VS.
Advertiser: Mercedes Benz
Advertising Agency: Colenso BBDO, Auckland, New Zealand
When I saw the Mercedes ad, the first thing that crossed my mind was the “Think Small” ad for the VW Beetle by DDB. These are 2 different cars with a different brand image. For example, when someone would say the word “Mercedes”, you would say: expensive, while for VW it could be a family car. Both agencies used the same ad composition. The background is grey, the copy is in columns, and there are not a lot of images on the ad.
2. DDB
Advertiser: VW
Advertising agency: DDB London
A car is something we need everyday. We drive to work, to the grocery store, to the Movie Theater, mall, restaurants… We basically take our car whenever we want to go somewhere. This ad reminds us that a user-friendly car is something that we must have in our lives. The special effect in this ad is that all the sounds the car makes create a nice tune that attracts the consumer’s attention.
3. TBWA
Advertiser: The lung association
Advertising Agency: TBWA/Vancouver
Do I need to explain this message to you? I don’t think so! Lung cancer is a serious and sensitive issue in our society. Normally, ad agencies create a story about the effects of smoking and what it can do to your body and blablablablabla. TBWA took another path in getting people’s attention. They realized that whenever they put a caution sign on the cigarette’s packets, it increases the sale of cigarettes. For that reason, TBWA created this tagline that will shake people up.
4. Goodby Silverstein: Ice cream and honeybees?
Help the Honey bees: Haagen-Dazs
4 reasons why they product for me:
A) If you think about ice cream, you don’t associate it with honeybees
B) The outfits and dance moves of this video clip were pretty childish
C) The music annoyed me after 10 sec and it kept going on and on.
D) This commercial doesn’t make me want to eat Haagen-Dazs ice cream at all.
5. 180 Amsterdam/180 LA
If you see this picture you think it’s cool but not that creative. Any person who can work well with a computer can replicate this, but if you read the entire story behind this one picture, and watch the video on the website of 180 Amsterdam. You understand the process of how this picture was created and why they did this. It was specifically designed for the 2003 Rugby World Cup. Like many other sports brands, Adidas is often seen as a company that just makes shoes you can do sport in. But, the truth is that it’s so much more than that. 180 wanted to try something new to show the people that Adidas is so much more than the clothes; they really care about their athletes.
Photos found on : http://www.epica-awards.com/pages/pastresults2003_epicador_press.html
6. GSD&M Idea City, USA
Title: The art of driving
Advertiser: BMW
Advertising Agency, GSD& M/ Idea City
VS.
For the first time ever, BMW decided not to paint the cars, but to use the car as a paintbrush. BMW has a history where artists such as Andy Warhol, Frank Stella and Roy Lichtenstein use the car as their canvas. When I first saw this ad, I didn’t understand it at all. Why would a car commercial be about a car leaving paint marks on a big piece of paper? Once you know the story behind it, you understand that for once, they tried something differently and I must say: I like the result!
7. Dieste Harmel & Partners
Advertiser: Clorox Bleach
Advertising Agency: Dieste Harmel, San Francisco
Dieste Harmel & Partners is an agency that does a lot of ads in Spanish, just like this ad for Clorox Bleach. By using both animation and live actors, Dieste Harmel & partners created an almost magical feeling at the beginning of the ad, but also connected that magic to real life and it’s practical uses. This ad is very similar to some other Clorox ads. For example, the commercial where a young girl becomes a mermaid in the bathtub, but emerges to see her mother doing laundry. This strategy gives its viewer a comfortable and pleasant feeling.
8. Latin Works:
Nobody wants to be obese at any point in their life. These ads are trying to remind parents that the percentage of child obesity is increasing exponentially. Parents can reduce this by making sure their children exercise and eat healthy. What would it be if the superheroes like Barbie and superman would be obese and lazy? Would they still be considered as a superhero?
9. Martin/Williams
Advertiser: Hoover
Advertising Agency: Martin/Williams Minneapolis
All Vacuum cleaner ads are showing the consumers what the benefits are of this vacuum cleaner over another brand. I mean, what else could they say to convince people? Basically, vacuum cleaners only have 1 purpose and that is to pick up all the dust. Hoover’s had the same message, but presented it in a more creative way.
