Your daily dose of advertising awesomeness from around the world!
Agency:Jung von Matt
Name: Bucket List (“what would you do if you could do anything?”)
Why I like it: Ah, the bucket list. It sounds so incredibly generic, and yet this film works so well. What sets it off on solid ground is the “show me don’t tell me” rule. We see the multiple benefits in action: some subtle, some overt, but all very real and within an engaging flow that keeps your attention. With a few notable exceptions, showing (in an interesting way) always works better than telling. And then comes the magic…those touches that set this ad apart. From the music, to the editing, to the wonderful casting and acting (the bulbous nose on the grandpa – wow!): these are all the elements that will never show up in a storyboard or an animatic, but can be brought to life through trust, courage and talent during the production process. A lovely little film from Germany to start the week.
Client: Hanseatisches Wein und Sekt Kontor & Pommery Champagne
Name: The revenge of the champagne
Why I like it: So simple, and yet so fantastic. This sounds like an idea that got tossed around in a creative brainstorm at 11pm, over a couple of beers. Instead of tossing it in the bin, they took it and went for it, and went for it big. The result is not going to change the world…but it’s a fun, engaging, memorable celebration, unlike so many thousands of events that take place every week. And let’s be honest, at a time when so many serious topics are being tackled, it’s a nice diversion to also take a moment to address the more nonsensical side of life.
Why I like it: It’s so hard to try and understand what makes humor work, but one of the often quoted rules is “don’t tell me how funny you are, just be funny.”The difference between telling and being is often a chasm, but here LEGO nails it. The spot is deceptively simple, but it manages to capture the fun, the playfulness, and even the miniature menace of the Darth Vader figurine. Major productions often fail to tickle the funny bone, and then a little ad like this comes around and reminds us that sometimes the simple answer is the best one.
Why I like it: This is quite genius. A sublime integration of message, medium, brand, end-benefit…it’s all there in a way that is exceedingly rare (the only other example that comes to mind is the “smarter cities” effort by IBM/Ogilvy Paris, and that one won a Cannes Grand Prix in outdoor!) Try and ignore the case video, which manages to say in 90 seconds what should be said in far less. Focus instead of the boundary-breaking thinking that is behind this…taking limits and crushing past them, redefining what the medium is and how it comes to life. Great work, and impossible to ignore.
Why I like it: Bravo to Jung von Matt and Mercedes, for breaking one of the laws of automotive advertising! (Law 14.c.iii which states “When showcasing stability control, one must show the car in one of three situations: 1. Traversing impossibly rocky terrain, so that all four wheels are a different heights at the same time, 2. Driving around rough roads while humorously not disturbing something inside the car, like a sleeping baby or a cup of boiling coffee, or 3. Inside a modern, robotic “auto lab”, showing the car elevated, with each wheel attached to a hydraulic piston that violently shakes the axle in different directions at once.” There was nothing mentioned about chickens! Or not even showing a car! But were you instantly hooked? Did you get and understand the functional message? Were you entertained, even delighted? Did you remember who it was for? Did it leave you singing the song inside your head? Does it make you feel good towards the brand? Yeah, me too. And this is exactly why in advertising one must strive break the rules, if you’re striving for a great ad.
Thank you Guillaume Pagnoux (Ogilvy Kuala Lumpur) for the reco!
Correction: The original post incorrectly featured Hamburg as the location, an alert reader below let me know that it was Jung Von Matt/Neckar, which is in Stuttgart. Thanks!
Why I like it: Technology is best leveraged by bringing a product/brand story to life in a relevant and interesting way. When this happens and you have a perfect mix of story and technological “wow”, it’s a beautiful thing. Now, if you have cool technology but it doesn’t link up the story, it’s a huge waste of time. In this Mercedes stunt, the link is there (the car is “invisible” to the environment because of its low emissions), although frankly it feels a little forced to me. But there is a third corollary: when the technology is so, so awesome and innovative, you can sometimes get away with it because it will generate tons of buzz and attention just on its own, and the brand will benefit in one way or another. This is what is at play here. It’s all so jaw-dropping that you walk away thinking that Mercedes is pretty cool. Not precisely the brief…but not a bad thing either. Overall I give this high marks because of its courage. To go from idea to reality involves a ton of work, and they took a chance and went for it – based on the web traffic that the video is getting, I’d be they got their money’s worth. Cheers to the first German entry in a long while!