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High Five: Ads That Don’t Feel Like Ads



Zack McDonald, ECD at B-Reel Stockholm, discusses a successful selection of ads that were hard to ignore

High Five: Ads That Don’t Feel Like Ads

I love great pieces of creative that don’t feel like ads. (I also love great pieces of creative that DO feel like ads, but that’s another story.) I’ve chosen a random assortment of strong ideas from recent memory that knocked my socks off, made me chuckle or - believe it or not - actually led to me purchasing what the brand was selling...

Mschf - 'Eat the Rich'

Agency: In-house at Mschf

Mschf is a brilliant art collective that absolutely lives up to its name. Their most well-known work beautifully skewers and blows up the sneaker world. But my favourite piece their foray into the world of ice cream - 'Eat the Rich'. Every detail is perfect. The message couldn’t be more clear. It’s a playful gateway into some seriously disgusting details about some of the world’s biggest 'heroes'. Oh, and I heard from a friend of a friend that they even nailed the flavour. Keep going, Mschf! The world needs you!

Coors Light - 'Coorslide'

Agency: Mischief
Post: Dirty Work

Now for the other Mischief - this one spelled correctly! Love almost everything they do. So smart and way bigger than the projects have any right to be on the surface. 'Coorslide' is a great reminder that sometimes genius ideas belong in the most boring places. This is an actual Google Slides page that Coors fans can copy and paste into their own slides docs. Why? To get your nosy colleagues to 'chill' and back off why you finish your work. So specific. But for this guy right here who spends way too much of his life in Google Slides deck, it really hit the spot. Cheers!

Heinz - 'A.I. Ketchup'

Agency: Rethink

A super smart follow-up to the heavily awarded 'Draw Ketchup' campaign from last year. I love the lightning fast initiative to use DALL·E 2 to prove the exact point of the previous campaign in an exciting, new way. The fact that they got such a spot-on idea out in such a fast way is without a doubt a testament to the creative and client partnership here. Simple. Nice. Very nice.

Liquid Death - 'Blind Taste Test'

Production: Hey Wonderful

My guilty pleasure advertising trope is blind taste tests. This most likely goes back to my '80s upbringing and the Pepsi challenge. This is the best one I’ve seen in some years from one of my current favourite brands. I love the genius simplicity of both their product and their work. It’s refreshingly direct and simple in what it’s trying to communicate, and almost always provocative and fresh enough to get me sharing with my friends. If you don’t know this brand, take a moment to look back at the past few years of work. My all-time favourite is the full-length horror film they made in lieu of buying Super Bowl ad time. An ad that people actually chose to stream for an hour on Prime Video.

Röyksopp x Bacon - 'Profound Mysteries'

Production & Post: Bacon
Directors & Sound: Röyksopp

One of the best production companies in the world used the latest album for Röyskopp as a showcase for their directors to get really fucking weird. I was so pleasantly surprised when I watched Andreas Nilsson and discovered that he re-used some of the characters from a recent spot we made together. It’s always fun to watch genius work with no constraints or client comments.

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B-Reel, Wed, 17 Aug 2022 11:30:03 GMT