Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week. As with advertising in real life, only a handful are memorable. Here are my picks for the week ending 30th September: Audi, IKEA and more.
1. Audi: Duel
In what seems like a tactical ad, Audi released an ad in time for the first presidential debate between Hillary Clinton and Donald Trump, as it showcases a ‘fight’ too. The fight – a very physical, Hollywood-movie style fisticuff does not immediately what it is for. But it keeps the viewer hooked thanks to some amazing production values. Apparently the film has 18 easter eggs including elephant and donkey ice sculptures, a Presidential Tower and a mobile phone with classified emails.
Agency: Venables Bell & Partners
The film makes you think about creative ideas and the importance of execution. In my view, the film did not have a central idea or a story to tell. It merely latched on to a topical news (the debate) and dramatised a fairly done-to-death ‘will go to great lengths to get the brand’ kind of proposition. The film is worth watching every second thanks to the top notch execution. But do all brands have the luxury of relying on execution to make a memorable ad? No. And that’s why a strong creative idea or a compelling story is so important in advertising.
2. Holiday Inn: We know what matters
A smart way to highlight the features which are likely to be most attractive for travellers when it comes to choice of hotels.
Agency: JWT, London
3. IKEA: My Son
The link between low prices and ‘staying small’ is a bit tenuous perhaps – thanks largely to the translation, but a sweet spot nevertheless.