Ad of the Day – September 13 (Wellington)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Draftfcb
  • Location: Wellington, New Zealand
  • Client: New Zealand Herald
  • Name: “150 years”
  • Category: Film

Why I like it: To mark the 150th anniversary of the newspaper, this film tells a story in a way that has never been done before. Extremely cool in two ways 1) Innovation in execution is sometimes overlooked, but it is a surefire way to generate major attention. This is not about about having a great idea, or even executing it in a great way…it’s about executing your idea in a way that is incredibly unique. It creates a shortcut in your brain that equates this uniqueness with greatness. Of course, the benchmark is high: you pretty much have to do something that has never been done before, otherwise it won’t pass the test. But if you do, you get rewarded with positive perceptions even before taking the idea into account – almost as a “reward for extra merit” solely on originality. 2) If you accomplish all of that, good for you. But the real holy grail is if you accomplish it in a way that is uniquely wedded to the brand/product. That’s the home run, the golden ticket! This same executional device, used to advertising a car or an airline, would have been…pretty neat. The uniqueness makes it stand out. But…used to commemorate the anniversary of a newspaper, and done in the newspaper’s own printing press…well that’s just magic. 

Ad of the Day – March 15 (Auckland)

Your daily dose of advertising awesomeness from around the world!

UPDATED BELOW WITH THE PRINT ADS – DEFINITELY WORTH A READ TOO!

Today’s pick:

  • Agency: Colenso BBDO
  • Location: Auckland
  • Client: Export Dry (beer)
  • Name: “The Wine is over”

Why I like it: This rocks my world. It’s funny as hell, yes. The casting is top-notch: I mean those hairstyles? C’mon, they are awesome! The aesthetics of the film are very washed-out retro-cool. (It actually reminds me very much of the Argentine aesthetic – I feel like in style and tone this ad could totally have come from Argentina, what do you Argie readers think?). The writing and the pacing is really well done. But above all…it’s all based on a really great, new insight: that plenty of men a times feel pressured into giving up beer in favor of wine, yet they long for the old comfort of the brew they truly love. I hadn’t seen this in beer advertising before, and it’s the type of thing that stands out, especially in a field where you’d think there’s not much new to discover! New Zealand might be a small country, but there are a handful of shops doing truly world-class stuff. Fantastic!

   

Ad of the Day – Oct 27 (Wellington)

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: Clemenger BBDO
  • Location: Wellington, New Zealand
  • Client: NZ Transport Agency
  • Name: “Legend”
  • Why I like it: I give it high scores for tackling a difficult challenge with the right, subtle touch. When talking to teens about anything, authenticity is about the most important thing you can have. And it’s especially hard to hit the right note when you’re talking to them about booze, drugs & sex. Most often it comes off looking like the effort of hopelessly out-of-touch old people. This one, I thought got the tone quite right. Not over the top, but not underselling it either. The right dose of humor, a good execution, and great casting and acting. Yesterday our Ad of the Day was from Contrapunto BBDO, today it’s another agency in the hyper-creative BBDO network, but exactly on the other side of the world.. Well done, Kiwis!
via @copyranter