As one of the most respected and awarded creatives in Portugal, co-founder of Portuguese agency Coming Soon, Marcelo Lourenço, shares five of his favourite top tier projects of all time
The criteria for choosing my favourite ads of all time is simple: it’s the work that makes me humble, and happy to be part of an industry and walk among such giants...
Apple - 'Think Different'
Agency: TBWA/Chiat/Day LA
Probably 99% of all creatives will include this spot in their list - and they will be right. This is the most perfect concept, the most perfect voiceover, the most perfect roadmap to change the perception of a brand and convince everyone that the most expensive personal computer is for everyone...or at least for everyone one who feels special and original. This iconic campaign also went through the toughest review ever - it was approved by Steve Jobs.
Mastercard - 'Priceless'
Agency: McCann Erickson
Every time I start a new project with a new briefing in hand, I go back to this Mastercard campaign - a piece of work that shows how important it is to be true to your brand, and how to turn your weakness into something amazing. While American Express was the credit card for the glamorous life, Mastercard choose to be the 'everyday' brand with a campaign that shows how a mundane purchase could always be part of an amazing story. It’s a beautiful concept that is, well, priceless.
Advertising BAFICI - 'El Cuadro Más Triste del Mundo' / 'The Saddest Painting'
Agency: La Comunidad
Despite living in Portugal since 1999, I’m still a Brazilian, faithful to Brazil’s never-ending feud with our neighbours, the Argentines. Therefore, it breaks my heart to have to include a film from Argentina on this list...but it’s worth it. 'The Saddest Painting' is storytelling at its best; a nonsensical short film that also sounds true to life, albeit absurd. The ad makes me laugh every time. That said, Pele is still a better player than Maradona!
Dove - 'Evolution'
Agency: Ogilvy Mather Toronto
Want to see what a truly game-changing campaign looks like? Press play and watch (again) 'Evolution' by Unilever's Dove. It was the first time a digital film won the Grand Prix at the Cannes Lions (just another day at the office today but a revolution at that time). Every great idea should look like this - simple, easy, effortless (I’m sure it wasn’t) and kind of obvious. Every campaign that fights for a world where women can be themselves owns a great debt to this ad. 'Evolution' is where it all begins.
Telecom New Zealand - 'Father and Son'
Agency: Saatchi & Saatchi
I don’t’ think anyone but me remembers this old ad from New Zealand, but for me it’s still the perfect definition of what advertising should be: a tribute to the human experience. Without a single word, it touches you heart and connects you to the brand like a nuclear bomb. Watch and try not to call your Dad right away...