We say goodbye to 2016, say goodbye and thank him for the cool advertisement that was released in the Year of the Monkey. Lots of cool advertising. And she is all there. In Russian.
For this review, we selected 55 of the most interesting works reflecting 2016 in advertising. You can watch them in the playlist at the end.
New Zealand Transport Agency - Think of me
Agency: Clemenger BBDO
The tandem's new collaboration, Think of Me, continues to change the minds of New Zealanders about safe driving in the 21st century. And at the same time, the consciousness of all fans of “cool” videos on YouTube.
The campaign, launched on March 27, 2016, in addition to the video, includes a radio version aimed directly at drivers.
The compatibility of using a smartphone and driving a car is one of the most popular trends this spring, along with the fight against homophobia and April Fools' Day. Also included in our list is a video "With a beer and driving" from the American Saferoadsalliance.
UVK - Actors
Agency: Y&R (Lima, Peru)
The Peruvian cinema chain UVK decided to announce that they will broadcast Champions League matches using the online video “Actors”. And this is perhaps the best example of an effective advertising campaign for a local product in the past year.
Audi - Duel
Agency: Venables Bell & Partners
Let's start with the fact that the video called “Duel” was first shown during... the first debate between D. Trump and H. Clinton. And this is an ideal case for advertising universities, because we are unlikely to remember such a correspondence between display time and material.
When you think about what the words “Choose your next driver wisely” at the end of the video mean, remember this.
But even apart from the event, the work of director Ringan Ledwidge, who is the author of the cult video “The Three Little Pigs” for The Guardian, is practically a trailer for a Hollywood blockbuster.
GeorgeTown Opticians - Eyeball
Agency: Design Army
The first video about a family of optometrists from Georgetown, released in 2015, instantly won an army of fans from the advertising industry, primarily thanks to the incredible art direction. The style in which the video was shot was even given a name - “Wes Andersen's Addams Family.” In addition to success with professionals, GeorgeTown Opticians has grown significantly in clients and popularity, so the release of the second series was a matter of time. The time has come.
In the new episode, the heroes go to visit their grandmother, who is also the Oracle of Optometry, to improve their skills in making glasses, however, something irreparable happens...
CARE NORWAY - Dear daddy
Agency: SCHJAERVEN REKLAMEBYRÅ
The video from the Norwegian representative office of the human rights organization Care International not only went viral in the Scandinavian countries, but also received silver in the online film category and gold for the script at the Cannes Lions 2016 festival.
A story in which an unborn girl writes a letter to her dad and asks him to protect him from harmless “pranks” on the part of boys will make the most ardent supporter of “traditional” values think.
Emirates - Co-pilot
Agency: WPP Team Air
Another sequel on our list. Jennifer Aniston continues to travel in the Emirates luxury cabin and get into adventures.
The campaign launched a year ago with a video "Nightmare", which Emirates said cost more than $20 million, was such a success that the second series was released ahead of schedule. And she did the right thing. We are already waiting for the third one.
BMW Films - Escape
And again a continuation. If you haven't heard of the BMW Films series, which featured directors including John Frankenheimer, Ang Lee, Wong Kar-wai, Guy Ritchie, Alejandro González Iñárritu, John Woo, Joe Carnahan and Tony Scott, and which AdAge ranked third in list of the best advertising campaigns of the 21st century, we invite you to read more about it. We congratulate the rest, as well as ourselves, on such an unexpected but long-awaited comeback - those who are waiting for the continuation of Twin Peaks will understand us. Clive Owen, BMW, villains, and speed - everything is in its place. Enjoy watching!
SAVANT - Relocation
Agency: J. WALTER THOMPSON ARGENTINA
The Argentine pharmaceutical giant Savant, which produces an analogue of Nurofen, the painkiller Fabogesic, and the J. Walter Thompson agency received silver in the TV & Film advertising category at the Cannes Lions 2016 festival for their work “Moving.” In our opinion, it is more than deserved. The story about teenage love, interrupted by the move of the beloved, can be watched endlessly.
