Your daily dose of advertising awesomeness from around the world!
Client: FIFA 15
Name: Feel the Game
Why I like it: It would have been so tempting to just rely on the gameplay action (which is stunning), or the celebrity (featuring biggest soccer star in the world), or the special effects (high-end cinematic flourishes.) But…no. Instead, they combined ALL of those elements seamlessly, and wrapped it around a completely innovative creative/visual device which shows everyday “you” being put in the middle of the game. The crescendo towards a climatic finale is expected…the surprising twist is the way in which everyday people (and by extension,you) are brought into the heart of the action. A heart-pounding piece of work.
Why I like it: It seems so quaint…once upon a time not so long ago, companies and products debated whether or not to even have a web presence at all, and talked about how being online gave you an advantage of awareness and an opportunity to engage with the consumer. Today, having a website is a given, but the benchmark for engagement is so high, that on some level I’d bet 9 out of 10 web site efforts are a waste of time – their mediocrity makes it engaging only to the development team and their family members. To really capture the imagination of consumers, the benchmark is pretty much “something super cool that I’ve never seen before”. That’s a tough benchmark! This one hits it. They create a life-size digital Messi in astonishing detail, it’s a little spooky actually. Lovers of the game will spend minutes “interacting” with this creation, and will naturally detour to learning about the equally amazing life-like characteristics of the 2014 version of this popular video game. Super cool, and I’ve never seen something like it before. That’s what it takes, so well done to the folks at W+K Amsterdam for pulling it off!
Why I like it: Very strange, because I love…1/2 of this ad. “Less is more” or “More is more”? It depends. Think back to some of the great ads of late and you’ll see many of them are 1 minute or more. A narrative with a heavy emotional impact quite often benefits from just a little more time to truly develop. But that assumes you’ve got an amazing, crisply defined idea at the core! In this peculiar case for Bookings.com, I wish they’d cut the ad half way through, because the extra time allowed the idea to meander all over the place, effectively creating 2 separate ads, which we’ll call “The hold-your-breath moment” and “Booking awesome”. I loved the first one…the dramatic build-up to that hold-your-breath moment when the key goes into the door…that all-or-nothing feeling…it felt very real, very human, and it sets up the brand as the ace-up-your-sleeve in these pivotal moments. Excellent. Except that we then continue into the “second ad”, more irreverent and featuring a brand-centric play on words that could have been funny/memorable in a different setting – but here the shift in tone is so at odds with the first half that the whole thing comes off as just…a little strange. A reminder that “more is more” and also “less is more”…it’s all relative, and you’d better know the difference!
Every morning I scour the web and look at 10 random ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!
Why I like it: Just so slick, like so much of the work coming out of this shop. Imaginative story, immersive writing, well acted, good special effects, clearly branded, larger-than-life feel, expertly paced and edited…the real deal. Oddly enough, W+K cranks out so much awesome work, including the now famous Nike “Write the Future” campaign, that this otherwise awesome add feels almost…ordinary. Talk about being spoiled! Soccer lovers, enjoy!