Getting an open brief like this really kept me busy and a bit more than I anticipated. Let’s face it: advertising is changing rapidly and what is “good” anyway?
Is it how many people were bought off to view an ad or is it the genuine engagement an ad got on Reddit? One day you are celebrating your #MindBlowingCampaign hit, the next day it will be replaced by a cute startled kitten or a tweet by an orange oversized toddler with a blonde wig. The short taste of success…
And then the SuperBowl came and most of them used the good old nostalgia trick. Something that resonates with the current biggest generation; Millenials. But will they be memorable for the next gen? A good ad for me is something that sticks and inspires a future generation of ad-makers. Because that’s what great ads did for me when I was a young lip-smacking kid in the 80’s.
So, I went back to my inner advertising child and I chose the ads that inspired me.
Two Ads I Like
Dads in Briefs – BGH Air conditioners, created by Del Campo Saatchi & Saatchi
Humour is really important to me. And the best jokes are funny because they are based on true insignificant little situations (Seinfeld anyone?). I really think this is one of the most relatable insights I had seen: my dad is absolutely a dad-in-briefs, and I wish he had seen this and got an air-con.
How can you make – such a dull product as air conditioners – so damn funny and interesting?
The music, the casting of each character including the dog, the dramatic black and white shots. That moment of the tv-control being stuck under his ass. It is absolutely brilliant and simple. (The same agency also created the Big Nose campaign later, google it! You’re not going to be disappointed)
Melody Road – Dunlop created by Dentsu Tokyo
This is going to sound a bit millennial. But I do realize how much influence we as ad makers have and we are all trying to save the world. We reach millions of people so we better make it worthwhile. And how do we change somebody’s behavior without sounding demeaning or raising a wagging finger? Especially in a category as ‘Road Safety’ where usually car crashes, victims, and blood are shown.
A good ad for me is something that sticks and inspires a future generation of ad-makers. Because that’s what great ads did for me when I was a young lip-smacking kid in the 80’s.
Sure, this shockvertising absolutely works. But what I love about this particular case study is the friendliness to influence someone’s behavior. It is one thing that Shizuo Shinoda accidentally scraped some markings on the road and drove over them and realized he can create tunes. But then to link them to road safety is just absolutely brilliant. After 10 years there are 30 Melody Roads installed throughout Japan. Talking about effectiveness!
One I Don’t Like
Now we got to the last part. Ads I don’t like. Well, I am taking ads in the broadest sense and I ended up with this product placement.
World War Z – Pepsi
The movie itself was, to begin with, quite terribly written. But to write a product placement so damn obvious and illogical was just plain awful. We get it, Brad… after that Chanel No 5. fiasco you needed some extra funding. And what else is the best distraction of a hurdle of zombies who are dying to gnarl your brains out? Right… PEPSI CANS!
Oh, how I do miss those days when Beyonce, Pink, and Britney were rocking it in a Roman Coliseum. It’s not the best, but it is the voice of my generation.