Ad of the Day: November 18 (Shanghai)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Factory Design Labs
  • Location: Shanghai
  • Client: The North Face
  • Name: Never one place, always one jacket
  • Category: Film
  • Why I like it: In “advertising dreamland” every brief would focused on one simple-yet-compelling benefit, and every ad would tell this story in a deeply emotional way. In the real world, brands often have complementary and overlapping messages to convey: whether it be a product benefit, a reason-to-believe, an emotional payoff, or even a brand positioning. Suddenly the odds suddenly are against you achieving greatness. But there are always two wild-cards that can still be played. One is talent: employing truly talented people (this could be a creative, a director, a producer, etc.) with a disruptive vision for how to make your film stand out and be special. The other is courage: having the courage to really let go, to trust those people to deliver their vision, even when it feels risky, or uncomfortable, or when it’s hard to see how it’s all going to come together. Here’s a film for The NorthFace, wanting to plug two different lines of outerwear (with demos, please!) along with a higher-level statement about exploration and adventure within the city and out in the wild. The way this puzzle was solved through inspired creative execution is a nice example of how unleashing talent can still get you there, when all else fails.

 

 

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Ad of the Day – February 17 (Salt Lake City)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Camp4 Collective
  • Location: Salt Lake City, UT
  • Client: The North Face
  • Name: El Sendero Luminoso
  • Category: Film
  • Why I like it: What a liberating time we live in, where content is king and formats don’t rule the creative output. Ten years ago this mini film probably doesn’t get made, and if it  did, it would find it very hard to get seen. Today, “if you build it, they will come,” as long as the quality is there. This film is longer than most branded films, but if you get into the first minute you’ll probably end up watching the whole thing. The story is instantly compelling because it features life-or-death stakes. The cinematography is beautiful and scary at the same time. The main character comes to life and make us care (even though we think he’s a bit crazy.) And, most importantly, the role of the brand is understated yet entirely appropriate and credible. Very enjoyable…unless you’re afraid of heights!