we’re 3/3 from Europe this week. What other region will show up tomorrow? Ciao, amici!

Ad of the Day – November 29 (Milan)

Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!

Today’s pick:

  • Agency: Bcube
  • Location: Milan, Italy
  • Client: Campari
  • Name: “L’attesa” (“the wait”)
  • Why I like it: Wow. This ad is a feast for the senses! It’s rich, like a dark chocolate truffle cake, it’s lascivious without being sexy, it’s titillating without showing too much, it’s clever without showing off, and it’s driven by a fantastically sensual insight: “the expectation of pleasure is itself a pleasure”. It’s wildly colorful, imaginative and baroque…but still feels very modern.  I just loved, loved it, and it made me want to try a Campari for the first time…ever. I noticed almost by chance that it was directed by Joel Schumacher, talk about experienced talent behind the camera! This is from a small agency in Milan, and it should get them noticed on the international stage. Well done!