Ad of the Day – December 5 (Yangon, Myanmar)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Yangon, Myanmar (I’m willing to bet that not one of you has ever seen a locally produced TVC from the country of Myanmar. Well, thanks to adboardingpass, now you have:) )
  • Client: Coca-Cola
  • Name: Road to Hope
  • Category: Film
  • Why I like it: What began as an announcement ad for a Coke-sponsored event became much grander: it became a story of resiliency – beautifully told with a sweeping, cinematic feel – that operates on three layers. The first two are visible on the screen…our protagonists’ journey mirrors the rocky but ultimately uplifting recent history of Myanmar: for decades shut off from its neighbors, but now happily re-joining the world stage. The third layer happened behind the camera, and it’s a story of resiliency too. From initial briefing, to contentious creative development, to a crazy pre-production, to an “on-the-razor’s-edge” shoot, to a harried post-production…the team mottos were “bend but don’t break”, and “on a wing and a prayer”! I was lucky to be a part of this team from start to finish, and one of the many lessons I draw is: advertising is hard. It’s hard to come up with the good ideas, it’s hard to nurture them while they’re young, it’s hard to bring them to life through production…it’s just…hard. So on top of being good…you need to tough to be in this gig. Because “safe” has an enormous gravitational pull, and it takes courage, resilience, and a little bit of luck to escape its clutches. Congratulations to the team in Ogilvy Myanmar and Coca-Cola Myanmar, a bunch of pioneers in a country that just recently re-opened its doors to the world of advertising.

 

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