Ad of the Day – August 22 (Chicago)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Y&R
  • Location: Chicago
  • Client: Hotels.com
  • Name: “Running with the bulls”
  • Category: Film. Viral video

Why I like it: The “torture test” ad is as old as creativity itself, and it continues to be used reliably in all types of ads (cars, detergents, technology, services, apparel, home improvement…you name it). Why? Because it has a very simple structure: an exaggerated creative hook (the “torture test”) that gets your attention and at the same time dramatizes the benefit. Note that this connection between the interesting part of the ad and the product benefit is key. Here I think they check all the boxes, and the result is a real attention-getter for a travel booking service. As always, big credit goes to having an idea that is daring, and then actually managing to get it done. How many times during the process did the thought “yeah, that would be really great, but we can’t really pull it off. How can we make it just as interesting but a little bit more viable?” go through the mind of the account person/producer/brand manager? Ideas are only “real” if they get produced. Thankfully this one did.

Bonus: Here is the first ad in the series. Just as cool:)