Video clip "Break" from the Fabogesic advertising campaign also deserves attention.
Nike - You are omnipotent
Agency: Wieden + Kennedy (Portland)
This is the second video from the Just Do It “Unlimited” campaign, consisting of 23 (!) videos, dedicated to the limitless possibilities of those who do not set limits on themselves, regardless of:
- the presence of healthy body parts (Kyle Maynard - MMA fighter, the first quadruple amputee in history to conquer Kilimanjaro);
- age (Sister Madonna Badger a.k.a. “The Iron Nun”, who ran the IronMan super triathlon at age 82);
- a trail of past victories and defeats (Serena Williams is one of the most titled tennis players in the world with one of the most difficult sports careers in tennis history);
- gender (Elena Delle Donne is the Most Valuable Player of the Women's National Basketball Association in 2015);
- psychological gender (Chris Moiser is the first transgender athlete on the US Olympic team);
Just Do It's "Unlimited" campaign was named the most memorable campaign of the past Olympic Games in Rio - according to a Google study, 34.4 percent of viewers could remember it without prompting.
The “Unlimited You” video aired during the broadcast of the opening ceremony and predetermined the success of the entire campaign, combining the best moments of each of the 23 commercials. Big things can be seen from a distance. It will take time to fully appreciate the impact of the campaign on the Nike brand and the change in consumer behavior that it is very likely to cause, not only due to the audience reach, but also the revolutionary nature of the concept: Just Do It “Unlimited” brand communication is not built on the pleasant, understandable and accepted in society, and on the strange, incredible and destroying stereotypes.
For Nike's implementation, Weiden+Kennedy (Portland) and directors Daniel Kwon and Daniel Scheinert, known as "The Daniels", have created a work of stunning scale and execution: epic "Gangnam style" in more than 4 minutes of screen time, 24 scenes follow each other, with one main character and 40 support people. In “Unlimited You” there are 25 scenes in just over 2 minutes, each of which is a complete work with its own characters. The announcer - Oscar Isaac (star of the latest "Star Wars") not only enters into dialogue with the actors-athletes, but is also the main character gluing together a pile of stories of superhuman achievements into one. And the classic slogan “Just Do It” broken down in the middle of the video - what is this if not a hint at changes in the marketing policy of the largest sports brand?
Watch not rewatch.
Kenzo World - New fragrance
This is the case when a commercial can be called the best music video of the year. No stretch. With a guy. Directed by Spike Jonze, choreographed by Ryan Heffington (video choreographer Sia "Chandelier") and 21-year-old model, actress and dancer Margaret Callie unanimously showed the middle finger to the canons, clichés, stereotypes and standards of perfume advertising and filmed either a piece of art or a masterpiece - something that changes the rules of the game in the industry. He, she, Paris, diamonds, looks, hair, touches, skin, poses, fingers, lips... under passionate vocals and deep sound, with a celebrity in the status of “living goddess” in the leading role - now these things, even in the most unexpected combination They are unlikely to be able to hook the viewer as reliably and reliably as they did six months ago. Check out our a selection of masterpieces of online perfume advertising and draw your own conclusions.
In conclusion, I can’t help but add that it seems that no one is bothered by the fact that the “New fragrance” video, which received 3 million views a week after its release, is the closest relative of the video clip "Weapon of choice", shot by the same Spike Jonze for FatBoySlim in 2010. Because there is never too much Tall.
All 55 videos in one playlist
1. Coca-Cola - Brotherly Love (2016)
2. Geico - Brofessor [CANNES LIONS 2016]
3. Hyundai - RyanVille (2016)
4. Turbotax - Never Selling [CANNES LIONS 2016]
5.
Many people think that advertising is something annoying and primitive. Well, sometimes this is true. But sometimes in the advertising world they appear real masterpieces, in which every detail is verified and aimed exactly at the target. We know how remove advertising this way. Order advertising video from professionals of your business you can studio Kinesko, and in this article we will tell you about the best global advertising filmed in 2017.
