Tag Archives: Ads

AdForum’s Top 5 Commercials for This Week

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

Hornbach “And what will remain of you?” from Source on Vimeo.

Author: Eric Swenson

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AdForum’s Top 5 Commercials for This Week

Take a look below at AdForum’s top five commercials for this week. There’s a nice, dynamic range of spots that I’m sure will intrigue you. Each spot sort of pulls at a different pathos string. The Sealy spot is a bit obvious—and far more sexual than I think we’re used to seeing for a mattress company. Then again, maybe that makes sense.

I felt like I needed Ritalin after watching both the Cadbury and Chevrolet ads. Is this the new trend for commercials? Flashing sequences that are almost impossible to keep up with? Perhaps we’re beginning to target the ADD youth of today. I will say that the Chevrolet ad seemed big-budget and an art director’s dream. The Cadbury ad, too, made me think that some AD out there was basically instructed to re-create Willy Wonka’s chocolate factory and add a dash of James Bond. Um, yes, please.

The Boston Pizza spot had me laughing. I genuinely think I’m going to start referring to my food as being “divine.”

And how can you not love Matt Lauer and an old father/daughter spot? Cute, catchy, and effective.

Have a favorite? Take a look at these five and let us know what you think!

1. Sealy – “Life Before Your Eyes” – Arcana Academy

2. Cadbury – “Taste” – Fallon London

3. Chevrolet – “Find New Roads Anthem” – Commonwealth

4. Boston Pizza – “Foodie Monster” – TAXI, Toronto

5. Toshiba – “Future” – LBL Communication Group

Publisher’s Pick: National Responsible Fatherhood Clearinghouse – “Hiding” – Campbell Ewald

How Smelly Is Your Design?

In the world of design we’re brought up to understand there are certain rules to follow when laying out a piece. Guidelines exist to help designs resonate with our intended audiences. For example, in photography the “rule of thirds” teaches us to divide our shots into a grid format and place our subjects in any of the nine sections—none of which is dead center. The phrase “form follows function” is another example that’s been around for a century. It reminds us that an object should be designed considering its function first and that this will determine its form.

A poor creative team, on the other hand, may spend hours deliberating about the appropriate message for a direct mail envelope. In reality, it’s the shape of the piece and the color of the design that humans connect with first. Content always comes later.

These rules exist because they’ve been tested over the years. Through the use of eye-tracking technology and decades of focus groups, we’re able to say with certainty where eyeballs go when they look at design.

But what if we did more than just followed the rules of design visually? What if we triggered other senses beyond sight? What about taste? What about smell? We’ve been to the grocery store enough times to know that giving away food samples is one of the most ingenious forms of marketing. From the sizzle of the frying pan and the smell that fills the aisles to the moment you take that tiny toothpick and take a bite––you’d swear you’ve never eaten such good sausages.

Well, that full-blown experience is a marketer’s dream. There isn’t a limb on an advertiser’s body that he or she wouldn’t give up to utilize scent in an ad campaign. The limbic connection between smell and memory is the perfect recipe for all things nostalgia. Freshly mowed lawns, our mother’s baking, and even the smell of Play-Doh all have the potential to elicit something deep within us.

It doesn’t look like Smell-O-Vision will be put to practical use anytime soon. It does seem, however, that a team out of Belgium has figured out how to express both scent and taste using stamps. The Belgian post office, known as Bpost, has produced more than 500,000 smellable/edible stamps celebrating Belgium’s world-famous chocolates and chocolatiers.

While it’ll be a bit before I see myself licking an already-licked stamp, I can’t deny how effective it might be in triggering those chocolate-driven memories stored deep inside me.

The Belgians are breaking the rules—those zany rebels! What else can we come up with to more effectively reach our consumers?

To learn about how those chocolate stamps are made, check out this video: http://www.bbc.co.uk/news/magazine-21388234

Author: Eric Swenson

Ways To Make Graphic Designers Cringe

BuzzFeed released 17 hilarious, cringe-worthy designs that are sure to make you feel uncomfortable. Here’s a taste, but be sure to check out the entire list on BuzzFeed.

1. Kerning

7. The “I just learned Adobe Ilustrator look”

12. Way too twee

Author: Eric Swenson

BuzzFeed’s Picks for Best Print Ads of 2012

BuzzFeed recently published its picks for the top 12 print ads of 2012. While we hardly think these selections cover the full range of print ads published worldwide, there were certainly a few that stood out. To view all 12, be sure to check out BuzzFeed.

Have a favorite? Take a look at these five and let us know what you think!

1. Kielo Travel – Y&R, Belgrade

This ad is simply genius!

2. Pictionary – Ogilvy, Kuala Lumpur

3. LEGO – Jung von Matt, Hamburg

Admittedly, this ad took me a while to figure out. It wasn’t until I saw the entire campaign that I figured out what I was looking at. Love!

4. Karate for Kids – Grey, Tokyo

5. Ray-Ban – Marcel Worldwide, Paris

I was less than impressed with this ad. It’s a bit of an obvious route. Maybe in 1988 this would have been cutting-edge. I get the old New York reference. But still—meh.

Author: Eric Swenson

AdForum’s Top 5 Commercials for This Week

Take a look below at AdForum’s top five commercials for this week. It was a refreshing group of spots that, for the most part, made me smile.

It’s clear that “Summer Hater” really doesn’t apply to the northern hemisphere this time of year, but nonetheless, it’s an effective ad whose tone is sure to keep your attention.

Owens Corning continues to do a great job marketing itself. Its social media alone is inspiring! The “Easy” ad was AdForum’s publisher’s pick, but isn’t Utterly Orange’s. No, our hat is tipped to Goodby Silverstein & Partners’ “Robot” ad. It hits all the right notes: concept, tone, relevance, and appeal—in this case, through humor.

Honorable mention certainly goes to Coca-Cola, who in our opinion plays on the world’s holiday heartstrings like no other brand in existence.

Have a favorite? Take a look at these five and let us know what you think!

1. BGH – “Summer Hater” – Del Campo Nazca Saatchi & Saatchi

2. Adobe Marketing Cloud – “Robot” – Goodby Silverstein & Partners

3. Coca-Cola – “Christmas Family” – McCann Erickson Madrid

4. TriNet – “Raise Denied” – TDA Advertising & Design

Publisher’s Pick: Owens Corning – “Easy” – Campbell Ewald

Author: Eric Swenson