David and Goliath

When I clicked to check out David and Goliath's work for Universal Orlando I was expecting to see what we are programmed to see when thinking of an amusement park ad: stomach-dropping, scream-inducing movements or emotional family snapshots. I was happily surprised to see something different, something more cerebral. This ad from David and Goliath New York briefly reminded me of BBDO's "Are you reaching your potential" stork spot for Monster. Granted, that's giving David and Goliath a lot of credit here, more than is deserved because BBDO's spot is one of my favorite and an incredibly acclaimed work. I see a parallel though in the man seeing the adolescent version of himself and remembering what he dreamed of in regards to where he is now and how he has lost sight of that, but it is still inside of him. I appreciate that this ad doesn't take the easy road by showcasing the superficial aspects of Universal Orlando. Not until the last few shots do we see a ride or game, and those tidbits are a mere afterthought to the message. The spot is even filmed thousands of miles away from the place it's advertising. It uses its 30 seconds to appeal to your heart and your mind, a total risk for an amusement park advertisement. I respect when an agency shows you how much care they put into their ad and David and Goliath has won my respect here.

Weiden+Kennedy

You can't talk about Weiden+Kennedy without talking about 1 orf 2 things: Nike and/or Coca Cola. Weiden+Kennedy is one of the few agencies that has truly had a tremendous part in building a brand, and 2 of the most recognized and loved brands in the world at that. This spot from W+K Amsterdam gives a peek at how true that is. The brand is so established and loved that it can trademark happiness. This weird and flirtatious ad titled "Library" embodies Coke's Open Happiness campaign, one of W+K's crowning achievements.

Rethink

Rethink does some unexpected stuff. They are one agency that is not afraid to test the boundaries of human liking and comfort. But as I have learned studying this industry, that sort of ballsiness is what often gets work recognized. The Vancouver shop handles the campaigns for Science World, a nonprofit organization center in British Columbia for people to experience and learn about all things science. I don't know about you, but when I think of Science the words fun, funny, and playful don't come to mind. Rethink likely knows that which is why their campaigns are so overtly contradictory to these preconceived notions. One previous print ad is a photo of a Marilyn Monroe-like woman with her dress blowing up like the iconic image of the star with the copy, "You fart 14 times a day." See what I mean by testing the boundaries? I find it so curious that these ads are of rather mature content and seemingly target older audiences, while Science World sounds like a place for mainly kids to learn. Hmm. This seductive senior campaign is enough to pick my interest about the place.

R/GA

AMV/BBDO

This spot for Heinz from AMV/BBDO London takes me back to the TBWA "Absolut Houdini" print ad. By removing the product AMV/BBDO is using a reverse psychology like approach to show how integral a part the product- and more importantly, the brand- is in our lives. The agency knows it can only pull off a trick like this with a classic, embedded brand like Heinz. To add another layer of genius, they show people from varying generations using the bottle with different meals and extracting the ketchup in different ways. It gives an element of individuality to peoples' interactions with the long-loved brand.

Venables Bell & Partners

Venables Bell & Partners has a drawer full of great work for HBO. HBO is such a quality powerhouse that you expect that its advertisements will be held to the same standards. I like that there is no dialogue in this ad and that the only copy comes at the end-it's like a little surprise, the payoff. Only Sopranos fans get the references throughout the ad. The great thing is that HBO and the Sopranos fan-base is so loyal that they can get away with withholding the information until the end. The rest of VBP San Francisco's campaign for HBO is just as rewarding, with each ad catered to a different program so every audience- and boy are they devoted- gets a ting from seeing them.

Mother

I'm in awe. Advertisers have been trying to figure out different ways to capitalize on facebook, twitter, and the like in this day in age when it gets harder by the minute to grab people. Rely on Mother London to find a way to innovate. Mother created a community around Dell by combining the computer company with MTV in time with the MTV European Music Awards. All they did was create a place where the world could all come together to sing one song and the rest was up to mankind. Behold Dell "Amplichoir"- the compilation of 113,000 people who came together to sing "Lollipop," Dell's theme song. People shared videos of their versions of the pop song and 88,000 people voted and engaged in dialogue about the brand on social networks. Over 1,000 blogs and websites, including this one, wrote about "Amplichoir." Dell set up a station in Berlin, the location of the EMA's where fans could create their own videos right there on Dell computers. Mother is the all-time Superhero of advertising- we can count on them to use their intelligence and immense power for good not evil.

72 and Sunny

Entertaining stuff this "Let's Do Amazing" campaign for HP by 72 and Sunny LA. Featuring the hilarious Rhys Darby of "Flight of the Conchords" as the host who goes from locale to locale seeing what people do with their HP's. The campaign features Dr. Dre, Annie Leivovitz, and producers at DreamWorks among others showing the amazing things they create with HP products and services. This campaign is the advertiser's effort to relaunch the brand to consumers. I find it a little odd that they don't keep it simpler and instead opt to bring in other brands (UPS, the Venetian Casino, DreamWorks, etc.). If they are in fact trying to reintroduce HP it seems a little distracting to venture out. I have a bit of an issue with the tagline. To me, "Let's Do Amazing" is a bit of a heavy load for a computer company. I'm not sure the marketing team thought this one through. It would have been more efficient to have chosen something a little more specific to the services of the company and save the "Let's Do Amazing" business for someone like Greenpeace.

