Take a look below at AdForum’s top five commercials for this week. In a nutshell, we were underwhelmed with most of the spots. Coke Zero’s “Unlock the 007 in You” was fun, but I’d hardly call the concept original. Nike Russia’s “Spartak Forever” falls in that same boat. How many Nike commercials have we seen that are exactly like this?
As for the St John Ambulance commercial, all we have to say is, wow—and that shouldn’t be confused with “Wow!” There are ads that shock us. There are ads that make us pause. And then there are those that take the risk of doing both and end up winning our hearts. This is not one of those ads.
We admire BBH’s gumption for trying something so bold. Across the board, however, this is an epic fail. Yes, we understand the cancer connection. Yes, we get the shock-and-awe factor, but unfortunately, a bigger objective was missing. What does this do for the brand? We certainly know what it does for BBH and its award aspirations, but after viewing this ad, do you find yourself more likely to call St John Ambulance? I doubt it. My guess is that you’ll just chew your food more carefully.
And if the “masticating best practices” message isn’t enough of a sell for you, just remember, even cancer survivors can choke and die in front of their children. Sorry, guys––we’re not impressed.
We do think the “Hands” commercial stands out from the pack of subpar spots. Would it have been better suited as an advertisement for hand lotion or arthritis medication? Probably. But the execution was great, so five points for that.
Have a favorite? Take a look at these five and let us know what you think!
1. Coke Zero – “Unlock the 007 in You” – Publicis Counsel
2. St John Ambulance – “Helpless” – Bartle Bogle Hegarty
3. Peugeot – “Hands” – BETC Paris
Please note: video contains brief nudity.
4. Nike Russia – “Spartak Forever” – Instinct
5. State Farm Insurance – “Ivy” – DDB Chicago