Why I like it: This strobe photography device has been done quite a bit to show superior athletic performance, the human body performing at its highest potential! But here they show an athletic…catastrophe, which makes it completely refreshing, interesting, and even funny*. We spend a lot of time thinking of completely original ideas, but there is true creativity in taking the known and giving it a unique, original spin. We’re off to a very Scandinavian start of the week on Ad of the Day…can they sustain it?
* I’m sorry, I have a gene in my DNA that makes me laugh when I see this ad. No one likes to see serious injury, of course, but a billion videos on Youtube of skateboarders landing crotch-first on a railing can’t all be wrong.
Client: Vastraffik (public transportation entity in Gothenburg)
Name: “The Tram Sightseeing App”
Why I like it: Watch this short case study to learn the difference between lame branded apps, and proper ones. Did you know that less than 20% of all branded apps get more than 1,000 downloads? Think of all of the effort that goes into getting one of these made, from idea, all the way to final rollout…just to have basically your friends and family download it. What the secret for making it work? Obviously, keep the branding and “selling” to a minimum, if at all – it’s not about that. But most importantly: be useful. Help people do something that THEY find interesting and useful, and (wait for it…this is the key…wait for it…) that they couldn’t have done on their own without the app. It’s so simple, so obvious, so true…and so seldom seen. Great job here by our Swedish friends and their client to see a need, and resolve it in a creatively useful fashion!
Your daily dose of advertising awesomeness from around the world!
Agency: Fireplace AB
Location: Stockholm, Sweden
Client: Big Brother (TV show)
Name: “Don’t watch Big Brother”
Why I like it: I’ve always been intrigued with the technique of “anti-selling”, (I just made that term up), but basically asking people not to buy something as a means of generating attention and, paradoxically…desire. We even got close for a campaign I worked on for Raid a few years ago. But ultimately, in the end, it seems that people always get cold feet. I can understand why. Well, here they didn’t and I like the result. Not only the daring anti-message, but the execution – it’s pitch perfect! From the casting, to the lighting, set design, to the curt, high-class way the lady speaks, it all just comes together. The proof is that it caught my eye at a time when the whole world seems to be focusing on US based Super Bowl advertising! So to the daring Swedes – Skål!
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!
(watch the video before you read my comments below)
Client: IQ (an organization against alcohol abuse)
Why I like it: Misdirection is a powerful tool when applied properly. In this case, I think they totally nail it…because they totally nail the conventional cliches in liquor advertising, so when the switch comes, it’s both impactful and crisp in its message. You’ll note they manage to stay away from becoming overly-preachy, which would go against the intended effect. (this same approach worked on an anti-drunk driving ad from New Zealand that we featured recently). Lingering, effective (at least for me), and very well executed work from Sweden. Skål!