Ad of the Day – March 13 (Singapore)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BBH
  • Location: Singapore
  • Client: IKEA
  • Name: Frank the Cosplayer
  • Category: Web Film
  • Why I like it: Ah yes, storytelling. A skilled advertiser’s best friend, and a trusty antidote to the inherent dullness of our sales pitches. I mean, let’s face it: Despite a brand manager’s conviction, IKEA storage solutions are boring. Despite a creative’s conviction, taking a person’s room and transforming it to his surprise and delight is still boring. Enter storytelling…NOW we’re interested, now we lean forward! As the story unfurls, our brain’s ad-blocker defense drops, and what follows is a beautiful thing: the mind is stimulated, the message is delivered, the brand is subconsciously credited with the entertainment, the consumer leaves knowing a bit more about a certain cosplay-crazy Singaporean, and next time they look at their own messy room, the thought “IKEA” is likely to pop up. Everybody wins. Now that’s a great story.

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Ad of the Day – March 26 (Milan)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: DLV BBDO
  • Location: Milan
  • Client: La Cucina Italiana (cooking magazine)
  • Name: “Where there is love, any match can work”
  • Category: Film

Why I like it: Ahhh, the power of storytelling. Turning even the most mundane topics into something with tension, with personality and with human interest. Ideally you look for the perfect balance between storytelling and execution (a great story…well told!) You can definitely get away with an ok story, wonderfully executed. What isn’t as common these days is to see a middle-of-the-road execution buoyed by a gripping story. This ad is like a mini 30 second play…and yet in such a short time it manages to capture the attention. And when the reveal comes, it’s a bit jarring, so unexpected, yet somehow just credible enough. This one is a bit different from every other ad that you see out there, and deliciously so.

Ad of the Day – January 16 (San Francisco)

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! (note: today it’s from the US, but it’s my blog so I can break the rules every now and then, ok?)

Today’s pick:

Why I like it: Ads like this make me giddy. They are exhibit A of the marriage between content and delivery. A David Ogilvy quote applies here: “You cannot bore people into buying your product, you can only interest them in buying it.” This is a great example of fantastic story-telling. And it’s truly fantastic because it’s interesting and very well told…AND, the story is inextricably linked to a core product/brand benefit. In this case Audi Quattro’s prowess in tough weather. This is one of those pieces of communication that, (far from being churned out from a sausage factory) is crafted. You can see the minute, loving attention to detail that went into it. And the result reflects glowingly on the brand, the car, the agency, and those consumers that now even more attracted to the brand. Major, major props.