Why I like it: For fans of long copy advertising, this one is a treat, a lovely morsel of advertising that you take the time to savor. Lovingly art-directed, for sure, but the star here is the language. The intricate image that is woven in the ming, the ascending degree of impossibility (“how far will can they take it?”), the punctuation and pacing (you can almost imagine this being narrated in one breath), the fitting payoff (although the translated tagline is a little clunky) – I think it’s quite a joy to read. Like a good book that you don’t want to see end. In an age of too many “single visual-small logo-no tagline” print ads, we need more of this, don’t we? Surprisingly, this is the very first Ad of the Day from Portugual. But a damn fine one it is. Parabens!
Client: read to find out, if I tell you it will spoil it
Name: “What are you waiting for”
Why I like it: Just a lovely ad. Very elegant in its design, its long-form writing, its pacing, and its purposeful intent to not appeal to everyone. It has a certain snobbery, a sense of “this is probably not for you, mate”, that I find oddly appealing! Partly because it takes balls and conviction to do an ad like this. But mostly because all of this is not for show, or for faux-attitude – it actually serves a very specific recruitment and profiling purpose. This is one of those very strange ads that was not for me, was not for almost anyone…but that will appeal to those very few for whom it is intended. Interesting stuff.
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!
Location: Milton Keynes, UK (I had to look it up too…)
Name: “Le Mans”
Why I like it: This ad, like virtually all longform copy ads, are not for everyone in this day and age (myself included). But apart from the standard crisp layout and cleverly written copy, the “trick”, whereby you’re asked to grab the sides of the page and steer as you read…well that’s pretty damn cool. At its best it makes you an active, physical participant in a print ad (which is rare!), but even at worst it pops visually on the page and brings you in. It tells you that there is something here beyond the ordinary, and it’s worth your time. Really impressive, and a great example of creativity in layout. The credits are from a BBH office that I did not know existed, anyone know what’s up with this? Either way, it’s a great start to November. Cheers!