Author Archives: Martin Murphy

About Martin Murphy

International advertising guy, family man, soccer fan; on a daily mission to enjoy life. My entire personal and professional life has taken place in an international setting. This I think gives me a perspective on our industry that is different than the norm, and perhaps can contribute to the virtual conversation. I started this blog with two main objectives: a) to reinforce the discipline of being observant and thoughtful about the advertising and marketing industry b) to exchange ideas, meet people, and grow my perspective of the business that I work in To be a thought leader one day, the first step is to be a though contributor. This is my first step. Check out my linkedin profile for more info: http://www.linkedin.com/pub/martin-murphy/9/4a0/6a7

Ad of the Day – May 21 (New York)

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Your daily dose of advertising awesomeness from around the world!

Because_Music_Doesnt_Judge

Today’s pick:

  • Agency: Droga5
  • Location: New York
  • Client: Spotify (music streaming service)
  • Name: “For Music”
  • Category: Print

Why I like it: I do love this print ad, it stopped me on my tracks. The photography is so raw, so honest, so un-advertising like. And the headline is keenly observant, finding a really interesting angle to describe our relationship with music. Really fantastic, it caught my eye and made me stop, think, and acknowledge the brand. The rest of the work, consisting of multiple TVCs? Not so much. This campaign for Spotify is probably one of those briefs that you’d just love to work on: I mean, what is a sweeter challenge than to define our relationship with music? There is limitless creative potential here: fewer things are more universal, more innate, more filled with memories, meaning and emotion! And yet…precisely because it’s so big…because it’s so very personal…once you start really thinking about this, you probably realize this is going to be a hard nut to crack! The grass is always greener on the other side, they say. But the “best briefs”, the ones that seem so easy…are actually some of the toughest.

Bonus content: here is my favorite one of the TVCs: “Stupid Gym“

PS - This campaign got placed in the Ad of the day”draft” folder and then forgotten, nearly 2 months ago. Not as “fresh” as usual, sorry!

Ad of the Day – May 20 (London)

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Today’s pick:

  • Agency: AMV BBDO
  • Location: London
  • Client: Pedigree
  • Name: “Bad Dog, Good Dog”
  • Category: Film

Why I like it: Classy. Even for those not the target audience, it’s hard to not be taken in by the superb executional flair of the “symmetric” narrative device. You don’t quite perceive it as it’s initially happening, but once it dawns on you in the second half, it’s a joy to follow the narrative through to the end. And, having “bad food…good food!” as the pivot-point of the ad…brilliant. A wonderful narrative device that satisfies the creative director and the brand manager in equal measure – not something you see every day! It also happens to be the difference between a normal dog food ad and a superior dog food ad. These little details take a lot of talent and make all the difference.

Ad of the Day – May 16 (Sao Paulo)

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Today’s pick:

  • Agency: ALMAP BBDO
  • Location: Sao Paulo
  • Client: Getty Images
  • Name: “85 seconds”
  • Category: Film

Why I like it: Almost exactly 1 year ago (May 24 of last year) we shared a great ad by the same agency and client. It used a lovely visual narrative and an innovative execution style to engage you fully, all while clearly bringing to life the storytelling potential of Getty’s vast image archive (Click here to see “From love to Bingo“). A year later, they’ve done it again, this time showcasing Getty’s video library. A normal creative team would have taken a winning formula and ran with it again…why not? But these folks at ALMAP are much better than normal: They kept what was good, and then put a new wrinkle on it to make it better: the split-screen device gives you a whole new layer of narrative depth and visual engagement. Even if you begin by thinking this is a repeat from last year…by the end you’re fully swept up in the moment. So many great lessons here: from the appeal of narrative, to the magnet-like pull of great music, to the importance of weaving the brand/benefit into the ad, to the power of leveraging deep human emotions. Great work from Sao Paulo, yet again.

