Ad of the Day: November 21 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: Canal Digital
  • Name: The Silver Hand
  • Category: Film
  • Why I like it: It’s amazing that this ad works as well as it does. Sure, there is a solid insight (fear of missing out), a simple creative idea, wonderful storytelling and deft use of humor, excellent pacing (they don’t rush it, letting the joke build over time), and a logical, welcome role for the brand (a scheduling service so you can catch your shows.) And yet…there are so many ways in which this could have fallen flat, or simply failed to take off. As with all things comedic, one degree off and it doesn’t work at all. Luckily for us they nailed it: somehow “the silver hand” becomes an instantly believable meme that ties everything ties together. Fun stuff. Have a good weekend, everyone.

 

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Ad of the Day: November 12 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: DMB (Bank)
  • Name: The 24 hour ad break
  • Category: Media/content
  • Why I like it: So great. An example of individual components meshing together to deliver a disruptive branded benefit. User generated content with advice is interesting, but not revolutionary. A benefit of 24 hour customer service sounds quite standard. Even a 24 hour media buy, which is quite unique, could come off as gimmicky if not backed up by a strong idea. And yet when put together, all of a sudden you’ve got a captive audience being served interesting and useful content which ties to your brand name and product offering, and the 24 hour format makes the combination incredibly disruptive (remember, if you’re not noticed, you’re not even in the game…). They probably blew their yearly media budget on this, so trying something so new must have taken heaps of courage. But the results speak for themselves.

 

Ad of the Day – May 30 (Oslo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo
  • Client: DNB Bank
  • Name: “Call the bank”
  • Category: Film

Why I like it: Humor is such a great trojan horse into the brain. Hard to pull off, yes – but when you succeed it’s devastatingly efficient, and it even seems so simple! This ad leaves you with a smile, delivers the benefit clearly, and (critically) gets the name of the advertiser into your head, and into your conversations with friends. Think how terrifying this ad must be for the marketing manager to sign off on…no bank setting, no happy customers, no mention of a bank at all until the middle of the ad, no branding until the very end, no logo…etc. And yet…this is the type of ad you would watch again, and pass on, and not immediately reject. Normal bank ads? Not so much. Get noticed, provide something of value (in this case, a chuckle), and then deliver your message and your brand. A great follow-up by DNB to their great George Clooney ad from last year.

Ad of the Day – October 9 (Oslo)

Your daily dose of advertising awesomeness from around the world! Sorry for the unintended break last week. Ad of the Day is back!

Today’s pick:

  • Agency: Try/Apt
  • Location: Oslo, Norway
  • Client: Tine Yoghurt
  • Name: “I’m you”
  • Category: Film

Why I like it: A simple, charming little film! It leaves you with a smile because everything works: the casting, the Norwegian, the imagery, the chemistry, the soundtrack…just right. In addition, it’s interesting to speculate how the process unfolded and how it could have gone in so many other directions. You have a product that has been around for a long time, often that is a problem because people want innovation…yet they chose to play this up as the key benefit. There are many ways to play up “heritage”, including appeal to tradition, craftsmanship, old values…they chose to focus it around taste (very product-centric!) and your experience with it since you were a child. There are many ways to execute this strategy creatively…and they chose the complex-yet-simple device of having you hang out with an imaginary version of your younger self. At every step of the way (strategy, ideation, execution), they made an interesting choice…and that is what made all the difference. It might be cold now in Norway, but this one warmed my heart.