"We'll take care of you wherever you are": ad shot by Samsung India
To repair their equipment, residents of Indian villages sometimes have to travel half a hundred kilometers. In this promotional video, Samsung India announced the introduction of five hundred mobile repair stations that can make life much easier for Indians. In the first six months, the video was watched by more than a hundred million people, and if you watch it to the end, you will understand why. For particularly impressionable people, we advise you to prepare handkerchiefs in advance.
"Originality never ends": advert made by Adidas
The video was released as part of the promotion of EQT sneakers, and more than lives up to its soundtrack, the iconic Sinatra song “My Way.” “I Did It My Way” is both a video and a marketing campaign that focuses on individuality and creativity. The ad stars such famous people as rapper Snoop Dogg, basketball player Abdul-Jabbar and artist Petra Collins.
However, the point is not in celebrities or their number, but in the idea of how important references are for creativity and how one work of art is transformed into another - how, for example, the famous French hit “Comme d'habitude” turned into “My Way” " The director of the agency that produced the video said: “Our goal was for the video to showcase the vibrant past of all creative fields - music, film, art and sports. We started with the first one and deliberately chose a song that has been covered many times to prove that originality never ends!”
“We are superhumans”: a commercial created for the Paralympic Games
The Grand Prix of the Cannes Lions advertising festival this year went to the British from Blink Production, who last year shot a series of videos called “We are superhumans” for advertising the Paralympic Games. In it, 140 disabled people united together to show that they are able to cope with any barriers and stereotypes. Among them: a girl flying a plane without the help of her hands, a pianist playing the piano without fingers, acrobats jumping on a trampoline in wheelchairs, a musician performing a guitar riff with her feet and many other people whose actions are breathtaking.
"Journey": promotional video made for 84 Lumber
Politics in 2017 is a particularly hot topic among marketers. It was also used by the construction company 84 Lumber, when they filmed a commercial telling the story of a mother and daughter, Mexican refugees, overcoming a difficult journey to cross the border of the United States. Due to the fact that the plot of the video was considered controversial, a shortened version was shown on TV, and in order to see the full version, one had to go to the company’s website, which could not withstand the popularity of the video and fell due to millions of requests.
"Born the Hard Way": Ad Made for Budweiser
This year, an advertisement for the popular beer manufacturer Budweiser caused a particular resonance among Americans. The video begins with the moment in which the main character, company co-founder Adolphus Busch, is addressed with the words: “It seems you are not from these places.” Then he, who came to America from Germany, remembers what obstacles and dangers he encountered while crossing the Atlantic in order to open his brewery in the States. At the end of the video, we find out that Eberhard Anheuser, the second co-founder of the brand, is talking to Busch. He treats him to a glass of beer, and Bush in return shares the secret of how to improve its recipe.
Although some of the public criticized the company for exploiting the situation with migrants (a couple of days before the release of the video, Donald Trump signed a scandalous law banning residents of some Middle Eastern countries from entering the United States), the majority liked the video, and representatives of the company themselves said that it had no political overtones No.
"Easy Rider": a promotional video shot for Mercedes-Benz
The authors of this video were the cult directors the Coen brothers, known for such masterpieces as “The Big Lebowski”, “No Country for Old Men” and “Fargo”. The events of the video take place in a typical biker bar somewhere in the southern United States. According to the plot, someone blocked the motorcycles of all the bar guests. They decide to figure out what’s going on and run outside, where actor Peter Fonda gets into his Mercedes and drives off into the distance along Route 66. The title of the video, “Easy Driver,” refers us to the film “Easy Rider” that made Fonda famous, in which he played the role of a biker. , traveling across America in search of freedom.
Well, if the Coen brothers aren't your thing, order advertising in Kinesko studio!
