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High Five: The Successes of Less Is More

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From smiling dogs to love letters from Peter Crouch, copywriter at AMV BBDO, Ricardo Porto, selects five simple but brilliant projects

High Five: The Successes of Less Is More

My five favourites are all campaigns that made me feel something. From cringing to laughing, they show the power of creativity and simplicity to spark emotions in the audience...



Campaign Against Living Miserably (CALM) - 'The Last Photo'

Agency: adam&eveDDB
Production & Post: Cain & Abel
Director: Max Fisher
Editorial: Final Cut
Colour: Rascal
Music: Radford Music
Sound: Wave

This campaign is a couple of months old now, but the message will never get old. The insight and executions are simple, but so true and strong - I had a lump in my throat when I first watched it, and when I watched it for the second time.



ManyPets - 'Insure Your Happiness'

Agency: Uncommon

UK’s advertising landscape has been an emotional rollercoaster lately. Two weeks after ‘The Last Photo’, Uncommon released the uplifting ‘Insure Your Happiness’ for ManyPets. Again, super simple idea and execution. They didn’t need more than a cute AF photo and one or two words to make their point. It made me smile when I saw it on a bus stop, even though I’m not the biggest pet enthusiast...I probably shouldn’t say that out loud!



Tesco Mobile - 'Brits Roam Free'

Agency: BBH London

If ManyPets made me smile, these Tesco ads made me chuckle and think: 'Is funny advertising still alive?'. The 'Brits Roam Free' campaign helped me keep hopeful, at least. A very British self-deprecating humour, which even a foreigner like me can appreciate. Also, again, simplicity in the message and execution gives this good idea the spotlight it deserves.



Paddy Power - 'Love Football Intimately'

Agency: Droga5 London
Production: Stink
Director: Traktor
Post: nineteentwenty
Editorial: Final Cut
Sound: String & Tins

I really like the idea behind Paddy Power’s ‘Love Football Intimately' campaign. The thought that betting makes you 'fall deeper in love with the beautiful game' is smart, and the sensual love letter to football delivered by Peter Crouch is well-written. It feels popular - like it should be - while it keeps the idea central to the whole thing - like it should do.



Maltesers - 'Look On the Light Side'

Agency: AMV BBDO
Production: MindsEye
Director: Sebastian Thiel
Editorial: Shift Editors
Post: ETC
Sound: String & Tins

A few desks away from me at the office, the Maltesers team made yet another tongue-in-cheek campaign, now tackling embarrassing family interactions. The dialogs are really well-written. I’m sure many people would have loved to have thought of the 'Uncle David keeping you satisfied?' comeback in previous family dinners.

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AMV BBDO, Wed, 31 Aug 2022 11:30:03 GMT