When the week of Cannes started collegaues form BBDO Group Russia asked us to share TOP5 of our favorite campaigns of 2010/2011. There is my very subjective choices (actually 6, not 5) with a short comment on each.
I saw the commercial very early morning after Superbowl in States has just finished and it stroke me immediately. I think it is by far the best TVC in 2010/11 from great script and superior execution to the much broader role - it speaks not only about Chrysler, or about economicall highly troubled Great Lake region, but also touches the very important issues for the country, society and culture. Although it has got three Golden Lions in Cannes this week, I have expected at least one Grand Prix.
Two quite a different but similarly engaging real-time real-life games with very important role of digital platfroms and social networks. Both perfect in execution form trailers that attract participants and digital ecosystems to supporting everyday activities in social networks and through mobile applications with engaging data visualizations.
But most importantly again shows us that great digital campaigns are not about digital - opportunities and platforms provided by digital technologies to individuals, interest groups and societies are at best use when there is some bigger idea or challenge to be made in real life.
When one month ago I showed this case as one of key examples in a presentation of how video world is changing and video itself is becoming just a part of multi-platform, transmedia storytelling I have got a remark form the audience - “Hey, but this is not advertising and it is barely video”.
That’s exactly why I love it. The full use of then brand new html5 standard with all the time changing screens, integration of animations and hearth breaking dynamic integreation of Google Maps street view from the place that is very important to you - it all was wrapped into great, personalized story and told in way that neither was possible before nor it on other browsers at that moment. Check it out with Google Chrome browser yourself.
Supersimple idea with new use of old-good-outdoor. Just build it on ice in the middle of lake next to busy highway. Winter proposal for VW Pasat 4Motion - special price - is valid as long as the outdoor is visible. And as Spring approaches and ice melts, you can check out is the discount still available on web or just by taking a look when passing by.
The campaign is more than one year old but still it among my favourites. Very warm, very human and focused on creating real value to people. And again - not only having the TV script but doing real thing for real people. Going to the small town behind the Arctic circle and making thery morning and their day brighter. Even if for one day.
By the way I have changed this blogs headline after seing this ad and in particular - after listening to the song "The Great Escape" used in the film. I believe that “It’s not what you say that matters, it’s what you do” will be one of dominating principles in commercial communication for years and decades. And it is The Great Escape from the ways we were doing our communication and thinking about campaigns for more than half-a-century.
Sometimes its all very easy. Sometimes you even do not need big and well-thought through strategies. Sometimes it is enough to have simple, great story and the execution made perfect to the smallest details. The story and execution plan leaving enough space left for improvisation. Or improvisation with some clue about what story could emerge there and where could it lead.
But besides of that you have to have ultimate confidence in the idea from the authors and even more than that - the intelligence and courage of client to see the emerging path and to move on with it. The courage to play this game in quite an unknown territory.
Whaterver the case, great result American Apparel, great result.
In the very best traditions of Burger King and CP+B.
The sources with Direct TV available confirms that campaign really works. Watch five minutes - get Whopper, watch ten minutes - get two, etc. In order not to fall in temptation to go to kitchen for tee (or much worse - for brown, branded sugar drink from your fridge) or just not to fell asleep every few minutes there is small challenge for you.
"Cynics might say the concept is a little too easy, but in our opinion it’s just perfect; on strategy (Bavaria = a beer without bullshit), well written, and well executed." Amsterdam Ad Blog, May 31, 2011
Hmm. Interesting. I would discuss it a bit. But worth to follow because it is a part of major rebranding in Western Europe, including brand new bottle (label) design. Lets see where it leads and what will be around besides of classical TVC with all it's limitations.