Ad of the Day – June 14 (Amsterdam)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: JWT
  • Location: Amsterdam
  • Client: Nationale Nederlanden (insurance)
  • Name: Do Re Mi
  • Category: Film

Why I like it: (watch the ad first) Take a song that is super-charged with nostalgia and emotional color (yet seldom if ever is heard in TV commercials). Bring it to life in a modern setting, with plenty of whimsy and wholesome family fun. Once you’ve got your audience in a very specific mental space…give them a surprising twist (without letting go of the good vibe!) and introduce your brand while the attention is at a peak. Nicely done! Now, to be fair, I think they don’t “connect the dots” to the brand/benefit clearly enough, it’s somewhat murky in the last 10 seconds….but the initial effect is so delightfully fresh (and the twist so unexpected) that the ad stays in your mind, and upon second viewing you’ll get it. More importantly, it gets people talking about your ad, which if you’re in the insurance business is quite a coup!