Viral Review: Turning The ‘Tide’ On Super Bowl Ads

This article originally appeared in Campaign

It’s no secret that Super Bowl weekend is an embarrassment of riches for fans of top quality advertising. Even if you can’t tell a Tom Brady from a touchdown, it’s likely you’ll have seen at least one of the big game ads as they filtered across your social feeds in the last few days.

With brands putting the best agencies and tens of millions of dollars in ad spend into their 30 seconds of fame, the race for Super Bowl recognition is always hotly contested.

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Fashion adverts rarely celebrate imperfections, nor do they tend to feature jokes of any kind.

Bucking both of these is trends is the latest spot from Diesel, whose stylish, throw-everything-at-the-wall aesthetic advises daring viewers to “Go With The Flaw”.

The ad begins with a plucky young man who has the misfortune of being born with what can only be described as Dumbo ears. Thankfully, he’s conventionally handsome in every other way and elects to undergo an experimental ear-reduction surgery.

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Brands and agencies have been working away in their Santa’s grottos all year long and they’re finally ready to show off what they’ve made.

That’s right, it’s Christmas ads time – and with the launch of Apple’s ad yesterday, we thought it was about time we looked back  2017’s bumper crop of adorable, funny and, occasionally, moving spots.

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Fans of ‘The Twilight Zone’ or ‘Tales Of The Unexpected’ should look no further for their latest fix of anthology scares.

Surprisingly, we’re not talking about a new season of ‘Black Mirror’ but instead the terrific Halloween campaign from confectionary brand Mars. While sweets and chocolates are certainly central to Halloween tradition, they aren’t usually responsible for many frights. With its ambitious new project, Mars certainly looks set to change that.

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This article was originally published in Campaign

Video game ads are a curious beast. After all, games are typically pitched off the back of their trailers, and the biggest names in gaming barely need to advertise to attract their diehard fans back for more.

What this means is that when so-called ‘Triple A’ games choose to release a live-action spot, they’ve usually got a pretty great reason for it.

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This article originally appeared in Campaign

Audi this week serves up what is bound to be one of 2017’s most memorable and inventive video campaigns.

Send In The Clowns’ teaser boasts “serious technology, silly situations” – and that’s precisely what we get: a surrealist fantasy that takes a traditional autos ad and turns it upside down, adds a red nose and then throws a cream pie in its face.

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This article originally appeared in Campaign

Guinness continues its aspirational ‘Made of More’ campaign with a new video spot called ‘Comptown Cowboys’.

The long-awaited sequel to the brand’s joyous short documentary on the ‘Sapeurs’ of Congo, this new ad explores yet another underseen subculture with sensitivity and a sense of adventure.

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This article originally appeared in Campaign

You wouldn’t normally expect a make-up advert to be action-packed but Boots’ latest offering is no run-of-the-mill cosmetics spot.

Drawing on influences from Westerns to art films, the brand’s latest spot tracks a course towards a much more memorable kind of marketing, starting with a rather unusual cameo from Olympic fencer Monica Aksamit.

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This article originally appeared in Campaign

In advertising, ‘weird’ is a difficult thing to get right. Go too far and you’ll alienate people; be too cautious and you won’t stand out. Over the years, brands like Old Spice and Skittles have mined rich seams of surreality and outright oddity to massive sharing success and critical kudos.

Now British telecom giant Three is moving into stranger territory too.

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This article orginally appeared in Campaign. 

It takes a pretty exceptional effort to make an automobile advert that stands out. After all, how many times can viewers see a low-slung sports car bombing it around a track before they get the idea? Beyond a few ingenious examples of car advertising, it isn’t really a genre which offers a tremendous amount of variety.

Audi is a brand which understands this quandary, and its latest spot ‘Test Drive’ does its damnedest to break the mould. How does it do this, you ask? By suggesting that viewers simply aren’t tough enough to drive their cars. It’s a feat of quite remarkable reverse psychology, resulting in one of the more memorable automobile ads in recent years.

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