Ad of the Day – August 1 (Milan)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Com.unico
  • Location: Milan
  • Client: Swatch
  • Name: Scuba Libre
  • Category: Film

Why I like it: Occasionally a tvc can succeed by the sheer strength of its execution. A visual hook, a special effect, a film treatment, a particular production value – all employed with originality and flair, to capture the imagination. This Swatch ad takes a child’s daydream and brings it to life with stunning beauty, conveying both the serenity and the excitement of the ocean, juxtaposed to dramatic effect with our everyday world. On execution alone this ad has enough merits to stand out…you could plug just about anything at the end and it would get noticed. But…when the reveal comes and it’s for an under-water watch, delightfully named “scuba libre”, by a brand known for its whimsy and color…then it really all comes together. The strategy, the creative idea, the expression, the role of the product…It all explodes in a moment of clarity and you’re left with an “aha” moment that gets you not only noticed…but also liked and remembered. That’s the ticket, and it’s lovingly brought to life in this effort from Milan.