Ad of the Day – November 28 (Buenos Aires)

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!

Today’s pick:

  • Agency: DDB Argentina
  • Location: Buenos Aires, Argentina
  • Client: VW Tiguan
  • Name: “Duel”
  • Why I like it: The Western shooter standoff is very familiar ground in advertising, perhaps too familiar. But the “I give up” hands-up gesture is a great new twist, and this is where the ad becomes great: This creative hook is well-acted, surprising and memorable…and of course it is completely connected to the benefit! (this, my friends, is a clear sign of a good ad). Total integration of creative idea with the product benefit. So obvious, yet so hard to do right. Loved this one. A great way to start of the week from the super talented folks at DDB in Buenos Aires (among them is my brother-in-law Hernan Jauregui!)

PS – What a joy it is when you have a great client, with a great brand, with an appealing brand/product benefit. In this case we have VW: just check the Ad of the day Archives, or even the awards show results for 2011 and you’ll see a lot of excellent work from them around the world and with different agencies and car models – clearly there is an overriding philosophy that is helping to push great work forward. Then you have the VW Tiguan, which has a hands-free auto parking feature which is very cool, and very different. A gift for a creative, really. You can go at it in so many different ways: Almap BBDO did so like this and won a Cannes Lion for it. This time it was DDB Argentina’s turn (who by the way also won big in Cannes for a print campaign for VW).