Bestads Top 6 of the Week – reviewed by Darren Moran, chief creative officer, DraftFCB New York
France24 ‘The Birds. Can I rate an ad best of the week if the wrong client is attached to it? Well, I’m going to. The best ideas connect two disparate things to make something new. In the case of this film, borrowing from Hitchcock’s film of the same name and connecting that to the peoples’ revolutions in the Arab world (via the Twitter logo) is pretty smart. And the execution is very nicely done, if long by half. But what could have been a powerful message and rallying cry for a human rights group hits an odd note when you get to the sign off, for the French news channel, France24. At the other end of the spectrum is a Chevy spot from Argentina that’s pure joy and simplicity: a young guy who would/could sleep with a married woman deserves a fun, daring first car. Bravo for not letting this very simple misdirect get overplayed by making the spot any longer than it needs to be, but the first title “first-timer” is completely unnecessary. And what is it with South Americans and half-naked people in their commercials? Not that there’s anything wrong with that.
Bubbles Pet Cologne. A nice insight brought to life brilliantly, and memorably. It’s hard to lose when cats are involved, but these guys found a new and ingenious visual solution to the brief. I won’t be able to get this image out of my head for a long time, and that’s what it’s all about, isn’t it?
France Galop, from Y&R Paris. Here’s one where great execution overcomes a thin idea. This is just a fun ad to explore. Very well crafted.
Golf Digest. Having been on both the giving and receiving ends of an errant golf ball through a windshield, this one got me. And that’s the point: golfers are passionate about all things golf, even the disasters, and they’ll flock to like-minded people (or magazines). Simple, attention-getting technique that may not say much about the magazine that people don’t already know, but obviously did a great job reminding people the publication exists and is worth their time and money. But what’s with a two minute video to explain the idea?
Polo Mints. Who says you need a big budget and a big canvas to make interesting content? The animated GIF makes an hilarious comeback, proving less is more, in a piece of engagement as well as in a mint. Refreshing and fun.
Tok&Stok. Another great example of using limitations to your advantage. This Twitter idea – 140 character assembly instruction manuals for Tok&Stok’s furniture – not only gives Ikea a run for its money when it comes to simplicity, it also saves paper. As a big believer in doing well by doing good, this one scores big with me. Nice!
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