Desert Island Adverts
Honda – “The Cog”
Right this moment this advert could be finished digitally for a lot of many causes, however fortunately it wasn’t and the result’s one which wowed its audiences. Humidity, temperature and dirt all performed havoc with the motion of the items, it’s spectacular that it solely took 100 takes (with one sew) to finish. The actual fact it was 2 minutes lengthy made it close to unimaginable to get airtime, the complete model was solely aired 10 occasions however received just about each award going. It marked a daring shift in Honda’s strategy to promoting, setting a brand new commonplace of favor and playfulness they might take ahead to this present day. One way or the other, I obtained maintain of the ‘making of’ DVD and wrote about it in my dissertation, so I’ve obtained a delicate spot for this one!
BA – “A British Unique”
It’s notably the OOH imagery I take pleasure in for this marketing campaign, an ideal train in minimalism. No shouty messaging, no CTA and solely the trace of a emblem. A sunlit shot of the facet of one in all their shiny planes with a joyful face peeking out is sufficient to evoke that sense of vacation pleasure and marvel. The gorgeous simplicity makes it stand proud within the normal noise of OOH.
Hamlet Cigars – “Photograph Sales space”
A traditional from 1986 and one which jogs my memory of my Dad belly-laughing on the TV. He was a giant fan of Rab C. Nesbitt, going bald after changing into a brand new father (sorry Dad), and a smoker, so this ticked all of the containers for him! Humour, when finished properly, will all the time seize an viewers’s consideration, regardless of material. The subtlety and timing of Gregor Fisher’s efficiency as he preps his hair (singular) and waits for the flash is genius.
Nike – ‘Take it to the subsequent degree’
The primary individual viewpoint, while nothing new (shout out to The Prodigy), transports you onto the pitch and into the faces of the icons of the time, Fabregas, Ibrahimovic, Ronaldinho, Rooney and extra, it’s a formidable forged even for a Nike advert. Rising from the ranks of Sunday league to a world recreation it captures all of the blood, sweat, tears and vomit to get there.
BBC – ‘Issues We Love’
Aardman’s use of unscripted conversations and inserting them within the mouths of their characters is nothing new, however the playfulness of the animation (notably the subtleties within the background) by no means will get previous, particularly when you understand the painstaking craft to get there. The newest marketing campaign, notably the Hamster brief, is as contemporary and humorous as ever.
James Clarke is design director at inventive company Bandstand.
