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.