Brand: AUDI
Agency: Master Comunicação, São Paulo (Brazil)
Year: 2003
Considered by many as one of the greatest piece of advertising ever, this ad embodies what every good ad should aspire to be. Like the "Snow Plow" commercial for Volkswagen this is an ad that's completely on brand. What makes the difference and what elevates this ad into the realm of awesomeness and genius is the clever way that it pokes fun of its rival brands, not by putting them down but by using and showing the perceived advantage of each one and then spinning them into positive traits, that only the Audi brand has.
AD BREAKDOWN
After a simple question "What do you want in a car?" we have a static shot. Just a wall with several key holders. A hand enters the frame and starts placing different keys on the key holder, each one from a different auto brand and each one representing the key perceived advantage of that brand, information that is passed through simple text. After all the keys have been places the ad reveals itself as all the key rings make a logo, the Audi logo. The reveal is as simple as the entire ad and it's just perfect.
Critics will ask if this is the type of idea that comes from a clients brief. In all honesty, I don't think so, but does it matter? This is one killer ideia, executed beautifully. The only think that I think would be a problem to aprove it is the fact that it is using other brands and most clients are afraid of doing that. Fortunately Audi isn't one of these clients.
Another thing to notice is that, as creatives, we sometimes want our ads to be as clean as possible and I believe that Master's creative departement wanted to do away with the lettering throughout the spot since people that know car brands know what attributes are from brand a,b or c. And I know that I would fight for this as well, but this is where we see that, sometimes, giving more information makes your end product much better. Having used the text the spectator doesn't need to either know about car brands or what makes them unique and he can just appreciate being guided along until the reveal. If there's one lesson to be learned here it is this: sometimes we need to think about who's going to be watching and we have to make sure they have the easiest job. The information given here is spoon fed but it is necessary to do so in order to hold the viewer until the very final moment.
Critics will ask if this is the type of idea that comes from a clients brief. In all honesty, I don't think so, but does it matter? This is one killer ideia, executed beautifully. The only think that I think would be a problem to aprove it is the fact that it is using other brands and most clients are afraid of doing that. Fortunately Audi isn't one of these clients.
Another thing to notice is that, as creatives, we sometimes want our ads to be as clean as possible and I believe that Master's creative departement wanted to do away with the lettering throughout the spot since people that know car brands know what attributes are from brand a,b or c. And I know that I would fight for this as well, but this is where we see that, sometimes, giving more information makes your end product much better. Having used the text the spectator doesn't need to either know about car brands or what makes them unique and he can just appreciate being guided along until the reveal. If there's one lesson to be learned here it is this: sometimes we need to think about who's going to be watching and we have to make sure they have the easiest job. The information given here is spoon fed but it is necessary to do so in order to hold the viewer until the very final moment.
TAKEAWAY
NO BRIEF? NO PROBLEM.
SIMPLE IDEA + CLEVER EXECUTION
SIMPLE IDEA + CLEVER EXECUTION
=
EASY SELL & GREAT ADVERTISING
No comments:
Post a Comment