Taxi

Viagra is one of Taxi's defining clients. Their work always gives a wink with its witty copy. Taxi Toronto's work for Viagra has actually changed the way people feel about a product whose advertising has always been awkward to view. It used to be that I would blush and squirm when viewing a Viagra spot while in the presence of others. With their hilarious innuendos they skirt around vulgarity while still being watchable. Even though the ads are obviously not aimed at younger generations, the creative satisfies both older crowds and youth as well. The ads don't take themselves as seriously as other brands in the product category. There's something to be said when a campaign changes the way people feel about an entire product category- makes me think of what Chiat Day did for computers (on a smaller scale in the case of Viagra).

Cramer Krasselt

This video, "Lagoon" from Cramer Krasselt Chicago for Corona comes with an interactive site, "The Corona Beach." It's an escape for Corona drinkers where they can watch ads and find out information about the beer while in the comfort of a tropical paradise. I've always liked how the Corona ads never show the faces of the people; it puts all eyes on the product and the ambience around it. All the ads make you want to do is be that person on the beach with a Corona by your side. Maybe this is why Cramer Krasselt only shows the backs of the beach bums. You would think that only advertising the beer in one setting (the beach) would be limiting- like telling you the product is only meant to be consumed 3 months out of the year or in specific locales- but Cramer Krasselt does such a fine job in their positioning, I don't think they need to worry about that.

Doner

I've been a fan of the new work Doner has done for UPS since the first "Cardboard World" spot I saw. CCO Rob Strasberg had the idea of creating this online world where small business owners could experience UPS's other services in addition to what it is known for, shipping. The online integrated site has had much success. I love that the spots center around cardboard, a substance that is usually hated on ("tastes like cardboard" etc.). UPS, with the help of Doner's Southfield, Michigan office , is embracing who they are while telling the world that they do much more. The end of the ad where the UPS employee closes the box and you hear the elephant reminds me of the "Happy Factory" spots for Coke with the idea that all this work is being done by sensational little creatures inside.

Richards Group

Another hometown representative that makes me proud to be a Dallasite. When I think of the Richards group I think of their outdoor ads for Patron. The Patron drinker is a social person who likes to go out at night and have conversations that tend to turn into debates. Given this target market Patron placed outdoor ads in places like Times Square in NYC, Union Square in San Francisco, and near the Roosevelt Hotel in LA. Patron caters the copy in its outdoor advertising to the geographical audience. So "Cart dog. Pizza slice. Soft Pretzel." followed by "Some perfection is debatable" makes sense to a New Yorker while "Rock Star. Movie Star." followed by the familiar tagline makes sense to a Los Angeleno. Outdoor ads are expensive and some often say loosing effectiveness, but this medium is the perfect match for the Richards' Group's Patron campaign.

Zagging with BBH

"When the world zigs, zag" is what a visitor to BBH's site will see. BBH's mantra had no part in my choosing this ad where the we actually see a man zag. The coolest thing about this ad: they used a real roller coaster! "Rollercoaster" is a follow up that aired in London (where the campaign idea was born) in January to the brand's previous "Waterslide" ad. The spot advertises a no-contact banking card I find this choice in creative interesting, even brave, for Barclays in the light of the times we are in. The creative seems splashy considering the economic recession, to the point where the ad seems almost anti-depression. Whether or not that is a good thing, I find the 90 second spot that's set in New York City beautiful and chock-full of creativity. Nice choice of accompaniment with Boston's "More than a Feeling." The second spot for the no-contact bank card was released months before the release of an i-phone application with the same name. "Waterslide's" i-phone app has been downloaded 8.5 million times.

Kirshenbaum Bond Senecal+Partners

No shocker here. No way was I going to talk about KBS+P without talking about Target. I hadn't thought much of the agency before going to their website, which intrigued me all the more. Prior to visiting their site I figured Target was all there was to know about them. They seem like a very friendly company, kooky, and not intimidating. he site kind of reminds me of Willy Wonka for some reason (all the little people running around being the umpa lumpas). Looks like it'd be a great place to work.
Everyone who bothers to watch television knows of Target's campaign with its smart copy that takes place in this kind of fancilful world. Target is the epitome of a store that has gained a following of worshippers because of the way it positions itself. The advertising and marketing are to thank for this. There is not a whole lot more than Target sells compared to Walmart and Kmart but its positioning and the experience you get with the brand is what makes it special (and superior). Everyone is excited when a new Target ad comes out. They are magnificent in all their saturated color, simple copy, Warholian glory. One never fails to be too similar to the last while staying within their territory. The common theme in Target ads is the encouragement to people of all walks to enjoy life and make the most of what they can. This uniting message makes us all feel good about ourselves. I would say Target is a bit of a lovemark for me if you couldn't guess.