Ad of the Day – May 15 (Richmond)

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Today’s pick:

  • Agency: The Martin Agency
  • Location: Richmond, VA & New York
  • Client: Oreo
  • Name: “Wonderfilled”
  • Category: Film

Why I like it: I love this twice-over. First, as a celebration of the bravery it takes to enact change. Oreo has been running the “twist, lick & dunk” campaign since the 90′s in a surprisingly consistent and regimented manner that was successful all around the world. However, when I worked on Oreo a couple of years ago the tectonic plates were already starting to shift, and with this brand-new work (by a brand-new agency) the transition is complete and unequivocal. Who knows where it will lead, but the sense of freshness, excitement and renewal is undeniable! Second as a lively example of how I define great advertising: “a good story, well branded, well told”. We have a whimsical story of vampires and big bad wolves that is hard to resist. We have Oreo at the very center of the action, the catalyst that is shown so iconically in the scenes where different types of hands (eg: a wolf to a robot) share an Oreo with each other. And we have both a really cool animation that fits the childlike optimism of the idea, AND and impossibly catchy tune that breaks down your defenses in about 5 seconds. What we have here, is a great little ad. Well done for the Martin Agency.

Bonus content: Here is the 90 second “anthem” ad. Same thing, but longer. Well worth your time.

Ad of the Day – May 14 (Buenos Aires)

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Your daily dose of advertising awesomeness from around the world!

Click on image to enlargeTulipan_aotw

Today’s pick:

  • Agency: Y&R
  • Location: Buenos Aires
  • Client: Tulipan (condoms)
  • Tagline: “Retardant Control. Enjoy Longer”
  • Category: Print

Why I like it: This ad is cheeky, fun, engaging, and a little unusual. Why unusual? It’s rare to come across a print ad where the joke/gag is revealed immediately, and you also quickly grasp the uniqueness of how it’s executed…and yet you still feel compelled to go on the visual journey and follow the narrative through from start to finish. When the ad ends, you’ve engaged with it for much longer than the standard print ad, and done so willingly! A great example of “a good story, well told” in print format, and yet it’s rare in that it doesn’t hide the reveal until the end, or attempt to entertain you into thinking it’s something other than an ad. This one announces right away what it’s all about, and because of its subject matter and its unique construction, you can’t turn the page. Risky, but it works. A very neat trick pulled off just in time for awards show season;)

Ad of the Day – May 13 (London)

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Today’s pick:

  • Agency: Adam&EveDDB
  • Location: London
  • Client: VW
  • Name: “Baby”
  • Category: Film

Why I like it: Terrific. In world filled with mediocre ads, this high standard is actually becoming the norm for VW, which is truly amazing because it’s so hard to do even one time. This one is the latest in a long string of ads that feel incredibly human: both accessible and completely universal. They are well-branded. They are expertly crafted with little details made to count (for me it was the zombie-like opening of the eyes…and you know the crying comes one second later…or the haggard and resigned expression of the dad, or the “brothers-in-arms” knowing look between the two dads…all the little things that matter so much!) They often show a minor product feature as a way into the heart (while getting the branding job done), instead of featuring the cliché car talking points that lead to a cliché ad. They have a light, happy vibe about them, always going for the heart-warming smile instead of the burst of laughter. Above all, they generate brand love for VW. If you’ve had kids, chances are this ad will work for you, some little detail will trigger a smile and a memory…and in the midst of that, “VW” will register. And that’s a lot to ask for in the automotive industry, where ads tend to blend into one another.

Ad of the Day – May 10 (London)

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Today’s pick:

  • Agency: BBH
  • Location: London
  • Client: Robinson (juice)
  • Name: “Pals”
  • Category: Film

Why I like it: (watch the ad first!) It’s hard not to love this ad, even as you are shaken by its imperfect ending. It’s a nice idea with a clever and touching twist, brought to life by flawless execution: The playful and nostalgic tone, the imperceptible (but mounting) sense that something is not quite as it seems, the disarming freshness of the interaction between the two “pals”, the slow, carefully doled out hints of what is to come…all of this shows us tremendous craft and touches the heart as intended (especially if you’re a dad.) Is it enough to overcome a very weak role for the brand? Not sure. Is it enough to overcome the disconcerting jolt of the end tagline, which feels like it was dreamed up by a 23-year-old childless copywriter? Definitely not sure. Nonetheless, the first 53 seconds are a lovely piece of film making to brighten up a grey Friday morning. Have a good weekend, everyone!

