"When small deliveries become large"
A world first interactive TV campaign where users control the story via Twitter. #MercedesUK #NewAClass http://www.youtube.com/youdrive
I’d like to start with a major hat tip to Yoann Michaux, whose lovely blog was the source for most of today’s ads.
This is the time of year when award-hungry creatives (it’s usually not the clients) scramble to do ads that somehow reference Christmas. Each of the ads above presents some sort of intersection (or, if you prefer, mashup) between an image of Christmas and whatever the advertising brand happens to offer. How do we decide who has succeeded and who has failed?
For me, one big factor is the degree of obviousness to the contrivance. Of course, everything here is contrived, but some contrivances are so artfully handled that they make us want to believe. (This is what the English poet Samuel Taylor Coleridge called “the willing suspension of disbelief.”)
I have no wish to believe in the Quality Street ad, because its premise is just corny and lazy: They want us to believe that the product has enough “magic” to “create” Christmas, even when randomly spilled. Yeah, no.
The executions with the French fries and beer foam are equally unbelievable, but since their promise is not nearly so bombastic as Quality Street’s, I got a bit of a smile.
The quality of the execution is also a factor. Clearly, a ton of work went into the Disneyland Paris ad, but it took me more than a second to see the silhouette of Mickey Mouse in Santa’s nose and glasses. For ads like this to work, the “get” has to be much quicker. (The brain has a much harder time interpreting light silhouettes than dark ones.)
The best ads here do more than simply reference Christmas; they also connect to what the product actually does. When this standard is applied, only the Tide and Mercedes-Benz ads succeed. I wish the Tide “tree” had been a bit more randomly executed (its clarity accentuates the contrivance, unfortunately), but the ad is still very nice.
For me, the big winner is the Mercedes-Benz ad. While celebrating Christmas, it also manages to reference the superior safety of the brand’s headlight system. The shot also wonderfully captures that deer-in-the-headlights vibe. Finally, the idea is so tight that it needs no copy – not even a logo. Total win.
Merry Christmas, everyone.
Other source: I Believe in Advertising
CREDITS (Where available)
Advertising Agency: BBDO, Toronto, Canada
Executive Creative Directors: Peter Ignazi, Carlos Moreno
Associate Creative Director: Linda Carte
Art Director: Spencer Dingle
Copywriter: Jordan Hamer
Photographer: Philip Rostron
Account Directors: Chris Edmeades, Julia Dewar
Account Executive: Alex Potter
Advertising Agency: BETC, Paris, France
Creative Directors: Richard Desrousseaux, Etienne Turquet
Account Managers: Carole Bilde, Romain Van Den Plas, Adeline Dupuits
Art Director: Landry Starck
Copywriter: Pascal André
Art Buyer: Stéphanie Giordano
Print Producer: Agnès Cattelan
Photographer: Jean-Yves Lemoigne
Retouching: Fred Perrot
Samsung’s slightly sweet spot for the Galaxy Note II.
Lovely, simple and great fun.
Source: Ads of the World
Advertising Agency: Bester Burke Slingers, Cape Town, South Africa
Creative Director: Stephen Burke
Art Director: Bernard van der Walt
Copywriter: Oskar Petty
Producer: Ali Coetzee
Production Company: Bioscope
Post Production: Black Ginger
Published: November 2012
In my opinion, the best ambient is that which somehow makes reference to its environment, rather than just being something that could be plunked down anywhere.
Source: Ads of the World
Advertising Agency: JWT and Agência Casa, Brazil
Executive Creative Directors: Roberto Fernandez, Ricardo John
Creative Directors: Rodolfo Amaral, Ricardo Marques, Gustavo Costi
Copywriter: Fernando Christo
Art Director: André Petrini
Art Buyers: Renata Sayao, Paula Ferrari
Illustration: Bruna Guerreiro / 6 E Meia
Photographer: Régis Fernandez
Editor: Felipe Madureira
Account Services: Fernanda Antonelli, Luciana Rodrigues, Carla Magro, Bruno Yantob, Gustavo Nobre, Yves Rodrigues
Media: Ezra Geld, Aline Moda, Daniela Heredia, Wagner Sena, Amaury Magalhães
Planner: Fernand Alphen, Patrice Lamiral E Luiza Madeira
Producer: Flávio Schaefer, Flavio Colella, Maira Chinaglia
Apple Donation Box
Donate your unwanted apps to raise money for charity.
Digging this student work from Miami Ad School scholars, Max Pilwat, Philip Hovensjö, Andy Schwitter and Westley Taylor.
Fantastic, and so simple.
“What will it take before we respect the planet ?”
Ogilvy, Paris, France - Lion de Bronze