Why I like it: Look closely at this video and you’ll get a mini-masterclass on how to expertly package a creative idea. Start with an underdog product/brand that likely has a tiny budget. Big campaigns are out, so they arm themselves with courage and take a leap of faith to do something different, much less safe than your standard “key visual”. Then, look for an idea that connects to relevant cultural truth. In this case the beach-worshipping, sun-loving culture of Brazil youth. Please select an idea that has some edge…some unconventional sexiness that makes it interesting and different. A skin care cancer prevention film could be all about doctors and microscopes and cellular diagrams…this one is all about bad-ass tattoo artists sporting serious ink and a healthy dose of attitude. And finally, execute the hell out of it. In this point my Brazilian colleagues at Ogilvy are at the top of the game. The sexy images jolted by the introduction of the word “cancer”, the pacing, the music, the introduction of the idea through the credible voice of a newscaster, the slo-mo panning shot of the artists, the buildup of emotion, the personal payoff, the subtle sharing of results that matter, the call to action…every single detail is polished for maximum effect – easy to see, but very hard to do when you’ve got 40 hours of footage to edit. Good stuff. Parabens, galera!
Why I like it: Ha! Some ads take their time in building towards the gag. Others like this one smack you with it in the first 3 seconds and don’t let go. It’s a simple idea that was executed “to the hilt”, with great results. The hair effects are well done and set up the great contrast with the drab surroundings and the average looking guys. And…the music! Music is often an amplifier of emotion but it’s not so often used to create “funny”. Here…it’s just hilarious. Might it have worked better as a 30? Perhaps. Is it a little bit confusing once the reveal comes? Maybe. But the hook is so crisp, so up-front, and so well executed that you start with a smile and don’t stop until the brand name gets imprinted on your brain. “Parabens” to our colleagues in Rio!
Why I like it: Wow. ok…where to start..? One of the top 3 ads of the year for me so far. Powerful. When I see an ad like this, I’m so inspired I can’t think straight, so let me share my thoughts in stream-of-consciousness style: [BEGIN RANT] This film is an example of why I love to be a part of this industry. Advertising breaking from the chains of mediocrity and aspiring to transcend, to be something more, to touch lives, to impact our human experience in this world. This is pantheon-level work: superbly executed to be immediately interesting, well branded, infinitely expandable to any media, and embracing you on an emotional level. You’ve heard the one about “don’t tell people you’re funny, make them laugh instead” – here Coke doesn’t tell you they’re about happiness, they…make you happy. When a brand does that, wow, they’ve really nailed it. The whole concept of “going crazy” by being kind to strangers…what an inspiring, interesting twist on a universal message. And so lovingly executed…we’ve talked about the critical importance of music…this Super Tramp song…it doesn’t just kill me, it murders me! This ad is a grand manifesto for Coke, so very fitting in the year they will be crowned Marketer of the Year at Cannes. A few companies like Apple and VW can look to their side as say “welcome to the club”, most others can look up and see where the benchmark is at (and if I were Pepsi…I’d be upset…). Wow. So good! [END RANT] When I see work like this I’m overcome by a benign professional jealousy. In this case I’m lucky to know many of the talented people in Ogilvy Brazil that worked over a full year to get this done, so I can thank them directly. Superb, superb stuff- Gracias chicos, Obrigado galera!