02 // be more dog.

When I first saw this ad I thought 'okay, how random'. And then I went to work and people were talking about it. I came home and my boyfriend was talking about it too. It seemed like everyone was talking about that 'random dog ad'.

So job done then, right?

Not really. Talk-ability doesn't necessarily translate in to commercial gain. The questions that seem to get lost are 'what is the desired consumer take-out' and 'what do we want them to do as a result of seeing this ad'? Instead, it seems like the end goal is simply to get people talking (brand awareness and topicality) with the hope that it translates into gains for the brand. Perhaps not, but judging by my personal reaction of 'huh', there's no clear take-out or call to action from what I've experienced.

This new direction that advertising seems to be taking shifts the focus away from simple product, brand or consumer truths and puts it directly on entertainment and viral engagement.

For Goodness Shakes // awkward shake.

Right, I apologise in advance for this one.

There's not much to say really. Other than that this ad is highly entertaining and built around a product truth. It takes a negative in the market and blows it up for all to see, before offering a handy solution.

Quite clever really.

Created by:

The 'viral seeding and marketing legends'.

Expedia // travel yourself interesting.

I'm always happy to share good advertising work that's built on simple insights.

It seems like a no-brainer that one honest insight driving an advertising campaign is an effective way to deliver a message that will resonate. And yet, it doesn't happen enough.

Universal truths are the most powerful we possess. Take the Cadbury 'Gorilla' ad for example. One quietly powerful ad built around the simple universally shared human emotion of anticipation of joy. Or look at the recent Southern Comfort 'Whatever's Comfortable' campaign. A simple execution that taps into an intrinsic human truth; the desire to have licence to be yourself.

I wouldn't put this Expedia campaign in the same circle of excellence, however it is a good example of a recent campaign built on this principle.

And it should stir a small chuckle at least.

Well done:

Metro Trains // dumb ways to die.

Wow.

This ad is brave, creative, entertaining and just plain clever.

Created by McCann for Melbourne Metro Trains, it's no surprise this campaign has won five Grand Prix Awards at Cannes Lions Festival this year.

When I first started watching the ad I wasn't quite sure what to make of it. I did know however that I wanted to keep watching. It was entertaining (almost silly) and the echo of appreciation and amusement from others was all around me. And I certainly wasn't disappointed.

It highlights the strength of simple entertainment, the power of insightful thinking around 'how' we approach a topic and the strength of song and word of mouth.

Everything came together beautifully and the rewards were plenty.

Great work.

Well done

kmart // daring to be brave.

We all wish we could be brave.

But being brave is a pretty daunting task. Being brave requires a belief in your own abilities and point of view, the confidence to believe that your decision is the correct one. It's the outcome of a particular situation and making the decision that the reward is greater than the risk.

Bravery is exactly what kmart have demonstrated in the ad below. It's a bold approach to an otherwise fairly dull category and it's pretty damn clever as well.

Listen closely and enjoy.

Southern Comfort // Whatever's Comfortable.

Every now and then I'll see an ad which is such a simple demonstration of truth and taps into a human aspiration so cleanly that my reaction is found in just one word, "brilliant".

There's something about this ad that you just can't help but love. And what I love about it is the way that it helps marketers understand what us advertising agency folk are always trying to say. Create a brilliant, engaging and insightful idea and let consumers decipher and allocate this within their own lives.

The aspect of this character that we aspire to isn't his big beer belly or his tiny swimmers, it's the strut in his walk that says "yup, here I am". All of a sudden the feeling of confidence and self ease that we desire is within reach, just a grog shop away in fact.

Watch it and enjoy it. A great effort by 

New York

WKD vodka // the truth behind looking good!

This ad is creating some serious chuckles!

Is this the real truth behind men looking good; is it just all show? Have to love the dynamics of the gym and ulterior motives of its members, which is brought out in this funny TV advert. The hilarious nature of this ad I'm sure lies in its truth. Keep trying boys! We know your secrets (we just act oblivious because we find it entertaining that you try so hard). Great ad, share it!