Ad of the Day – December 3 (Buenos Aires)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Y&R
  • Location: Buenos Aires
  • Client: TyC Sports (tv sports network)
  • Name: Letter
  • Category: Film
  • Why I like it: Over the years, this sports network (and their agency Y&R) have acquired a deserved notoriety for magnificent ads extolling the virtue of sport, primarily soccer (such as this absolute gem from 2010.) Here is another in a long line of institutional ads that manage to nail the transcendence of sport, and to do so in a different way than what we’ve seen before (ah! that’s the hard part!) Really well written with each of the vignettes in perfect opposition, nicely shot (notice the color vs. black and white contrast, or the use of slow motion,) with a great accompanying track. If you love soccer (hopefully not quite as much as “Fede”!) then you’ll love this ad.

 

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Ad of the Day – May 14 (Buenos Aires)

Your daily dose of advertising awesomeness from around the world!

Click on image to enlargeTulipan_aotw

Today’s pick:

  • Agency: Y&R
  • Location: Buenos Aires
  • Client: Tulipan (condoms)
  • Tagline: “Retardant Control. Enjoy Longer”
  • Category: Print

Why I like it: This ad is cheeky, fun, engaging, and a little unusual. Why unusual? It’s rare to come across a print ad where the joke/gag is revealed immediately, and you also quickly grasp the uniqueness of how it’s executed…and yet you still feel compelled to go on the visual journey and follow the narrative through from start to finish. When the ad ends, you’ve engaged with it for much longer than the standard print ad, and done so willingly! A great example of “a good story, well told” in print format, and yet it’s rare in that it doesn’t hide the reveal until the end, or attempt to entertain you into thinking it’s something other than an ad. This one announces right away what it’s all about, and because of its subject matter and its unique construction, you can’t turn the page. Risky, but it works. A very neat trick pulled off just in time for awards show season;)

When advertising plunges to pathetic lows

I’ve written previously about the use of patriotism in advertising (click to read). I mentioned that, done well, patriotic imagery and feelings can serve to hyper-charge a creative idea, immediately dialing up on emotion, relevance and even comprehension.

What I neglected to mention was that, done poorly, the result can be something crass, cheap, boorish, and completely lacking in basic civility. Why didn’t I write about this? Quite honestly because I couldn’t think of any examples, I thought this was not something you would find in today’s advertising world. But I was wrong.

On Friday, a friend posted this commercial on Facebook. It’s a real ad, titled “homage to the fallen and veterans of the Malvinas War” (Malvinas is the Argentine name for the Falkland Islands). It was produced for the Argentine government by Y&R in Argentina, drumming up a little fervor in anticipation of the coming Olympic games in London.

Below is what I wrote under his post – I’ll share it with you because I think it reflects my immediate gut feel upon seeing it. In case you don’t know, I’m from Argentina and fairly patriotic – so presumably I’m the target audience!

“Are you posting this because it’s something you like, or the opposite? Because I thought it was TREMENDOUSLY idiotic. It starts off nicely, with a solemn touch and nice interest level. But this thing of ‘we train on Argentine soil’…please – that’s the provocation you’d expect from a 10 year old kid! Regardless of whether we all think that “the Malvinas are Argentine”, the reality today is another, and the Kelpers are pretty clear on this point. Going to someone else’s home under false pretenses, and then to air this, it’s just pathetic. Besides, with all the greatness of Argentine sport today (soccer, basketball, hockey, tennis, etc.) to unearth a crass nationalism from 30 years ago I think it’s frankly beyond words…”

I still feel the same way today. Interestingly, so does Y&R Corporate. Below is a press release from them (can’t remember the last time, if ever, that I see an agency issuing a denouncement of a real ad from within its own network!)

NEW YORK — It has come to our attention that our agency in Argentina created an ad for the Argentine government that has deeply offended many people in the UK and around the world. We strongly condemn this work and have asked the Argentine government to pull the spot. 

While we don’t believe it was ever the intention of the ad’s creators to desecrate a war memorial, they behaved in a manner that is unacceptable to our company. Furthermore it is against our policy to be involved in anything that is politically motivated. In addition, this spot was also offensive to the Olympics spirit. Whatever it was the creators set out to highlight, what they produced is contrary to everything that we as a company stand for. 

We are deeply regretful for the pain this ad has caused and apologize to the many who have been rightly disturbed by it, as have we. 

If it were up to me, I would like to see an apology from Y&R Argentina to all of us (not just the Brits). I would like to see the ECD take responsibility here, because something like this does not leave the house without everyone having signed off on it. And yes, I would like to see heads roll…but only if it’s at the very top (the poor 23-year-old art director that’s going to get blamed probably has more to give, and he will learn his lesson. Plus, the cinematography wasn’t bad.)

What is the lesson here? In general terms, that the extremes are always bad. That you need to have a little class, a little judgment. That passion needs to be tempered by perspective. I could go on.

I think we should expect much more from advertising. It should be a force for good, a medium for elevating our human experience. Not this crap. Shame on you, Y&R. Verguenza, chicos – en serio.

Martin

PS: Ouch. This one is going to hurt. http://www.adweek.com/news/advertising-branding/wpp-chief-sorrell-appalled-yr-falklands-olympics-spot-140048

Update May 8: One of the comments below reveals that this is even more deplorable than I thought. Turns out this is one of those “coat hanger idea” ads – a floating idea created independently of any client or business need – for which then you go and hunt a client after the fact. They shot the film, then went after two media groups to “brand” it. Having some class, they refused. But you can almost always find someone to pin their name on it, when you’re footing the entire bill. Pathetic. I’m hoping that Martin Sorrell will prevent this from entering the award shows. Let’s see if proper manners wins out.

Ad of the Day – March 21 (Buenos Aires)

Your daily dose of advertising awesomeness from around the world!

  

Today’s pick:

  • Agency: Y&R
  • Location: Buenos Aires
  • Client: Playboytvla.com
  • Name: “Festive Finale, a mega important message from the AMD…”

Why I like it: Let’s just say it’s “spot on” as far as capturing the computer usage habits of the target audience, so the relevance is high, (although you have to be familiar with the Mac operating system to really “get this” fully!) It’s also very well designed, with a very arresting visual that tells a joke in a cheeky manner, while also delivering the key message of the url, if somewhat subtly. But what most caught my eye was how this static print ad seemed to…move. In your brain, this is not a static image, you can see the disappearance of the naughty image. Pretty cool! (I’ve seen moving film ads basically work as static pieces, but it’s very seldom that you see an example of “dynamic” print advertising – here is another). Well done to the guys at Y&R in BA – and yes, I’m just going to assume that it was a bunch of guys that worked on this one!