Ad of the Day – May 6 (Shanghai)

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Click image to enlarge22.04 Cannes Crops

01Born Beautiful-Nose_NoTrans Born Beautiful-A-cup

Today’s pick:

  • Agency: Ogilvy
  • Location: Shanghai
  • Client: Dove
  • Name: “Born Beautiful”
  • Category: Print/Online
  • Translation (in order of appearance):

“I am a girl who is yet to join the world. If I grow up to weigh 70kg or more, will you still welcome me?”

“I am a girl who has not yet been born. If I grow up to have a flat nose, will you still embrace me?”

“I am a girl who is yet to breathe. If I grow up with A cup breasts, will you tease me?”

Why I like it: Wow. Many print campaigns stand out for their striking simplicity. Others stand out for their rich, textured visuals. A minority hooks us with a very original approach that we haven’t seen before. And fewer still manage to connect those visuals with a message that is emotional, relevant, and branded. So let’s enjoy this campaign by Ogilvy Shanghai, because it’s a rare, lofty accomplishment that combines all the elements of great print advertising. An original visual idea, featuring beautiful Chinese calligraphy artfully applied to an unconventional “canvas”. Supreme craft, (notice the lighting, the contrast, the texture of the paint against the skin, the grace with which the body is shot.) Add to it an inspiring and thought-provoking message, based on the insight that we are generous with praise for little babies and kids, but far too quick to criticize and judge women for their physical appearance as they grow older. And finally, the delicate balance of conveying a universal message yet delivering it a uniquely Chinese manner. These lovely print ads (and its accompanying online campaign) once again showcase China’s growing ability to produce world-class work for world-class brands. Congratulations to the super-talented team at Ogilvy Shanghai that fought hard to make this happen!

Ad of the Day – May 3 (Sao Paulo)

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Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: ALMAP BBDO
  • Location: Sao Paulo
  • Client: Casa do Zezinho (educational foundation for needy kids)
  • Name: “Help”
  • Category: Film

Why I like it: (watch the ad first) Fantastic. The gritty, hidden-camera execution is quite inspired: just as you’re sensing that you’ve “seen this before” there comes a delightful twist that makes you smile and lean in closer. The notion of having “other ways to help children” is also quite different and empowering, which is key in breaking through the clutter of public service advertising. Yet what truly hits the mark here is the inspiring emotional appeal. Not guilt-inducing emotional appeal, which often works but leaves you feeling a little blue. Not horror-inducing emotional appeal, which often fails because you reject the message, if only to spare your overloaded senses. But the optimistic, almost uplifting emotional appeal of showing the inherent goodness and solidarity in random strangers. The kindness of those who stopped to help…the way two of them gently place their hand on the shoulder of the kids before they walk away…it’s touching, it’s real, and it works.

Ad of the Day – May 2 (Frankfurt)

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Your daily dose of advertising awesomeness from around the world!zmg-newspaper-marketing-association-eyecatcher-campaign-2-of-6-bike-stuntman-ogilvy-mather-germany-gmbh-frankfurt

zmg-newspaper-marketing-association-eyecatcher-campaign-1-of-6-mariachi-ogilvy-mather-germany-gmbh-frankfurtzmg-newspaper-marketing-association-eyecatcher-campaign-6-of-6-bunny-ogilvy-mather-germany-gmbh-frankfurt

Today’s pick:

  • Agency: Ogilvy
  • Location: Frankfurt
  • Client: ZMG newspaper marketing association
  • Name: “Where ads stand out every day”
  • Category: Print

Why I like it: Now in its second year, this lovely campaign from Germany is a metaphor for advertising as a whole, and where we often sell ourselves short. We are afraid to be too different. We often prefer the sedative safety of being good enough to the anxiety-ridden risk of really going for it. We perfect our message and fill it “category cues” and “best practices” that we know our bosses and clients will feel comfortable with. To use the image above as an example, we take the old guy in the dark suit…and give him a better suit, a flashier tie, a starchier shirt. We tell him to smile. Maybe update his haircut. Maybe (if we dare) we put a bright pin on his lapel. Then run him through focus groups where a couple of people tell us that they feel ok with how our man looks. And then we send him out into the world…where he blends right in, and the cycle begins again. And one day, someone leaps out suddenly with a flying motorcycle and changes the conversation completely, and you ask yourself…”why don’t we do stuff like that?” You can! Be different, get noticed – without this, your idea “will pass like a ship in the night.”