Ad of the Day – June 12 (Paris)

Your daily dose of advertising awesomeness from around the world!

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Today’s pick:

  • Agency: Fred & Farid
  • Location: Paris
  • Client: Tribord (a surfing clothes and accessory brand)
  • Name: “Back to Water”

Why I like it: Do yourself a favor and watch it on a large screen, with the volume turned up. It’s beautiful. If you’re not the target (ie if you’re not a surfer) it might seem a little over-indulgent, but there’s heaps of talent behind the making of this film. And there is courage in  some of the creative decisions taken: No rock and roll track, no voice over, just absorbing images and sounds. Serenity and breathtaking beauty, leading your heart (more than your mind) to “getting back to water”. Actually, I think the images are amazing, but what really captured my imagination and elevated the whole piece was the sound design, which was a first. I had never really noticed that before in an ad, but this one delivers. Execution is key in making this different from every other surfing video, and the folks at Fred & Farid have proven time and again that they know what they’re doing:)

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