Work of the Week: 16/06/23
Advertising in 2023 is very different to what it once was. Marquee campaigns are rarely 30-second commercials or eye-drawing outdoor ads. We at Little Black Book love the industry of today and the possibilities of great change that it offers, but deep down I think we miss being wowed by such things with more regularity.
If you ever experience similar feelings, today’s Work of the Week is for you. Enjoy!
Heineken - 150th Anniversary
Heineken is turning the grand old age of 150. And instead of a big, cinematic journey through the brand's heritage and history, it has marked the occasion with a cheeky take on all the silly ways Heineken has been spelled or confusingly consumed over time. Created by Le Pub and directed by PRETTYBIRD's Bradley & Pablo, it was inspired by some famous words of Freddy Heineken: "I don't sell beer, I sell gezelligheid” (which is a famous Dutch phrase meaning ‘the feeling of good times’). Roll on the gezelligheid.
Coca-Cola - The Best
Apart from perhaps our own industry, no one does superlatives quite like the food industry. But despite what any food critic, blogger or blagger claims, food is subjective. Circumstances can transform an eating experience and people’s tastes are downright different to others. Coca-Cola reckons there’s something we can all agree on though: the best food should be washed down with a coke. This brilliant print campaign from WPP’s Open X, led by VMLY&R, is the result of an extensive road trip across the US to capture countless restaurant facades. As someone who takes too many photos of the exact same thing, I approve of this message.
GWR - Five Get There First
This new spot for adam&eveDDB's Famous Five-themed Great Western Railway campaign is another piece of animated joy that makes me want to pack a bag, find my way to England's luscious south-west coastline and gorge on ice cream. Props to the team at Not to Scale who handled the animation.
Kruger - Life Can Be Messy. Love Can Be Messier
In the summer of 2020, I was bowled over by a Canadian ad for tissues. It went against every category trope with its visceral, emotional storytelling about the messiness of life. Created for Kruger by Broken Heart Love Affair and Scouts Honour director Mark Zibert, this dream team is back to celebrate the messiness of love, all to the tune of a genuinely good re-record of INXS’ 'Never Tear Us Apart’. It’s a doozy.
Channel 4 - Idents 2023
British broadcaster Channel 4 uses a combination of live-action, animated and full CG films for a series of glorious idents that it believes reflects modern day Britain. Seeing each of the 25 scenes as a looping short film is captivating; a tapestry of modern British society as seen through the eyes of the diverse group of 17 creatives who helped create them.
The Finnish National Lottery - There's Nothing Quite Like Lotto
According to a press release from agency SEK, this campaign is "Finnish through and through." It may be one of the world's happiest countries, but you'd be hard pressed to know through facial expressions alone: Finns believe that less is more when it comes to expressing themselves. That's the inspiration behind this beautifully subtle TV campaign for Lotto, an iconic game in the country that people have unfortunately started turning their backs on, swayed by the opportunity of bigger jackpots in other games.
KFC - Do the Deal of a Lunchtime
This KFC spot from Mother and the deft comedic hands of Traktor is exactly what we'd love more of in advertising: beautifully executed 30-second commercials. What's more, the use of Paul Engemann's 'Push It To The Limit' is giving us Scarface-but-make-it-'80s-sitcom vibes.