Cliff Freeman and Partners

I felt I had to devote one blog to an ad people either find themselves loving or hating. I personally find the ad a little cheap. It combines two elements that should not be combined- sex appeal and babies. I know the campaign featuring Baby Bob gained cult following, but it seems like a cliché ploy to grab immature men and coax them into buying a $3 sub. Regardless of your standpoint, it is undoubted that Cliff Freeman & Partners had a huge impact on the advertising industry and their contribution for (mostly) creative work is missed. Many attribute their demise to their inability to keep up with the modern demands of the ad industry, for they are mostly recognized for their television spots of the 80's and 90's. RIP Cliff Freeman & Partners.

Dentsu

My preconceived notion was that Dentsu's work was going to be on the more generic side considering the company is one of the largest agency networks in the world. Dentsu Canada, however, put me in my place. The Canadian arm does some pretty eccentric stuff. The ads- print, TV, web, new media, and retail- are the brand. They're fun, they're cool, they're free. Please notice the guy in the audience puking. The mix of the animation and real-life is a nice touch. My favorite part is the ending with the guy with the exaggerated Italian accent saying Vespa is not built for jumping but built for love- how stereotypical (and hilarious) to associate Vespa with Italian men, romantics at that. Good work, Dentsu Canada!

VitroRobertson

Asics is more of a cult brand than say Nike or Adidas. If you talk to any pro runner though chances are they'll tell you that Asics are the shoes to buy. I respect that VitroRobertson San Diego's campaign for the shoe company does not try to follow in the path of Nike and Adidas. While they're competitors, and sure, Asics would love to steal market share from the bigger guns, it has its own marketing direction. A lot of VitroRobertson's work for Asics is not as much about the adrenalin experienced running, but about other miraculous things that happen when you're running. This is one of a few prints that feature runners with their dogs. The subjects and the color tints in the print depict a sort of pie in the sky experience. It makes you want to go run a mile not for that intense rush but more to remind yourself of the great world around you. The campaign may not be selling a shoe every ten seconds like, ahem, some other brands, but it's doing something different.

Crispin Porter Bogusky

Chuck Porter: "We've always kinda cheated, using imagination instead of money."
Cripin Porter + Bogusky is one of the most subversive, kooky shops of the last decades. No contest. So when it comes to taking on the biggest brand of all time's little brother brand and also competitor, how do you compete? Crispin competed alright. They based their campaign for Coke Zero on the premise that Coca Cola Classic was trying to sue its own co-workers at Coke Zero for "taste infringement" because the similar taste of the 2 products is uncanny. One of the spots features an actual lawyer (oblivious to the joke) telling Coca Cola Classic execs that they will be "humiliated." Coke Zero and Crispin Porter + Bogusky know that Coke Zero can't touch the classic version no matter the similarity in taste, which is why they suggest through their use of new media like email marketing, online video clips, and banner ads that Coke Zero is a modern brand. Bogusky himself says,“We’re playing with the Coke equities in a way that makes you think about Coke Zero differently: not as a diet product and more associated with the taste of Coke.” Only someone as ballsy as Bogusky would risk making fun of the most loved brand of all time. Clearly he knew what he was doing. Coke Zero continues to profit off of poking fun at its mother brand.

McKinney

McKinney, representing my home state of North Carolina, utilized the insight that both men and women alike are fans of HDTV despite their very different tastes in programming. The shop tapped into this revelation in their spot for Sony Bravia by extending the opportunity for the audience to choose the ending of their ads in real- time using Tivo and the internet. This spot shows the woman's version of the ending. McKinney found a way to incorporate their target into the content- I guess that's a smart way to guarantee positive reception of the advertising. It was also well received by the industry- it won an EFFIE and was listed on Ad Age's Marketing 50.


Heart Specialist

Euro RSGC

Euro RSGC found a way to make one of the stuffiest industries personal. By taking on Charles Schwab, financial service provider, the shop had the uphill battle ahead of them. The industry was clouded by scandal and loaded with indistinguishable companies vying for the same target. Euro RSGC New York was able to pull Charles Schwab from the ruin and make it rise above. The "Talk to Chuck" campaign has made the company approachable and engaging when it used to be intimidating and click-y. Net new assets rose 92% and client assets rose 17% in response to the new positioning. Talk about a home run. Even during the economic recession Chuck got more new clients in the dire month of October 2008 than the same month the year before.


