Ad of the Day – June 5 (Auckland)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: Colenso BBDO
  • Location: Auckland, New Zealand
  • Client: New World (supermarket chain)
  • Name: “Lucky day”

Why I like it: Aww I just love this ad with every molecule in my body:) Really, it warms my heart. This is advertising at a very high level, but let me try to explain what are some of the elements at play here: Great design (typeface at the beginning), great music, great editing (those little clips spliced in are the difference between formulaic slice-of-life and “just-awesome”), great insight, great subtle branding (part of the story, not an interruption of the story), great acting, great story, great twist. It’s sooo not easy to do this, but the thing is that most don’t even try. For a supermarket ad, it’s often about the sale, or the selection, or whatever cliche that sails by unnoticed. You need to tell a story that people want to see, a story that lowers the anti-advertising-filters of the mind and allows your branding message to be delivered. When properly done, like here, it’s like a Trojan Horse that people are happy to allow into their attention span. Brilliant work from a pretty brilliant agency in New Zealand. (Bonus second spot is below, just as good but maybe a teensy bit saccharine for my taste.)

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