High Five: Mark DeLottinville
Ads are mostly forgettable. I remember one or two a year. The best ads are usually simple, cute and funny. They also don't take themselves that seriously. People don't want to watch the ads, they are just necessary to pay for the content they want to watch. However, a select few stand out and serve as a jumping-off point for many great directors in film and television. These few have always stuck in my mind, and I always think about them...
BMW - 'Road Home'
Agency: Goodby Silverstein & Partners
Production: RSA Films
Director: Jonny Mass
This is my favourite ad of the past year. It's simple, funny and relatable. It could be for any car, and the fact that it doesn't focus on the specific BMW vehicle at all makes it more memorable. Car ads are a dime a dozen, primarily due to regulations or having to highlight selling features, but this one stands ahead of the pack.
Stella Artois - 'Pirate Paper Boat'
Agency: Mother
Director: Bryan Buckley
I have always loved this ad. It's an excellent way of stretching a budget creatively. How do you show a massive pirate ship battle? With a still, and sound effects, of course. It's funny and memorable, and not a single line of dialogue needed - a fantastic way to sell a beer.
Volkswagen - 'The Force'
Agency: Deutsch Inc.
Production: Park Pictures
Director: Lance Acord
Being a massive 'Star Wars' fan, I had to include at least one commercial with the property. This commercial was a Super Bowl spot from 2011, another car commercial that doesn't focus on the car at all, or at least very minimally. Taking a classic character and utilising the audience's connection with that character immediately sells the ad. Plus, the ending is great!
Ragu - 'Long Day of Childhood'
Agency: Barton F. Graf 9000 New York
Production: Radical Media
Director: Steve Miller
Post: Big Sky Editorial
Sound: Butter Music & Sound
I see a trend in my ad selections focusing on something other than the product specifically. This ad from 2012 is from director Steve Miller; it is a fantastic ad - it even incorporates the product shots without worrying about setting them up. Whoever wrote the song deserves a Grammy in the country music category.
Geico - 'Hump Day'
Agency: The Martin Agency
Production: Hungry Man
Director: Wayne McClammy
When have you ever seen an ad spawn a sequel? The ad is so good and memorable that you can make another commercial about it later and not have to worry about referencing the original ad or worrying about other people not seeing it. I could pick so many Geico commercials - Washington crossing the Delaware is excellent as well, but I decided to go with this one for the popularity alone.