Ski Lift

Arnold Worlwide

Arnold Worldwide is an incubator of creativity. It is hard to pick just one of their amazing works. As much as I try to help myself, I couldn't resist choosing the Reese's campaign. I love the simplicity: the simplicity of the black and orange background, the simplicity of the copy, the simplicity of the music. Simplicity is not a new idea in advertising but somehow, arnold makes it innovative in using it with its candy brand. There are no "mmm" noises and thank goodness no kooky characters running into walls (sorry to call out Starburst, Skittles, Sour Patch, and the like). When I go to the checkout isle of the grocery store now and glance at the stacks of candy, Reese's stands out like the cool kid in the cafeteria. arnold boston is to thank for the brand's new postion- it's found a new stake in the candy market that it certainly didn't occupy before. In a word: perfect

Team One

In today's environment where there is a lot of "noise" that obtrudes on the ad message, new media is becoming so important as an additional means of grabbing audience attention. Team One caught on to this and created an out-of-home campaign for Lexus featuring the RX getting into an "accident." These simulations took place in store fronts in New York and San Francisco to show passerby the benefits of Lexus's Actively Safe, an addition to the automobile that warns drivers when they are about to get into a collision. When pedestrians walked by the store fronts a motion sensor would send that car into the window, followed by copy stating that while safe helps you when in an accident, actively safe helps to avoid one altogether. This media was a perfect combination with the product on the part of Team One New York- a high involvement and high cognition product such as automobiles really need and benefit from high involvement media.

Fallon Worldwide

There are some ads that you love and just can't quite explain why. I've loved this Travelers' spot by Fallon Worldwide for a while so when I went to their site and saw it early on in my exploring I decided I had to try to figure out the reason for my admiration (aside from the Ray LaMontagne song which is a great choice). To some it may be cheesy, and indeed the reason I love it is because it pulls at my heartstrings, but the heart in the ad is what makes it so..Fallon. Fallon is headquartered in Minneapolis, Minnesota, which some might say gives them a disadvantage due to their geography. Fallon, and I, however, see this as an advantageous opportunity in their glass half-full shop. They pride themselves and their success on the taking on of "generous brands." "Generous brands" add something to people's lives and inspire ideas. Their mantra is leaving something behind to benefit others, and a simple look at their client list and work archive is all you need to know that their are following through.

Leo Burnett

It has been proven to be an effective advertising choice to incorporate the advertising into the program. Leo Burnett Sao Paulo showed us this when they interrupted of all things a soccer match (in Brazil!?) to bring us this message from Fiat. The audience is horrified for seconds thinking that they have lost the program to bad reception, until the screen is wiped clear with what appears to be windshield wipers and the word from the sponsor advertising their new car with rain sensors. With the evolving media viewing landscape today filled with online streaming, portable viewing devices, and DVR, advertisers have to be innovative in their choice of medium. This particular ad from Fiat and Leo Burnett borders on intrusive but because its copy is short, sweet, and to the point, it is hits the brilliance mark.

Saatchi and Saatchi

In 2009 leading up to the Super Bowl, Saatchi and Saatchi put out a spot with their loved Miller High Life delivery guy discussing in the storage factory the whammy of a price of a Super Bowl spot that year: $3 million. Following up, during the big game in February, the brand and the agency's New York office had a 1 second ad featuring the trusty delivery guy standing in front of the endless cases of High Life in the storage factory saying simply, "High Life!" The silliness of the campaign works for 2 reasons. For 1, Miller High Life is a beer that markets itself on its commitment to taste at a reasonable price. This campaign would not work if the brand were Heineken. So the creative in the ad reinforces the brand message. Secondly, Miller High Life and Saatchi backed their ploy up with a website, 1SecondAd.com. This was a bright idea because otherwise people might feel mystified by the abruptness of the spot.

Publicis

One might wonder why out of all the quality work that Publicis does that I would choose this advertisement for a perfume? Here's why..typically one does not see creative stuff done for luxury clothing/cosmetic items. Shedding the preconceived notion about ads of that sort, this spot for Miss Dior Cherie is a quality ad. It was shot in the streets of Paris by Sofia Coppola. The print campaign that accompanies it is quite artful, featuring pop up graphics. This work from Publicis Paris is whimsy with its shot of the protagonist floating away with a handful of balloons at the end. Sure, it may not have the strong messages that most ads featured on this blog have, but it deserves accolades for being one of few in the high end clothing/perfume designer category to be putting out such great advertising.

Campbell Mithun

Campbell Mithun's campaign for the Republican National Convention is funny stuff. Their smart, sardonic work mirrors the irony in the Republicans' choice to hold the Convention in the traditionally leftist Twin Cities. The Minneapolis-based ad agency won a One Show pencil for their campaign of print ads that make light of common stereotypes about the political party. What a cheeky way to get the message of being gracious across while still being humorous and creative.

Mullen

I'm usually opposed to talking babies, animals, and puppets in ads, but I must say that the latest Zappos ads from Mullen Boston make me reconsider that general rule of mine. Three 30 second spots feature customer service employees at the online answering calls from customers. The best of the three is the latest, "Deep Fryer." This spot features the voice of a real customer service representative for the company. Before reading this on Mullen's site, I felt the ad had a very authentic feeling to it, like a conversation you would actually have with an employee. The ads are funny and heartwarming for this very reason, because people can relate to them. Mullen's got them up on their site with a spot below where you can comment. The agency projects a feeling of truly caring what the audience has to say.

