Ad of the Day – August 15 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Amalgamated
  • Location: New York
  • Client: Ultimat Vodka
  • Name: “Stop Working. Start Drinking.”
  • Category: Viral video. Experiential.

Why I like it: Honest question: why don’t we all do more of these types of “stunts”? Is it that we actually DO do them all the time, but most of them are lame so they’re never heard about again? Or is it that we simply lack the awareness and imagination to even give ourselves this type of challenge as part of our briefings? I think in most cases it’s the latter, and if so – what a missed opportunity! This video is funny and endearing, it leaves you with a smile on your face and in return you lower your anti-advertising defenses and you become a little more aware of Ultimate Vodka. Where is the risk? At worst, the stunt doesn’t work and your event (which was going to happen anyway) goes off as planned, with some additional production cost. At best, your event goes off as planned, but instead of your brand reaching 200 people you reach those 200 live plus 2 million online! Humble proposal: instead of treating these as an ad hoc thing, from now on every single brief for an event/activation/promotion should contain an open invitation to pitch web video content with potential “virality”. It’s a no brainer: it gets creative juices flowing in a different direction, it’s aligned with how most consumers interact with media today, it’s relatively inexpensive, and the potential payoff is huge.

PS – by the way, the video about the stunt is almost better than the stunt itself. The case study video is becoming a creative art-form of its own: agencies slow to recognize this are at a disadvantage!

PPS – You know who is great at these types of smallish-stunts-made-great-by-an-awesome-video? The Brazilians and the Argentines. I’m kind of surprised that this is from NY, but I guess even in the US small shops are catching on to this great vehicle for industry recognition…

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