Ad of the Day: December 9 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: W+K
  • Location: New York
  • Client: Weightwatchers
  • Name: If you’re happy
  • Category: Film
  • Why I like it: People’s relationship with food and weight loss can be quite emotional and complex – it’s a potential minefield for advertisers. So if you’re a brand selling a weight loss system, the way to do it is to skirt around the issue. Metaphors are good, because they say without directly saying. Also perhaps humor, to disarm and make palatable the tricky parts. You can even make use of visual cliches that have become widely accepted. You could do that. OR…if you’re courageous…if you’re really good…you can dive right into the middle of the cultural tension, as they do here. Call it out clearly, dive into it, and revel in it. It’s not easy, and it’s bound to raise some level of controversy. But it’s the definition of disruptive, and by being so it gives the brand a stage, not to mention a leadership aura. Hard to say how it will turn out, but I hope their courage is rewarded.

 

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Ad of the Day: November 5 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: W+K
  • Location: New York
  • Client: GAP
  • Name: Mistletoe
  • Category: Film
  • Why I like it: “Nice” is so comfortable. It’s easier to get approved. Nobody in a focus group will tell you anything bad about “nice”. So you end up with a holiday ad about smiles, and family, and good looking, comfy Gap clothing. Which nobody remembers or cares about. OR…you can insert just a little bit of edge. Edge make life interesting. It makes you lean forward. Edge stands out. We’re talking “just the right amount” of edge, not “scorched earth” edge – this ad is a great example: It’s joyous, it’s festive, it shows the clothes, it’s about family reunion, it’s kindhearted, it’s very true to the brand, etc. And it’s also extremely interesting. you can’t completely figure it out. And that’s what makes it stick. Can you imagine what people would say about it in a focus group? These naysayers are the same people who will be hopelessly drawn in when Gap has the courage to run the ad on TV. A very classy, quirky series of ads directed by Sofia Coppola

 

(PS – for you non-Americans who are completely puzzled: it’s Christmas tradition in the US that if you’re both standing under a sprig of mistletoe, you’re supposed to kiss. That’s where the tension is coming from in this film)

 

Ad of the Day – January 8 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Wieden + Kennedy
  • Location: New York
  • Client: ESPN
  • Name: “Michael Jordan”
  • Category: Film

Why I like it: Heh:) This would be a great brief to work on. “People take sports seriously…almost crazily so.” This can be done in so many ways! Of course, the trick is to be impactful (the name Michael Jordan still has huge cache in sports), funny (the disappointment of the maitre d, the tacit acceptance of Michael to his fate), memorable (how many times have you wondered about what it must be like for these people?), well-executed (the acting, the music, the casting…all just right), and balanced (don’t overplay the joke, don’t over-complicate, don’t oversell). Working on this brief is easy…but getting out an ad like this that stands out, that’s the trick that we all chase every day. Good stuff from W+K.