Deutsch

Deutsch New York puts out tons of great traditional advertising, but it was their guerilla campaign for Ikea's grand opening in Brooklyn that truly goes above in beyond in terms of creativity. Faced with the uphill challenge of a.) opening the brand's first store in b.) the world's biggest media market where c.) audiences are truly difficult to impress, Deutsch made magic happen. Staying true to Ikea's tradition of shipping furniture in flat-packed cardboard boxes, they created a model of the Manhattan skyline and the Brooklyn Bridge using cardboard, showing that they totally know their audience at the same time. This genius idea was made even more brilliant by its ability to be parlayed into other media- photos of the magnificent replica were seen on billboards and in print as well. Other guerilla tactics were used in setting up pop-up rooms inside giant cardboard boxes that were seen all over the city. They even launched "guerilla garbage," what seems to be discarded trash on the streets that are actually a medium in and of themselves for they contain copy about the store. This is what true innovation is. Don't be surprised to see other agencies doing similar stuff in the future.

Hill Holliday

One of the many benefits of out of home advertising is that it often gets buzz in the press, which is just more advertising for your dollars. The creative strategy behind the campaign is not to be underestimated though, for it takes a special nontraditional ad to make waves. Hill Holiday's Boston office had the idea of flooding the streets of Beantown, NYC, and Chicago with musicians whose guitar cases were inscribed with the copy, "Sure you want to throw that change in here?" to promote Dunkin Donut's new 99¢ breakfast menu. Both U.S.A Today and the New York Post covered the campaign. Now that's a good deal.

Carmichael Lynch

Being aware that Carmichael Lynch's is most known for their long relationships with Harley Davidson and Porsche, I was surprised by the content of these ads for Progressive. In fact, the tone of these ads is about as far away as you can get from the tough feel of their work for Harley and Porsche. Amusing as they are, the spots were also effective. They center around motorcycle vandalization. Bizarre little elf-like characters swoop down and wreak havoc on motorcycles in the ads. Little did I know, Progressive is the biggest provider or motorcycle insurance. The campaign done by Carmichael Lynch's Minneapolis office spilled into print and digital media as well and a grassroots guerilla campaign even ensued on half a million bikers at Daytona Bike Week.

Lowe

One of Lowe's clients is Omo, a laundry detergent brand. This ad, titled "Domino" from Lowe Lintas is of the sort that makes it difficult for cynics of advertising to make the argument that advertising is a menace on our culture. This is one of those feel good spots that remind you that the world is a great place- no tricks, no put downs aimed at competitors- just people helping out other people. Kinda reminds me of the Liberty Mutual ad. I wonder which came first? Either way, it is beautiful and should be an example to future ad makers.

DraftFCB

DraftFCB won Miller Lite's campaign last year after years of being handled by BBH. The last quarter with BBH saw a 7% fall in sales spot for the brand. DraftFCB's creative strategy was to shift the focus from Miller Lite's "cold refreshment" factor to its taste. Despite the new angle, sales continue to drop off for the brand. However, MillerCoors is sticking to their guns and continuing with the creative and in the mean time, the ads are pretty funny to watch. The spot that mocks eharmony is entertaining, but I especially like the above one from DraftFCB Chicago in which a man is unable to return those three little words to his girlfriend but has no problem saying he'd love another Miller Lite. Hang in there, Miller Lite.

TM Advertising

TM Advertising's guerilla campaign for Superpages.com is a masterpiece of witty, grabbing advertising that manages not to be obnoxious in a medium where doing so is a difficult task to pull off. My personal favorites are this coaster which makes light of a tricky subject- drunk driving; and this car covered in "bird poop" that states, "We know a great car wash around here." TM's TV and print campaigns for Superpages are also attractive, but I particularly like the guerilla and online work. The creative content is based on the ideas of these shared predicaments we can all relate to and the online and guerilla media allow an interaction that enhance the messages. When you see bird poop on someone's car (especially to that degree), you know what it's like to be in that situation and are going to remember the ad next time you're caught in those circumstances. Keep making Dallas proud, TM!

http://www.tm.com/

The Martin Agency

I count myself a fan of the Martin Agency's UPS Whiteboard Campaign. I like the simplicity each one offers. It follows a similar method and aesthetic as the Apple "I'm a Mac, I'm a PC" campaign in my opinion; each ad offers another service/element of UPS, always accompanied with that white background and the same narrator. The Martin Agency is able to pull off this simple and beautiful formula because their client is such an established company. It's a good example of an often complicated service being conveyed simply. They recently renovated their site in congruence with a slu of new spots, now seen with moving graphics.

McCann Erickson

Here's why I like McCann New York's spot for Nature Valley: it's a different approach to presenting the all natural component. The quirky weird feeling reminds me a little of Chiat Day's work for Skittles and Starburst, but less cooky. It was a relief to not see tree-huggers climbing up mountains to stop at the top for a healthy, natural snack. Overall, it's a good use of comedy to present an unlikely product.

Grey

To be honest, there was not much Grey work that blew me away. Grey Jakarta's outdoor ad for Insto Eye Drops does deserve kudos for innovation though. An image of an eyeball was pasted on back car windows so that when the windshield gets dirty it looks as if the eyes need drops and once the windshield wipers cleanse the window it looks as if the eyes are cleared. This out-of-home image is pretty eye-catching (excuse the awful pun). For an agency whose clients seem very Americana- Coca Cola, Smuckers. NFL are all mentioned on site- most of Grey's better work seems to come from out of the U.S.

