Last Thursday Boards Magazine organized their first European creative ‘workshop’ in Amsterdam. The theme of the day was ‘The New Age of Storytelling’. Alex Melvin (founder of 180 Amsterdam) and Mark Aink (general manager of S-W-H) co-hosted the day and invited an interesting mix of international and Dutch speakers with different creative backgrounds and inspiring angles on storytelling.
Wieden+Kennedy and Honda are already together for seven years now. Over the years we’ve seen Honda Accord parts interacting, a happy animation about a silent diesel (our very favourite and winner of a Grand Prix in Cannes 2005), a choir ‘singing’ the many sounds a Honda Civic makes on the road and a guy with an impressive moustache racing different Honda vehicles – forgive us, if we’ve forgotten any. All of it was exciting advertising to make the brand sexier. And since Honda is not in the entertaining business, they also must have sold more cars. So we can imagine why their marriage is still going strong. This time we’re looking at a desert full of Honda hybrids giving a nice headlight show. That is, part of the cars are post produced to reduce the environmental impact to a minimum - sounds like a strategic compromise. Anyway, once more an epic production. Good stuff, W+K Amsterdam! We already look forward to the next one!
In its ideal form, advertising simply enlarges a recognizable consumer insight. Since DDB Amsterdam understands this, it created a very funny metaphor for Ziggo, targeting consumers using an analogue signal for a brand new flat screen TV. And the generous part is that all the other providers offering digital TV will probably benefit from it as well!
After having moved the last box into his new house, Martin has a quick shower and before he’s properly dressed his girlfriend already has internet up and running! He looks at the computer and says “That’s a funny picture of your mother”. But it’s not a picture… It not only made us LOL, we also like the fact that KPN actually tries to accommodate its customers by offering products that work. We know, sounds like marketing basics. But when you’ve tried to set up wifi in your house, you understand why Martin is not too worried about a working webcam. Smart product, insightful advertising; well done KPN and (its advertising agency) TBWA\Neboko.
The last Bavaria commercial made by Selmore spoofed Heineken. This one spoofs the characteristic clicking sound made by some of the southern African languages. When the Swedish UN delegate explains that the Namibians should not ‘cannibalize on other projects’, the interpreter by mistake literally translates the word ‘cannibalize’. The Namibians are not amused. Fortunately he opens a bottle of Bavaria after his tiring session… Somewhat farfetched, fairly patronizing, but definitely humorous and matching with the cheeky Bavaria image. For the director, Jonathan Herman, it must have been great to shoot this one! Herman also directed this very funny and conceptually strong commercial for Bavaria in 2008.
Imagine you’re hiking around Loch Ness in Schotland and all of a sudden the legendary monster appears. Wow, you could be the very first person to get Nessie on ‘tape’ and sell the footage to the media! Luckily you already have your camera at hand, ready to use! Too bad though, if you put your camera off, instead of on. But of course there’s Centraal Beheer, the Dutch insurance company. The message: whatever happens, just call them. Made by DDB. Very smart and funny idea and also nicely executed (like most of the other 50 commercials that were made in the past 20 years for Centraal Beheer). Still, we always wonder if you can insure yourself for this kind of misfortune. Would they compensate you for the thousands of Euros you missed out on, because you’re clumsy with your camcorder? We know, it’s advertising and that it will give the brand a higher (top of mind) awareness. But to us it comes across as free entertainment for the people. And you would think there are more effective ways to spend your advertising Euros.
t’s the question Asics poses in this ad. Beautifully made by Amsterdam Worldwide. This question has to do of course with Asics’ motto; sound mind, sound body. And the funny thing is, the ad immediately proves the truth of the statement. Why? Because the art director mixed up the left and right brain hemispheres! It is the right half that more dominantly generates creativity – because of its holistic and intuitive qualities. And it’s the left that thinks more logical and analytical. So now you know why in advertising an art director needs a copy buddy; one of them has to get the facts straight!
Students putting this Coffee Company slide in their presentation and uploading a photo of the presentation on a dedicated website, receive a coupon for 10 cups of free coffee. Slidevertising! Nice idea by Amsterdam agency THEY. No wonder they have to give away free coffee; for students a latte is way too expensive – especially since they can buy a 50 cents coffee on campus. So we’re curious to learn what the long term effects will be.
We already knew that Nike Women is a brand for tough, ambitious sportswomen. But if the Nike role models on this website would have been too serious and aspirational, the target group might find it difficult to connect with them. At least, that’s probably what Nike and Wieden+Kennedy Amsterdam were thinking when bringing Margherita, Tania and Lianne – three hard bodies practicing fencing, hip hop and football (or ‘soccer’ in the U.S.) – to life. The girls tell us what they experience when they’re training. And to make them more approachable W+K added some friendly animations, inspired by their thoughts. What’s more, you can directly ask them questions, which they can answer through a webcam – there you go; your own personal coach! You can also watch training instructions and upload your profile on a community page. This inspiring platform leaves us with one question: when will Nike opens its first online gym?
Heineken’s walk-in fridge spoofed by Bavaria. The pay-off ‘Zo’ basically stands for ‘after this great accomplishment, I deserve a Bavaria’. The ad was brilliantly conceived by Selmore. The message is clear; Bavaria is not for sissies. The execution could have been done better, but Selmore’s Oliver Koning assured us they had very little time to shoot it. This is not the first time Bavaria borrows a competitor’s advertising property; it used a character from the immensely popular ‘Amstel-friends’ commercials that ran in 2003. Here’s an example (“Hey, guys… Haven’t you started yet?”) – awarded with a Golden Loeki. In 2004 Bavaria made a commercial with two of these friends, just after Amsel had announced to ‘kill’ them. Bavaria put them on a bounty island and made them open a bottle of Bavaria (‘Zo’). Amstel (also owned by Heineken) was not amused. And talking about actors that work for different beer brands: the Bavaria actor in this spoof is Marc Bennink, creative director at UbachsWisbrun/JWT. Earlier he played in a Dommelsch beer commercial that also won a Gouden Loeki (in 2000).
