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High Five: Eric Sutton

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20-year veteran of the Boston ad scene working at agencies from boutique to bustling, the creative director at AMP Agency reflects on five exceptional ads that give us a sense of a new reality

High Five: Eric Sutton

By day, I dream in my corner office - a tiny corner of my mini living room. By night, I sit on the mini living room couch and enter someone else’s dream. From superhero multiverses to baking contest franchises, entertainment is now deep enough to consume us. These spots brilliantly build a world in a minute. They invite you into a new reality. I’m still waiting for the post-credit scene to tie in the spinoff ad...



Waze - 'Get to Know Waze'

Agency: Waze Ads x Google Tel-Aviv

Wavy-armed perfection. This ad for this Google-owned navigation app starts with a clever idea, but then keeps diving deeper and deeper into this inflati-verse. So many loving details, down to the inflatable armpit hair as he’s lying in bed.



Squarespace - 'Om: Dreaming with Jeff Bridges'

Agency: Wieden + Kennedy 
Production: Anonymous Content
Post: Arcade Edit

How could you not visit that URL? There are a million ways a quirky website spot could be done, and it’s the confidence to go understated that draws me in. Sublimely weird in a way that captures the blank canvas Squarespace represents.



Hummer - 'The Little Monster'

Agency: Modernista
Production: Biscuit Filmworks
Sound: Stimmung

The top 50 ft monster of creativity to ever come out of the Boston ad scene. The twist is brilliant, but it’s the storytelling craft that takes it to the next level. So many tender rampaging moments, all set to the perfect song.



Skittles - 'Piñata Man'

Agency: TBWA\Chiat\Day New York
Production: MJZ
Post: The Mill NY

“What did you think was going to happen, Steven?” Love love love that candy humour. One of many greats. The genius here is in what they don’t show. Plus the all-in performance of 'Piñata Man'.



Sony Bravia - 'Bouncy Balls'

Agency: Fallon
Production: MJZ
Post: Whitehouse Post

We spend a lot of waking hours toiling at this intersection of art and commerce. Sometimes a spot arrives that makes you believe it could all be art. Must have watched this a dozen times on loop when it launched. Still hypnotised. 

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Marketing Matters, Wed, 12 Oct 2022 11:30:02 GMT