Ad of the Day – May 3 (Sao Paulo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: ALMAP BBDO
  • Location: Sao Paulo
  • Client: Casa do Zezinho (educational foundation for needy kids)
  • Name: “Help”
  • Category: Film

Why I like it: (watch the ad first) Fantastic. The gritty, hidden-camera execution is quite inspired: just as you’re sensing that you’ve “seen this before” there comes a delightful twist that makes you smile and lean in closer. The notion of having “other ways to help children” is also quite different and empowering, which is key in breaking through the clutter of public service advertising. Yet what truly hits the mark here is the inspiring emotional appeal. Not guilt-inducing emotional appeal, which often works but leaves you feeling a little blue. Not horror-inducing emotional appeal, which often fails because you reject the message, if only to spare your overloaded senses. But the optimistic, almost uplifting emotional appeal of showing the inherent goodness and solidarity in random strangers. The kindness of those who stopped to help…the way two of them gently place their hand on the shoulder of the kids before they walk away…it’s touching, it’s real, and it works.

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Ad of the Day – November 9 (London)

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: BBH UK
  • Location: London, UK
  • Client: Barnardo’s (a UK children’s aid organization)
  • Name: “Life Story”
  • Why I like it: Wow. Just…wow. This is virtuoso work, even by the incredibly high standards of BBH (boy, are these guys good!) Mind you, normally I think that “public service” campaigns are almost like cheating, because who isn’t going to be touched by people in need. It’s like an easy ticket to emotional impact, at best, and at worst it can overstep into being manipulative. But I thought this ad was just fabulous, and a very instructive example of a great insight (perhaps “focus on the positive outcome without ignoring the severity of the issue”?), improved into a great idea (“it doesn’t have to end like it began”), magnified 100-fold by a stunning execution (the seamless time regression) – for an overall very impactful and memorable message. Hats off, BBH! (and all this considering I didn’t understand some parts of the dialogue because of his accent!)