Tag Archives: spots

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

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

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

AdForum’s Top 5 Commercials for This Week

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

What Would the Holidays Be Without Advertising?

Nary a day goes by when we don’t see an ad reminding us of an up-and-coming holiday. With Christmas just barely in our rearview mirror, our drugstore shopping lanes are already filled with Valentine delights. And it seems like only yesterday we were clearing off our pumpkin-littered mantles to make room for menorahs and SpongeBob nativity scenes.

Stepping outside, we see department store after department store brimming with ads promoting whatever Hallmark holiday is in season. I can’t even imagine what Macy’s must spend on its Christmas decor, the Thanksgiving Day Parade, the 4th of July fireworks, and other holiday festivities.

On TV, our commercials play familiar jingles often remade to sync with the product—sort of like this:

The 4th of July reminds us that we should celebrate not only our freedom from British tyranny, but also the fact that our forefathers knew how to party:

In other ads, Santa argues with Best Buy employees, converses with M&M’s, and even dresses in disguise as a car salesman.

We’ve grown so accustomed to these ads that we almost feel as though “Black Friday” and the “Summer Back-to-School Sale” are legitimate calendar holidays.

The word saturation comes to mind.

But what would we do without these ads? What would life really be like if corporations didn’t tie in their products and services with the holidays? How would we prepare? How would we know they were coming? Would the big holidays become more like Arbor Day? Would they be blips on the calendar, forgotten until the week before?

Just think of all the hype that’d be missed! If anticipation is the spice of life, holidays might just be stale bread. Croutons. That’s what I’m saying. I’m saying that if our complaints and frustrations with the seemingly endless supply of capitalistic holiday ads—indeed a complaint box of size—resulted in their absence, our holidays would be croutons.

All right, so maybe I’m not defending the vomit-inducing spots like the T-Mobile commercial above. I’d rather shoot myself in the face than hear that spot again. But it’s just so engrained in us—it’s become the “holiday spirit” we rely on every year. To imagine a life without TJ Maxx dancers, pitter-pattering through our malls and our hearts, is no life at all.

I consider myself incredibly out of touch with new products, widgets, and services. I’m as anti-consumerist/anti-commercialism-y as they come. And yet, I don’t know a world without holidays expressed in this particularly American manner. And quite frankly, I don’t want to.

One hundred days until Arbor Day. Let the countdown begin.

Author: Eric Swenson