High Five: October 2017
The best advertising moves people in complex ways. Sure, it takes talent to make people laugh or cry, but the UK’s best ads have done more than that this month. Thanks to the smart minds and able hands that put them together, many of these campaigns are likely to leave a more complex emotional impression, intriguing, beguiling or shocking us. They’re also really slick, showing off an amazing level of craft.
LBB’s Alex Reeves takes a look at the best of the month’s British advertising.
Once or twice a year an ad comes along that demands your undivided attention. There’s something about the slick, cinematic scope of this Audi film that makes it impossible to ignore. It’s firing on all cylinders. The idea, based on a product offering, is perfectly illustrated by the film, which Ringan Ledwidge’s deft directorial touch has brought to life with beauty and humour. Its rare that such a funny idea is brought to life with such polish and we love it.
VCCP have done an admirable job keeping Sergei and co relevant and beloved brand mascots for all these years. With Meerkat Movies, opportunities to tie in with big blockbusters must come along quite a bit, but making sure they’re executed to this high standard is the key to making sure they’re not wasted. It’s wonderfully silly and compelling, put together with all the craft of a proper action film.
Many agencies would have gone straight-up cute for this cat treats client, but adam&eveDDB have cleverly identified that cute on its own doesn’t stand out as much as cute and shocking combined. And they’ve nailed it on both counts, with thoroughly adorable animals being awesome best buds and then… the big surprise, brilliantly delivered by director Keith Schofield.
The focus of the latest Great Western Railway campaign is the craft and they’ve really gone all in on it. Enlisting the help of Pete Candeland to bring Enid Blyton’s children’s classic to TV screens was a very smart choice. Paying close attention to the original illustrations, he’s managed to perfectly capture the wholesome, nostalgic feeling of adventure that the original stories evoked - exactly the feeling that the railway want to inspire to convince people to jump on a train.
Think of Guinness and you think of Dublin, maybe even Lagos. But Compton, the infamous neighbourhood that gave the world Dr. Dre and Kendrick Lamar, is not the first place you’d associate with the brand. Equally, horses are not the first mode of transport you’d pair with the LA area. It’s this surprise that makes Henry Alex Rubin’s film about these men who care for horses in this urban environment so arresting. Once again, Guinness proves that it’s a brand that’s able to tell compelling stories and celebrate extraordinary characters.