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