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Advertising profiles, assignments & the best new creative commercials
Advertising profiles, assignments & the best new creative commercials

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"The World Like Never Before". Qatar Airways really pushed out the boat - as it were - for this lavishly produced, effects-heavy new global campaign from Omnicom's 180 Kingsday in Amsterdam. Privately controlled Middle Eastern airlines Qatar and Emirates are really pulling the rug from under the feet of Europe's longer-established flagbearer carriers. Seriously, who these days would put up with the shop-worn cost-cutting of British Airways when you can get better long-haul service and value from Qatar? This is arguably the airline's most Western-facing campaign to-date. BA and others, beware.

> See it now at https://www.adbrands.net or at https://youtu.be/Xzpp0sIfzcE
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"The Truth Is Worth It: Resolve". The latest of Droga5's hard-hitting ads for The New York Times is the best to-date. It's not so much an ad as a gripping two-minute conspiracy thriller. Focus of the ad is an investigation by reporter Hannah Beech into the humanitarian crisis surrounding Rohingya muslims in Myanmar. (Another new ad covers surveillance of journalists by the Mexican government). Snatched photos, video clips and sound bites are linked by the brilliantly clever text overlay concept deployed in the previous ads, using backspaces, corrections and repetition to link all the visual elements into a complete story. Phenomenal work. We'll be rooting for full recognition of the campaign's merits in the upcoming awards season.

> See it now at https://www.adbrands.net or at https://youtu.be/PZJdKuTRN5E
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"The Nightclub". Mother's latest for Ikea in the UK is not perhaps the agency's best work for the brand, but still better than much of the competition. To promote the retailer's beds and mattresses, Mother takes the idea of a nightclub at face value as a place not to stay awake but to go to sleep in the company of like-minded individuals. There are some cute gags along the way: the cereal bar, toast kebabs and milky tea cocktails, but this feels more like the enhanced record of what was presumably an experiential event than a fully scripted commercial. We still have fond memories of Mother's beds-in-the-sky ad for Ikea four years ago with Prospero's closing monologue from The Tempest as the voiceover.

> See it now at https://www.adbrands.net or at https://youtu.be/j-y8wYLWBoA
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"Let Them Eat Dust". The latest from Australian indie The Royals for Mercedes-Benz suggests that their new X-class V6 pickup can defeat any other vehicle from car and bike to kayak and helicopter. Well that's pushing it a bit perhaps, but it makes for an entertaining ride. You, like us, might have noticed an odd habit of Aussies and Kiwis of always referring to flat-bed pick-ups like this as "Utes". It's a term that only exists in Australia and New Zealand. If I tell you that it's pronounced "Yoots", you might guess correctly that it's an abbreviation for what was originally described as a "utility vehicle". As Michael Caine yootsed to say: "Not a lot of people know that".

> See it now at https://www.adbrands.net or at https://youtu.be/TdP58cyi4T4
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"Fireworks". TBWA Paris presents an elegant and simple thank you message to customers of French rail service SNCF for helping to save the environment by letting the train take the strain instead of the car. It's great what can be achieved with a clever idea, a bit of lighting (and water) and well-chosen sound effects. Regular readers already know how much we like slow-motion in ads; well we're just as keen on the speeded-up opposite too.

> See it now at https://www.adbrands.net or at https://youtu.be/HA1A97gPZnM
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"Act Tiny. Be Mighty". Ocean Spray's long-running comic growers duo finally got dropped last year along with agency Arnold Worldwide. A New Year brings a new start from Energy BBDO in Chicago, and it's a charming tale of family values and social responsibility, real footage overlaid with some cute animation. "We're excited to help build the iconic Ocean Spray brand in a new and authentic way," says Energy BBDO CCO Andres Ordonez. "By visiting the Ocean Spray farms, we got to experience, first-hand, the authentic passion and love that goes into growing these wonderful berries."Key to the brand's underlying message is the fact that Ocean Spray remains a cooperative enterprise, representing the interests of 700 or so independent cranberry (and grapefruit) farmers across America.

> See it now at https://www.adbrands.net or at https://youtu.be/BPf-EeEdGTI
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"We Believe". It was Unilever that first introduced social responsibility into packaged goods advertising with Dove's Self-Esteem Project, but Procter & Gamble grabbed that ball a few years back and have been running with it ever since. That underlying message has gradually been rolling out to different brands, finally reaching Gillette on this the 30th anniversary of that long-established brand slogan "The Best A Man Can Get". In an age of MeToo and more, Grey New York questions many of the existing assumptions about what truly makes for the "Best" from men. Needless to say, Gillette's status remains unchallenged even if casual sexism, bullying, mansplaining and apparently even barbecues are a strict no-no. Director Kim Gehrig does a fine job of corralling the elements: she's become the go-to for these types of campaigns, last seen on that fine "Viva La Vulva" campaign for Essity, featured here late last year.

> See it now at https://www.adbrands.net or at https://youtu.be/z2rIgsPlJd0
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"Hooky / Moving". These two strong new spots for Volkswagen USA are either the last from incumbent Deutsch or the first from the newly appointed (and newly created) WPP entity VW Partnership. (We're still waiting for credits to arrive). Whichever the case, it marks a welcome change in direction from the rather earnest and sentimental spots Deutsch has recently been delivering for the carmaker in favour of something a bit edgier and more daring. Now of course we wouldn't dream of inventing a deceased relative just to get the kids out of school, but we can't help but admire the cheek of those bad parents who do.

> See it now at https://www.adbrands.net or at https://youtu.be/fnDe0HEApU4
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"Back To The Past". British couch potatoes are already familiar with food delivery service Just Eat; what they may not realise is that this is now a global service operating in 13 countries worldwide. (By which we mean it delivers in other countries; not from other countries. Duh.) One such is France where Paris indie Buzzman - a real master in the art of the comic video - last year invented idiotic brand ambassador Max, a time traveller who travels not into the future but back to the past. Here are his two latest adventures: into the Middle Ages and the Age of Enlightenment; a number of additional spots riffing on these two ads are also being released online in a huge promotional push.

> See it now at https://www.adbrands.net or at https://youtu.be/pXVB8vOnLa0
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"Family Monsters". Here's a sympathetic and effective campaign from London indie And Rising (previous 18 Feet & Rising) for charitable organisation Family Action, which celebrates its 150th anniversary this year. Every family has its own particular monsters is the idea: financial worries, the pressures of being a new parent, alcohol... The concept is illustrated here with great sensitivity. These monsters are neither scary nor comic, but anxious shadows of each character's particular concerns, and they get additional amplification from the cleverly distorted soundtrack. Nicely done.

> See it now at https://www.adbrands.net or at https://youtu.be/pMUkHXmjYKU
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