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: October 24 (Istanbul)

Your daily dose of advertising awesomeness from around the world!

Smart - Oct 24

Today’s pick:

  • Agency: Alice BBDO
  • Location: Istanbul
  • Client: Smart Car
  • Name: Be lucky, be Smart
  • Category: Film
  • Why I like it: This charming ad for a little care manages to get the little details just right. The art direction, the use of color, the unspoken narrative, and so much more. The resulting effect is brilliant: you’re jolted into attention, then very cleverly (and not by accident!) your eye is taken from top left, to the middle, to the car, to the tagline on the bottom right, and then back to the middle. You do so with full attention, and at each step your brain uncovers an extra part of the “narrative/puzzle”, until it all comes together in a satisfying “aha” moment. It’s a risky approach (most print ads put the gag right in your face, this one takes a chance and visually lays out a path to be followed – if any little detail is off…the thread is broken.) But with risk comes reward, and I think they really nailed it.

 

Ad of the Day: October 23 (New York)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Colossal Media
  • Location: New York
  • Client: Perrier
  • Name: Inspired by street art
  • Category: packaging/web film/ooh
  • Why I like it: It’s a great time to be in this business, especially for those with an ambitious, creative, action-oriented mindset. It used to be that packaging design, outdoor, street art, on-site activations and film were all completely separate items within a broader “creative industry” umbrella, for good and sensible reasons. And to most marketers, they still are. But to companies with a progressive mindset, it doesn’t have to be this way. Take a look at what Perrier has done – on the surface it’s a limited edition label re-design which you (hopefully) will notice when you see it on the shelf. But dig a little deeper and a whole program emerges which multiplies the opportunities for consumer engagement (have a look at the other videos to see what else they did), and puts the brand right at the core of a global, urban creativity design movement. Fantastique.

 

Ad of the Day: October 22 (Stuttgart)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Leithaus Filmproduktion
  • Location: Stuttgart
  • Client: LBS (Financial Services)
  • Name: Wet dream
  • Category: Film
  • Why I like it: Oooh, I love this ad to death. It’s like a mildly deranged dream sequence, hyper-produced to such a detail that it starts to cross the barrier between moving picture and still image (it’s very rare that you want to re-watch an ad and pause the image so you can take it all in…there is so much to look at!) How does something like this even get made? It’s a jaded world, but I’d like to think that work like this only happens when people trust and fully let go. It can’t be done by committee because the vision is so singular and unique…you have to hire some talented people, set them up for success, and then get out of the way. When it works, it works oh so well.

Ad of the Day: October 21 (London)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: adam&eveDDB
  • Location: London
  • Client: Haig Club (whisky)
  • Name: Reunion
  • Category: Film
  • Why I like it: Come for the glitz, stay for the story! It’s tough to resist the glitz and glamour dripping from every second of the ad. From the beautiful scenery, to the mega celebrity, to the color palette, to the soundtrack…it all feels and looks like a high-end perfume ad. But the real hook here is the narrative thread: it’s the classic “team coming together” sequence from so many films, which reels you in and keeps you looking ahead towards that point of convergence. The film cleverly sidesteps the common pitfall of these types of ads (all style, no branded substance!) by placing the product right in the middle of that point of convergence between the characters. Expertly done – it’s a pleasure to watch a lot of money get well-spent!

Ad of the Day: October 17 (Nairobi)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Ogilvy
  • Location: Nairobi
  • Client: Sprite
  • Name: Bill the Billboard
  • Category: OOH
  • Why I like it: This is the first time I’ve seen an outdoor board that truly comes “alive” with a distinct personality of its own. The key here is what this does for the brand: instead of showing you “cool” and hoping you’ll associate it with the brand…the brand (speaking through the billboard) acts coolinstead of urging bystanders to “obey you”, it obeys its own instinct. It’s the old “show me, don’t tell me” maxium. Bill Board speaks with a casual, easy confidence that does more to convey the brand’s emotional benefit than hundreds of refreshing visuals of “cool urban teens on skateboards”. Fantastic. Big congratulations to my Ogilvy colleagues in Nairobi for the first ever Ad of the Day from Kenya!

