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The Last Ad of the Day, part 1 of 2: February 27 (London)

Your daily dose of advertising awesomeness from around the world!

As of tomorrow, Ad of the Day will be taking a leave of absence. It will re-emerge at some point in the future: still focused on celebrating great creativity from around the world, but with a different format, focus and scope. For more on this, and learnings gathered in the last three and a half years, click here for Part 2.

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Today’s pick:

  • Agency: McCann
  • Location: London
  • Client: Cannes Lions International Festival of Creativity
  • Name: Buy them a delegate pass
  • Category: Print/OOH
  • Why I like it: I’m in awe of this series of print ads. It’s the disease of our industry and its cure, all rolled into one. This campaign is quite narrowly targeted, and it’s not going to change the world…but it’s so enjoyable and packs so many of the ingredients of superior work. Let’s count some of them: a) wonderful art direction: the colors, the styling, the casting, the expressions, the way the copy box “hangs” on the people…impossible to miss and so nicely crafted. b) rich insight: shining a light on the hypocrisy and lack of ambition in our industry is bold and incredibly impactful, because it comes from a deep truth. We all know these folks, some of us have even been these folks. Nothing as powerful as a carefully placed mirror into one’s soul. c) inspired writing: just the right dash of truthful aggression, delivered with humor, poignancy and a hopeful/tongue-in-cheek call to action. Marvelous. d) knowledge of your audience: nothing wrong with being niche if you fully invest in the specificity. It’s a thought-provoking, timely challenge to agencies as they start planning for Cannes. e) humor: so hard to make funny work. But when it works it’s a joy – in this case with the right mix of snarky and cheery. f) business sense: it has to link back to the brand/benefit, otherwise it’s just babble. And the message that Cannes can be the antidote with a good “return on creativity” is a good one. In conclusion: a great set of print ads, that manages to be funny and deep at the same time. Sign me up!
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