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High Five: Powerful Product-Centric Ads


Creative art director at BBDO Germany, Daniel Tolentino, shows how selling can be fun

High Five: Powerful Product-Centric Ads

It’s always like this. We want to tell the best story ever, and the client wants their product on screen for the longest amount of time they can. This series is a nod to what advertising is always meant to do - make your product the protagonist of your story, creatively. Eye-catching ads with a product role, claim, feature in its core. Enjoy the list...

Squarespace - 'The Singularity'

Agency: In-house at Squarespace
Production: SMUGGLER
Director: Aoife McArdle

This is a very fresh take on creativity (think about 'Rick and Morty' or 'Severance') yet super hard-sell structure. In the first five seconds, you get a concept, product mockup and a call to action. From there, whilst you get distracted, one message remains in your head - a website that makes websites. And, if you are wondering how rich is the concept of this commercial, stretch yourself to this content as well.

Levi's - 'Buy Better. Wear Longer.'

Agency: AKQA San Francisco
Production: Iconoclast x Primo Content Spain
Director: Megaforce

Levi's literally shows a pair of jeans being made in a factory in the first five seconds to really tell you what their brand vision is - making products that can last. From there, they challenge their creativity really high. How can we show a product through the whole ad for f***ing one minute straight and make people watch it!?

Beats By Dre - 'Powerbeats Pro: Unleashed'

Agency: Zambezi Los Angeles
Production: Doomsday Entertainment
Director: Hiro Murai

A one-minute film with a product staring at you, fixed in your eyes telling you how many cool things you could do with it, and how reliable, flexible and comfortable they can be. Does this sounds familiar to you? You probably got a brief like this before.

Sony Bravia - 'Balls'

Agency: Fallon
Production: MJZ
Director: Nicolai Fuglsig
Post: The Mill
Editorial: The Whitehouse

This ad shows how a simple concept can lead to a masterpiece execution. A delicate piece of film that seems to almost whisper in your ear a single claim: colours like no other. And it’s a fact - you haven’t seen colour that way before.

Cheetos - 'Can’t Touch This'

Agency: Goodby Silverstein & Partners
Production: Dummy
Sound: Lime Studios x Human

I like the briefing behind this, turning a negative into positive, crafting a message that fits the personality of the brand. The product is in every single scene as the main device to tell the story. 

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BBDO Group Germany, Wed, 01 Mar 2023 12:30:04 GMT