Want to Win Advertising Awards?
Here's an ad from a grand Clio winning campaign for 42 Below vodka (created by Saatchi & Saatchi New York).
I don't like it.
Don't get me wrong, I love the concept. Using free clip art to tell a linear story is a superb idea. I'm just not sure "get drunk with our product and you'll do stupid things that will make you regret ever using our product" is the best possible strategy. Then again, award shows couldn't care less about strategy.
From what I understand, this is a very good vodka. A very unique vodka, too, since it comes from New Zealand (42 degrees below the equator, thus the name). Every single vodka in the world—heck, every single bottle of anything at your local liquor store—can get you drunk. How common.
And yes, I understand the comedic value of drunkenness. I'm no prude. But since you could switch out the bottle with a Heineken and the story still works, this ad is not particularly well crafted. In sharp contrast, the Lego ads below can work for no other brand. That's what makes them powerful.
Want to win advertising awards? Learn from this ad, which actually placed higher than the Lego ads. A good pussy joke will bring home the gold every single time.
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