OK. Ad Nut gets it. It’s about surrounding your product with inspirational images and words, the better to form positive associations in the mind of the customer.
But Ad Nut is also fairly sure that when a brand/agency throws every overused metaphor for inspiration in the known universe at an advert—from fast cars to diving in waterfalls to climbing mountains to skydiving—things start to get a bit silly.
TROS sells men’s grooming products in Thailand, as they have done for 20 years. This year, they decided they wanted to “elevate their brand” from being an “appearance-enhancer” to a “confidence-provider”, helping young Thai men “step out of the easy route” with encouragement from celebrity ambassador Ray MacDonald and agency GREYnJ United, which created this online and social campaign.
Ad Nut is trying to think what mood you need to be in to find the resulting self-styled “epic” anything other than epically cliched—and full of mixed messages. (Also, the product placement is hopeless.) But hey, it’s been watched 4.5 million times on Facebook, so perhaps Ad Nut is just an old furry cynic.
Contrast the TROS ad with another new spot that, on the face of it, looks to be going for the same idea, targeting men with a “carve out your own path” message and a celebrity ambassador.
What makes BBDO Singapore’s new ad for Guinness—part of a global campaign reimagined for a Southeast Asian audience—so much the more goosebump-inducing? It’s the age-old combination of a strong (true) story, which carries the ad at a good pace from start to finish, plus beautiful shooting, a powerful soundtrack and a message running through the whole thing that exactly matches the visuals and the product logo, rather than feeling skewed. Finally, the product is much better integrated.
OK, so it’s still a little OTT. But Guinness has a history of great ads and it gets away with it. Ad Nut is officially inspired. Do they make surfboards for squirrels? [Can I interest you in a pair of water skis instead? -Ed.]
Client: Neo Corporate Co., Ltd.
Corporate / Marketing team:
Suthidej Thakolsri, Patama Thakolsri, Sirisupa Ajsonjorn, Saranya Luyaphand, Chayuta Penparkkul, Patcharee Boonanantapong, Settaporn Laoudom
Agency: GREYnJ United
Chief Creative Officer: Jureeporn Thaidumrong
Executive Creative Director: Andrew Chu
Senior Art Director: Arnon Kantawang
Creative Team: Supakit Yindeeanant & Ratanaparn Songsermsawad
Managing Director: Kanaporn Hutcheson
Client Service Director: Konthamas Ratanasuvan
Account Executive: Nicharee Chatchavalkijkul
Digital Account Director: Pojanee Sowantip
Social Media Specialist: Pannavit Thanasuwannakul, Prapapan Lekda
Agency Producers: Kanoksak Kanchanachutha, Anuchit Sannopphakun
Traffic Manager: Warangkana Naksakul
APAC PR & Corporate Communications Director: Huma Qureshi
APAC PR & Corporate Communications Executive: Cedric Wceke
Production Company: HUB HO HIN BANGKOK Co.,Ltd
Director: Kanchit Sopchokchai
Producer: Penluck Ruangrabeab
DoP: Naruphol Chokanapitak
Editor: Chonlasit Upanigkit
Music / Sound Design: Wild at heart sound studio
Client: Guinness, Diageo Beer Singapore
Agency: BBDO Singapore
Executive Creative Director: Primus Nair
Senior Copywriter: Mark Ibaviosa
Senior Art Director: Tan Zi Wei
Agency Producer: Ann May Chua and Deborah Chia
Account Management: Fiona Huang, Stephanie Chiaw and Charmaine Tan
Production House: The Prosecution Film Company
Director: Roslee Yusof
D.O.P: Bjorn Charpentier
Music and Sound: Song Zu
Singapore In-House Production for Behind-the-scene: Flare Singapore
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