Ad of the Day – February 1 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Merkley + Partners
  • Location: New York
  • Client: Mercedes-Benz
  • Name: “Soul”
  • Category: Film

Why I like it: Ah yes, it is Superbowl season. For the next couple of weeks we can expect to see expensive, super-produced masterpieces, and expensive, super-produced disasters. For the former, we’ll think “see, quality doesn’t come cheap!” For the latter we’ll reflect “see, money can’t overcome boring ideas!” Our attention will be distracted by the glitz, the money, the production values. But in the end, we’ll realize that the same core principle (ie. “a great story, well told”) still applies. I love this Mercedes ad. Exquisitely produced, and oozing opulence (superb casting, epic soundtrack…nothing came cheap, all of it worthwhile). But in the end, it only truly works because a)there’s a great product truth (value for money) conveyed through a clever twist, b)there’s a great looking product front and center throughout, and c)the story is entertaining to watch, once you start you can’t take your eyes off the screen. The money is justified by the idea…the idea is amplified with the money. That’s how you make a good Superbowl ad. Easier said than done!