JWT

They say desperate times call for desperate measures, but this JWT New York advertisement for Jet Blue is anything but desperate. In light of the economic crisis, JWT found an opportunity to make something good out of something bad. Usually when we think of the advertising industry n the aftermath of the economic recession only grim images come to mind, but this bit of comic relief allows us all to have a laugh (at the expense of all the CEO's who are burying their heads). This Jet Blue spot also impresses because it is far from most airline advertising. It's a little kookier and definitely not aimed at arousing emotion like we often see with other airlines.

Y&R

I haven't devoted a word yet to the role that music plays in television advertising. On youtube.com everyone who gives this Bacardi spot a thumbs up mentions the awesome soundtrack, which is "Daylight" by Matt and Kim. Clearly music plays a significant part in the perception of an advertisement. Just today we discussed the phenomenon in my consumer behavior class of the ability of some songs to transcend you. This Bacardi spot, "Eras," courtesy of Young and Rubicam New York achieves that perfect recipe of song and moment. It's such a contemporary song but somehow it goes perfectly with all of the eras dating back to the late 19th century. I also noticed while perusing Y&R's site that they are fans of doing the throwback thing- in addition to this work for Bacardi they celebrated the 25th anniversary of Virgin Atlantic with a nostalgic spot set in the 80's.

Ogilvy

I thought it only fitting that I choose one of Ogilvy's iconic clients for the subject of this post being that the agency is such a heavyweight in the advertising industry. That said, the American Express campaign is one of my all-time favorites. The television work is great- my favorite is the rustic and authentic feel of Robert De Niro's New York- but the print is what really impresses me. Print is probably my favorite medium because I find that it takes a lot for a print ad to stand out and when it really does the result is brilliant. I love the simplicity of Ogilvy New York's magazine campaign for American Express. There is nothing tainted about it. To me, it is so quintessentially Ogilvy because it is pure, unfussy advertising at its best, which is what I think of when I think of the Madison Avenue institution. Beautiful and simple copy combined with artful photographs make a recipe that equals a humane and smart advertisement.

Latin Works

Adweek recently named Latin Works the Multicultural Agency of the Year. No arguments here. I chose this ad not because it is a diamond in the rough, for the spot is quite popular, but because up until seeing this ad on Latin Works' website I mistakenly thought the spot was done by TBWA Chiat Day. I have to pat Latin Works on the back for creating such a quirky, odd advertisement that still works. For an agency that specializes in Hispanic marketing, I was a bit surprised to be honest that they put out an ad that worked across many cultures. The Starbucks campaign took a risk with its kooky characters and slam dunked in more than one market. Plus, I love llamas!

Dieste

Dieste, one of the top Latin agencies stateside, and Dallas habitué, is responsible for this spot titled "Trance" for HBO. This spot was given an award at the 2000 Hispanic Creative Advertising Awards. The ad strikes that often difficult to attain balance of creative excellence and commercial success and wide appeal. It is relatable in its ability to capitalize on a shared cultural truth- that daze we fall into when watching a good program. What makes a program that entrancing though? As the ad states, "It's not TV. It's HBO." What makes this spot great though is brilliant casting and direction with a 180˚spin and shot -reverse- shot camera movement in the last few seconds that reveals the TV set showing a HBO program.



Trance

GSD&M Idea City

GSD&M has done a lot of great work for Southwest Airlines, especially in the television medium. I chose this simple print ad because it gives a good impression of the client as well as the overall work that GSD&M does for them. The reason I love what they produce for the airline is because the work is true to what Southwest stands for; it is a company based on satisfying their customers and giving them the best possible experience. Southwest is one of GSD&M's oldest clients- they've been together 30 years- and it's no reason they haven't broken the partnership. The ad doesn't make you think an airline, but Southwest is not your typical airline. The groovy 70's theme pays homage to San Francisco, the city for which it is advertising while its happy, colorful artwork reminds you that Southwest is a company that puts "luv" first- in trying to bring families together as quickly and efficiently as possible. As the agency indicates, they took "Southwest out of the airline business and put them into the freedom business." And today, Southwest is the largest domestic carrier as well as the most consistently profitable airline in history.

180 Amsterdam

Above is 180 Amsterdam's "Set your Fingers Free" ad for HTC'c touch phone. This ad comes courtesy of 180 Amsterdam's Netherlands office. One of the surprising benefits of the ad is that you don't see the actual product- or know what the ad is for- until the very end. The simple music that accompanies the spot is part of its whimsical allure. The simple message, "set your fingers free" is another part of what makes the ad great; it doesn't spurt out a list of its features like most cell phone advertisements.