 

Ad of the Day: October 15 (Istanbul)

Your daily dose of advertising awesomeness from around the world!

arzum_supurge_60x40_01_aotwarzum_supurge_60x40_02_aotw

Today’s pick:

  • Agency: BBDO
  • Location: Istanbul
  • Client: Arzum Cleanart (vacuum cleaner)
  • Name: Coin, Card
  • Category: Print
  • Why I like it: Interesting to imagine how this ad evolved: from a product claim “powerful vacuum action”; to an advertising claim “reaches places never reached before”; to an idea “showcase the ‘relics’ one would unearth if reaching places that haven’t been reached before”; to the idea brought to life visually via an interesting image that focuses the eye on what matters; to a nice layout that gives proper due to the claim and the product. In between each of these steps is a little moment of creative “magic”…without it you have a standard boring ad, with it you have something that works. We’re always chasing the little bits of magic!

 

Ad of the Day: October 14 (Sao Paulo)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: F/Nazca Saatchi & Saatchi
  • Location: Sao Paulo
  • Client: Leica
  • Name: 100
  • Category: Film
  • Why I like it: There’s a lot to be said for knowing yourself. Say you’re a niche brand, with a solid connection to a niche target. Do you devise a generalist strategy to reach a broader group and expand your sales prospects…or do you double down on your narrow target? Both are valid, actually, as long as they’re done well. Here Leica chose the latter path…and executed the hell out of it. A visual photography quiz for serious photography buffs (how many did you recognize?), the way it’s choreographed and shot presents a unique, entertaining spin on the historical. And the best part? By being so uncompromisingly specific in their outreach to their target, they managed to produce excellent content, and excellent content has a way of spreading (it’s what Coke calls a “liquid” idea.) So your reach actually goes beyond what you expected. A nifty little trick!

 

Ad of the Day: October 10 (Hamburg)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Lukas Lindemann Rosinski
  • Location: Hamburg
  • Client: Mercedes Benz
  • Name: Dirty Driving
  • Category: Film
  • Why I like it: Wonderful! A great percentage of advertising, let’s be frank, doesn’t earn the right to aspire to much: decidedly average, lacking in courage or conviction, reduced to merely “hoping for the best”. But Advertising (with a capital “A”) aims higher by following a simple formula: Be disruptive (to get the attention), and then communicate a compelling message (to induce action). Here Mercedes has a fairly standard message (car X is the combination of Y and Z) and serves it up in a memorably disruptive fashion. Think how easily this could have been the standard car-driving-inside-warehouse ad. And yet…from the first three words of the song, you know this is going to be wildly different, and you’re in for the ride. What happens next raises an ante that was already quite high (I was quite surprised –  not sure how they got it through legal!) and the end is memorable and crystal clear in conveying a benefit. Kudos to the client and agency team for having the courage to take us for an unexpected ride. It might seem like a risk, but actually the risk is in not doing so. “Unless your advertising contains a big idea, it will pass like a ship in the night.”

 

Ad of the Day: October 9 (Kansas City)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: VML
  • Location: Kansas City, MO
  • Client: Wendy’s
  • Name: #BBQ4MERICA
  • Category: Film
  • Why I like it: When in doubt, there are a few “Hail Mary” type of devices that can take your work to another level. Music is definitely one. Humor, pop-culture, nostalgia, and celebrities can also work great – as we see in this film for Wendy’s. It’s a risky proposition because if you’re one degree off it just doesn’t work. But for a certain demographic (Ralph “Karate Kid” Macchio, I used to worship you, man! where have you been?!) this one works wonderfully. What’s most admirable here is that that they didn’t rest on their laurels once they sold the idea or secured the celebrities. The difference between good and great is in their pushing beyond and really going for it – that’s where the little killer details are born (Steve Austin wiping away a tear, Ralph Macchio’s caption, the wonderful spelling of the hashtag, etc.)

 

Ad of the Day: October 8 (Sydney)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: McCann
  • Location: Sydney
  • Client: Corelle (dinnerware)
  • Name: The Tipsy Hostess
  • Category: Film
  • Why I like it: These ads (this one above is part of a series, do watch the other two) are oddly compelling, like a slowly developing train wreck that you can’t avert your eyes from. I’m sure it tickles the same part of the brain that makes a hit of shows like “Housewives of New York/LA/etc.” Expertly executed with amazing casting, acting, storytelling and editing. And in the midst of this…gently, almost subliminally, the product and product benefit are woven in so effectively! You’re completely hooked by the action, and when the tagline comes and focus shifts to the product, the message hits home with a powerful logic and you’re left thinking “wow, that was kinda weird, but kinda cool!” Loved it.