Ad of the Day – May 15 (Richmond)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: The Martin Agency
  • Location: Richmond, VA & New York
  • Client: Oreo
  • Name: “Wonderfilled”
  • Category: Film

Why I like it: I love this twice-over. First, as a celebration of the bravery it takes to enact change. Oreo has been running the “twist, lick & dunk” campaign since the 90’s in a surprisingly consistent and regimented manner that was successful all around the world. However, when I worked on Oreo a couple of years ago the tectonic plates were already starting to shift, and with this brand-new work (by a brand-new agency) the transition is complete and unequivocal. Who knows where it will lead, but the sense of freshness, excitement and renewal is undeniable! Second as a lively example of how I define great advertising: “a good story, well branded, well told”. We have a whimsical story of vampires and big bad wolves that is hard to resist. We have Oreo at the very center of the action, the catalyst that is shown so iconically in the scenes where different types of hands (eg: a wolf to a robot) share an Oreo with each other. And we have both a really cool animation that fits the childlike optimism of the idea, AND and impossibly catchy tune that breaks down your defenses in about 5 seconds. What we have here, is a great little ad. Well done for the Martin Agency.

Bonus content: Here is the 90 second “anthem” ad. Same thing, but longer. Well worth your time.

Ad of the Day – March 6 (Richmond)

Your daily dose of advertising awesomeness from around the world!

American Cancer Society

(click image to enlarge)

Today’s pick:

  • Agency: The Martin Agency
  • Location: Richmond, Virginia
  • Client: American Cancer Society
  • Name: “Finish the Fight”
  • Category: Print

Why I like it: Setting aside the worthiness of the cause, what makes this ad so interesting is its technique. It’s like the quick sand of old adventure movies: seems unassuming and ordinary, but if you happen to step in it even just a bit, it starts sucking you in, every move you make only takes you deeper, and deeper.  Let’s look at the elements laid out on the page, in the exact order in which they hooked me: The black and white photography, the unusual pose of the man (so full of vitality and charm), the signature which makes you realize this is Michael Douglas, the  partially crossed off list (what was crossed off and why? you wonder), and once you read the first item on the list, you’re really trapped (this guy has had an interesting life! wow!) It all guides you, gently but also quite decisively onto the core message of how close we are to the cure, how that last push is so needed. Again, a very worthy and worthwhile message…but fascinating in its effective, methodic execution.

Ad of the Day – January 24 (Richmond)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency:The Martin Agency
  • Location: Richmond, Virginia
  • Client: Pizza Hut
  • Name: “Hut Hut Hut”
  • Category: Film
  • Apologies: Unlike all other Ads of the Day, this one is very US-centric, and will not work as well if you are not somewhat familiar with American Football or have not grown up or spent a lot of time in the US. Here’s a tip: in American Football, the quarterback says the word “hut!” so that the Center will release the ball to him. The amount of time he say the word varies greatly so as to confound the opposition.

Why I like it: In the two weeks leading up to the Superbowl, I expect that Pizza Hut’s target audience in the US will love this ad, it wouldn’t surprise me if the ad spawned some pop culture/viral momentum. I loved it for two reasons: It’s flawlessly mixes editing, soundtrack and casting to produce a powerful mix of energy, friendship, celebration, nostalgia, anticipation…overall it’s the shared, communal experience of Americana. This is a powerful stuff, you’re tapping into the inner sense of cultural togetherness of an entire nation. Not bad for a pizza ad! But what about the product, the brand, you ask? Well, as I got carried away watching the ad, I thought the same – how could they possibly link it back to Pizza Hut? The payoff line “to quarterbacks everywhere…thanks for all the shout-outs” is brilliant for being completely unexpected…and obvious…and simple all at once. A very complex, emotional ad capped off by charming, colloquial play on words to bring the tonality back down. Just right! Lovely work from The Martin Agency.

Ad of the Day – August 30 (Richmond)

Your daily dose of advertising awesomeness from around the world!

 

 

Today’s pick:

  • Agency: The Martin Agency
  • Location: Richmond, Virginia
  • Client: Mentos
  • Name: “We’ve got gum!”
  • Category: Print

Why I like it: So damn clever. Mentos is not known for gum, so of course they need maximum breakthrough in this campaign – they need to be noticed, and they need to get the “new news” across (being confused for a regular Mentos ad is not good enough). So their solution is to stick to the basics and just simply announce the product launch with complete clarity “Look! we have gum!”…and they place the announcement in a spot where you can’t help noticing it (right over a clothing malfunction, sure, that’s where my eye would go to!) Brilliant. And it’s not only that they put their message over the interesting part of the image…it’s that they disguise the entire ad as content…not advertising. Ads 1 and 2 appear in celebrity magazines like People, US Weekly, etc where this type of photo is actually sought-out content. The third one is on magazines like Maxim, same deal. An inspired triple whammy: they camouflage the ad as content to turn off your “ental ad-blocking filter”, they draw your eye to the spot on the page that you obviously want to look at…and then they deliver the message with clarity and impact. So obvious, yet so hard to do! Hats off to the folks at The Martin Agency on this one!