Goodby

I appreciate Goodby's Hyundai "Clocks" spot because it's not another long, open, winding road car advertisement. The concept of using hundreds of clocks to highlight the car's ability to keep out sound is a creative way to show off the product's features as well as making the ad aesthetically interesting. I also like that it doesn't commend the product for cliché attributes, rather chooses to emphasize a more distinctive feature. The idea behind Goodby San Francisco's Think About It campaign for Hyundai is to get consumers to get away from brand prejudice and to focus on automobile properties.

TBWA Paris: Absolut Cut

This campaign is entitled "Absolut Gay." Probably a little too risqué- to use an obvious French reference- for American audiences, this ad steps out from what we usually see of Absolut: minimal print ads. The copy at the end which says, "Cut the Crap," likens the crap you hear in the ad where a gay man talks of his love life to his mother, to the product, which is a blend of Absolut vodka, soda water, and natural citrus. Just as one gets the analogy in the classic Absolut ads, one gets the same analogy here. This ad still manages to be simple and witty, staying true to the brand's winning formula, in the television medium. Best of all, Absolut has protected its character, ventured out into enough of a new direction, and introduced a new product. This is hard stuff to pull off, but what else do you expect from the brand and agency that brought you the most successful campaign of all time?

BBDO Mexico: A New Side of Pepsi

I like BBDO Mexico's work for Pepsi because not only is it a good spot, but it is also refreshing to see a Pepsi ad without reference to Coke. This ad makes you feel good- perhaps something Pepsi learned from Coke. It's about the journey of life. The only thing I could do without is the last shot of the baby about to breast feed, a little creepy.

Marmite- even if you hate the product, you'll love the ads

It's always interesting when an agency can make a beautiful ad out of something many people have an aversion to. This is the case with DDB's campaign for Marmite. DDB London made the brave choice of taking over this brand's advertising when the company's sales were dwindling as consumers regarded the 103 year old product as old. While they made the strategic decision with Unilever to update the container by making it a squeezable plastic bottle, a change from its classic glass jar, they decided to capitalize rather than deny the truth that their product is something people either adore or despise. My favorite of this campaign are the print ads- they are simple but convey something that the audience "gets" and everyone can relate to. Thanks to the excellent campaign, sales growth was in the double digits.

Socially Responsible Advertising

Ogilvy, being one of the biggest ad agencies in the world, has a lot more glitzy, recognizable work in their repertoire, but I felt that this campaign deserved recognition. Help services for controversial illnesses such as anorexia are one of the toughest things to advertise for because the taste level is often scrutinized and the threshold of getting through to people is much higher. Ogivy Frankfurt managed to make an affecting yet beautiful campaign for anorexia prevention, which rightfully won them a bronze award at Cannes in 2009 for outdoor advertising. These altered works of art were placed in museums amongst originals so that the audience would find themselves faced with the new beauty ideals when expecting to see the old ones. These adaptations of Ingres masterpieces are at first almost superficially stirring, but once realizing the meaning behind them one asks what defines beauty and how that has evolved. The ads were successful too. Traffic on the client, ANAD's, website increased by 16% and donations soared. Newspapers ran articles about the campaign.

Net#work BBDO simultaneously listened to their heart and looked through their marketing lens to bring a billboard that used solar panels to a small township in Africa. The first of its kind, this billboard doubled as an advertisement for Nedbank as well as an energy provider to a nearby school, feeding 1100 children a day. An advertising medium as well as a solar power generator- this billboard is not only benefiting a deprived school, it is also doing it in a environmentally sound way. Can you get more socially responsible than that?

What first caught my attention in "Let it Shine" was the sheer beauty and feel-good state of the ad. And this feeling of warmth that Weiden+Kennedy leaves you with is part of the social responsibility of the spot. I consider it not just socially responsible when a campaign is raising money for a cause, but also when an ad simply puts forth work that is to a higher standard. Weiden+Kennedy is reliable for always putting out only their most honest and inspiring work. In this ad W+K Amsterdam came up with the idea of projecting animated images that depict stories of "good" and Vimeo executed it on the world's largest LED screen. Frowns are turned into smiles and hugs and kisses are given among other demonstrations of good will, "which is all meant to convey people's inherent wish to be good" as the agency says. This is the first word from W+K AMS advertising the new Honda InsightHybrid, part of the advertiser's environmental platform.

Diet Coke Oscars

Watching tonight's Academy Awards I was happy to see a Diet Coke ad that went in a new direction for the brand. It was inspiring, uplifting. The spot still read Coca Cola- the overall theme was, after all, promoting happiness- but it still held its own as its own separate brand. When I first heard the music- "Sweet Disposition" by Tribal Trap, a recent favorite of mine- I thought the spot was for a car company. I was happy to see that it wasn't. The implied message that Diet Coke is a product for everyone (street artist, director, fashion designer, nurse, movie star), to enjoy whenever suits them (before a night out on the town, while being inspired, while working late on-call), but nonetheless a product that is a part of you at first reminded me of the American Express "My life. My card." campaign. I am so happy that Diet Coke has shed the celebrity endorsers in the ads for the meantime though. Remember the spots featuring Tom Colichio, Kate Beckinsale, and Adrien Brody? What I found pretty interesting in this ad is that parts were not as "All American" as what you typically see of Coca Cola Classic ads. The actors and environments were quite diverse ( of European, Latin, Asian, and African American descent perhaps). Both Coca Cola Classic and Diet Coke ads are done by Wieden+Kennedy, Portland. I don't even like the taste of Diet Coke (although I am a loyal Coca Cola customer) but this spot made the product feel like a friend- which is, after all, what we in the advertising industry aim to do, isn't it?

