Ad of the Day – September 23 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: Smirnoff
  • Name: The Apple Bite
  • Category: Film

Why I like it: A sensual, slightly surreal visual feast…also eerily spooky as well…so many sensations packed into one minute! This thinly veiled homage to Stanley Kubrik and David Lynch goes all-out in conveying a fun, titillating, memorable image for this new variant of Smirnoff. It has a place in my “wish I had done that” book, as an example of trusting the talent and trusting the process: there must have been many big leaps of faith along this journey…for example, how do you even present this to the client…a storyboard wouldn’t do it justice, right? Or…surely this wasn’t submitted to the creativity-crusher that is consumer research, right? More likely, a client had trust in the talent and the process, and asked the creatives to really go for it and make something special. The creatives in turn likely also had to surrender trust to the director and production crew, who would be freed to shoot and edit such a distinctive piece. Far from a comfortable “smooth process”, this was likely risky and mildly nerve-wracking for all involved. But only through the courage of assuming risk, can you end up with films as distinctive and interesting as this one. 

Advertisements

Ad of the Day – February 7 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: IKEA
  • Name: “Living Together”
  • Category: Film

Why I like it: It’s really just as simple as: a good story, with a clear role for the brand/product, told in a manner that is interesting and engages the attention. Actually, there’s nothing simple about this (but it does sound simple, doesn’t it?). But this ad is an example of how it works: I was drawn in by the claustrophobic opening and the sense that something was keeping our two protagonists apart – would they find each other?. It was executed nicely, featuring everything from a catchy tune, to aerial shots, sympathetic casting, special effects, and a little bit of humor. And of course, the role of IKEA as the catalyst (and notice that they were ambitious and elevated their role from mere “retailer” to  “life enhancer”. Nicely done, and just credible enough to work.) A solid effort from Mother.

Ad of the Day – October 22 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Mother
  • Location: London
  • Client: IKEA
  • Name: “Playin’ with my friends”
  • Category: Film

Why I like it: This ad is a good example of “keep it simple and execute the hell out of it” advertising. The insight is simple, something like “IKEA enables people to get together with their loved ones”. The idea is pretty simple, something like “show kids interacting with IKEA products as they prepare a fun dinner party with real and imaginary friends.” In storyboard format, it would have been a decent-but-not-great idea. But put it in the hands of talented people and see how it springs to life! First, the music…so absolutely vital in determining energy, tone, pacing, and more…and so often left until the end of the creative process. Second, the choreography. Not the stage directions, the choreography…because this ad is not unlike an intricate dance – it looks like a single take, unless tricky editing was involved. All of it comes together with marvelous whimsy…it leaves you with a smile, and it establishes IKEA at the center of people coming together…in a way that is both interesting and engaging. Great stuff from London brightening up this rainy Shanghai Monday!

PS – Notice the opening slate: “IKEA presents…” I’m sure you read it, but did you notice it? If you’re like me, you read it, did not really notice it, but thereafter you were very much aware of IKEA product presence within the ad…which likely would never happen without the opening slate. Very clever! Good product/brand linkage is sometimes taken for granted, which is a mistake. This ad without the slate is a nice ad featuring happy children. With the slate it retains all the good parts, but it’s also a “nice IKEA ad featuring happy children”. Big difference!