This week’s top five should be titled A Series of Unfortunate Crap. My general feeling from the spots this week is that they were phoned in. Literally. I genuinely think that someone pitched a general concept to the agency, they liked the idea, and then plugged in one of their clients’ brands to the concept. There is a serious disconnect between what we’re seeing and the tie-in at the end. Are we templatizing ideas now?
We begin with Pelephone’s ad “Zeppelins.” Twenty-six seconds of really intriguing visuals. Beautiful art direction and an interesting story line that pulls you in, making you ask, What is this all about? And then suddenly, “Wherever you land, you’ll get the best roaming rates.” This is a mobile plan ad? Seriously? You could literally plug in almost any product to this spot.
– Wherever you land, you’ll get the most reward points for your Visa card.
– Wherever you land, you’ll get the most out of your Expedia vacation.
– Wherever you land…
I could go on, but it’d just make me more upset.
Then again, the melodrama of the Sunami and Hornbach ads pushes me over the edge. The Sunami ad in particular just kills me. For two minutes we follow this incredible story of an underappreciated woman and her escape from an oppressive husband. We love her! She’s a hero! If only more women had this sort of courage!…
To use Sunami laundry soap.
The Hornbach ad is a decent story. And yes, we understand the “And what will remain of you” tagline. It’s just a bit of a stretch for a hardware store. Leave a legacy by shopping at Hornbach. I don’t know. Just doesn’t add up to four.
The winner this week goes to Del Monte Fruit Cups––light-hearted, universal, and straightforward in its concept. We love the complex, but it’s just flat-out unecessary with this spot.
And Export Gold? You’re trying too hard.
As always, chime in and cast your vote. Until next time!
1. Pelephone – “Zeppelins” – ACW Grey
2. Export Gold – “Fire at the Old Well” – Colenso BBDO Auckland
3. Sunami – “Moving” – Kráneo *S,C,P,F…
4. Del Monte Fruit Cups – “If Spencer Can” – Blammo
5. Hornbach – “And What Will Remain of You” – HEIMAT Berlin
Author: Eric Swenson