Super Bowl XLIV

The lesson I’ve learned after this year’s Super Bowl? Aside from the fact that the Saints are #1, it was made crystal clear that there are far more bad ads out there than good. So which first- the good news or the bad news? Bad news always, as it goes. Exhibit A.) No surprise here: Godaddy.com, 2 years in a row. Firstly, there was their tired attempt to exploit a celebrity athlete and exhibit gratuitous sex. They didn’t even try to provide one bit of whit- or information at that! Who even knows what Godaddy is? No one at the Super Bowl party I attended, that’s for sure. For the record, it’s a search engine (which I found out after visiting the site, I’m ashamed to say.) The spa one was especially frightening. Danica Patrick needs to do us, the viewers, the advertising industry, and herself a favor and take her money and run. At least this ad saves the agency industry some shame- their ads are in house.
Exhibit B.) The Bud Light spots courtesy of Cannonball, St. Louis. While these ads may not have been the worst of the bunch, they’re on my list because I expected better. The first one of the evening showcased a group of nerdy astronauts letting loose and getting down in what they perceived to be their last moments before an asteroid hit. All I have to say about that is that it seemed like someone at Cannonball didn’t feel like making a true attempt at humor the day that pitch was made because that’s some pretty weak humor. The second spot I’m referring to revolved around a husband calling up his buddies and beginning a song number with electronic T-pain voices. To be harsh, this spot was annoying, another weak shot at humor, and featured a pretty shameless celebrity endorsement (none other than T-Pain himself) at the end. You can do better, Bud Light!
Exhibit C.) Boost Mobile. 180, Los Angeles
An example that not all things 80’s can come back in style, even if you place Ray Ban wayfarers in the spot. This was one of the first ads I saw and was discouraged by its lack of effort. The people at 180 Los Angeles need to go back into the office and imagine an ad filled with wit and perhaps even a little information about the service, rather than make a poor attempt at recreating an ad from the 80’s, replacing the Chicago Bears with old actors. Bizarre, and not in a good way.


Google. In-house
My favorite ad this year was one that surprised me, made me smile, and made me feel a special connection with the service all at the same time. The ad that I am referring to is Google’s Parisian Love ad. Perhaps part of the reason my heart was warmed by this ad is because I just returned from studying abroad in Paris and am guilty of having typed in those very same searches. In any case, I found the ad to be spot- on. It was humanizing in that everyone can relate to having typed in obscure, often embarrassing searches into the site. It was artful in the choice of sound, with the music perfectly melodic for the copy and the sound bites of French being spoken here and there. I loved that the only image that appeared the whole time was either the search box or the results page. There was no question at any point what the spot was advertising, which brings me to another reason I loved it; I can not recall having ever seen one Google ad. One would not think such an established service ( I mean the brand has even been made into a verb) would need an advertisement. It was a case of perfect timing for this ad. We live in a world where everyone Googles and it has become so much a part of our schema that everyone can relate. Needless to say, I was pleasantly surprised, and impressed. Apparently Eric Schmidt, CEO of Google, spent time on Apple’s board. I find this funny because I was going to say that the ad reminded me a bit of some of Apple’s striking ads. Side note, where were those? I missed them! Google’s ad was done in-house, not by Weiden + Kennedy.
Dove. Ogilvy
About this spot I was not so sure at first. When I heard that Dove was coming out with a line of skin care products for men, I figured their approach would be somewhat similar to that of the women’s line: comforting, heart-warming, be-yourself-because-you-are-wonderful type of direction. Instead, the first of many images in this spot’s montage was a close up of sperm swimming to an egg. Ogilvy definitely gets points for knowing their audience. Even I was moved to try out the new product. Dove is not trying to sell the machismo, man of the household image here. Instead, they took the unpredicted path and capitalized on the well-known, not usually admitted feeling inherent among men. They showed some less than flattering truths that rather than show what men are supposed to be like, show what most men are. It was real and relatable, and not too sappy, as I had previously expected. Instead of preaching to be comfortable as the women’s ads do, the slogan at the end admonished, “ Now that you’re confident with who you are, isn’t it time for comfortable skin?”
Chrysler. Weiden + Kennedy, Portland
At the beginning, I thought this ad was going to be the second installation of Careerbuilder.com’s ad from last year’s Super Bowl (my pick for favorite at Super Bowl XLIIX.) That said, I wasn’t disappointed to watch the ad unreal and find out it was for Chrysler’s Dodge. The expressions on the faces of the men are hilarious. The copy is honest and relatable, which too is humorous. This ad manages to hit home with men of all types, and women too. It’s not your typical macho truck commercial. Way to go, Chrysler!