"What do you think of yourself": a promotional video made by Nike
Gender issues continue to be relevant in Arab countries. With this ad, Nike is trying to put them in the spotlight by highlighting five successful female athletes from the Middle East. Their goal is not only to achieve athletic success, but also to challenge the gender norms of their countries. Among them: the first figure skater from the UAE Zahra Lari, Tunisian fencer Ines Boubakri, Saudi Arabian singer Balqis Fathi and Jordanian boxer Arifa Bseiso.
"Get your domain before it's too late": an ad created for Squarespace
Squarespace, a company that designs websites and registers domains, shot a commercial starring the famous actor John Malkovich. The plot of the video revolves around the fact that he plans to open an online store selling men's clothing, but discovers that the Johnmalkovich.com domain has already been registered by someone. Naturally, Malkovich is not satisfied with this, and he decides to negotiate with the owner of the site.
Initially, the actor’s real store was located at this address, but as part of a Squarespace advertising campaign, he allowed the website of the fictional fisherman John Malkovich to be placed there. However, since the video was released (February 2017), everything has already returned to normal.
"Romance": a promotional video filmed for Skittles
In this Skittles ad, a guy dubbed the “candy Casanova” by the creators of the ad tries to get the attention of the girl he has a crush on by throwing the same jelly beans at her window. However, apparently, the girl is more interested not in the guy, but in his candies. They are also of interest to her parents, grandmother, thief, policeman and even a huge otter. It seems the guy should have chosen a different method.
“Best Super Bowl”: advertising video created for Hyundai
Hyundai especially distinguished itself this year by inviting famous director Peter Berg to shoot an ad for the Super Bowl... during the Super Bowl itself. The video begins with a helicopter flying over a US military base in Poland. The soldiers manage to watch the first quarter of the match, after which some of them are taken and sent to a mysterious room in which, thanks to 360-degree cameras located in the stadium, they “attend” the game along with their families located thousands of kilometers away.
This video is quite a risky step on the part of the company, because in it we do not see any of its cars. But the military, being far from home, were able to attend the match with their families, which became possible thanks to the Internet and several cameras that only the advertising budget could afford. Not a bad move, Hyundai.
"Descendants of the Declaration": a commercial filmed for Ancestry.com
Ancestry.com, a website that allows you to find out your ancestry, released a provocative video on the US Independence Day about the idea of equality, in which representatives of different nationalities read different passages from the Declaration of Independence. In the end it turns out that they are all descendants of people who once signed this Declaration. A company spokesperson stated that: “We all have more in common than we think. And we use facts to prove it. This is not some kind of marketing ploy - this is reality.”
“Earth Shot on an IPhone”: a promotional video created by Apple
The issue of climate change is now more pressing than ever, and some companies are making great efforts to make as many people aware of it as possible. In June 2017, Apple released a commercial called “Earth Shot on an IPhone,” which highlighted the beauty and importance of nature. In the video you can see beautiful footage of the Earth, shown under a monologue by Carl Sagan from his 1994 book “The Blue Spot: A Look at the Cosmic Future of Humanity.”
“Whether you like it or not, we have a responsibility to be kind to each other and to preserve and cherish the Earth, the only home we have ever known.”
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Beeline released the genie from the lamp, J7 compared kilograms of fruit with a package of juice, Yandex.Market showed the joy of a new coffee maker.
Bookmarks
The site's editors, together with YouTube, publish YouTube Ads Leaderboard - a list of the most popular Russian advertising videos posted on video hosting.
- The video must be a commercial advertisement for the brand. Therefore, political videos or movie trailers are not included in the rating. They are not an independent creative advertising work, but use ready-made materials.
- The total number of views of a video in Russia should include views received through paid promotion.
- The video must have a significant number of organic views, which confirms the quality of the creative and viral potential.
The works are commented on by Google Russia creative director Marco Cremona and representatives of Russian advertising agencies.
10th place: “Sportmaster”
The Sportmaster chain of sports goods is promoting Merrell brand shoes with a video in which a young man travels around the world in Merrell shoes: walking along dusty roads, climbing mountains, changing several climates.
This is an adaptation of Merrell's global commercial with a guy named Jerry who travels in chameleon boots. In Russia it looks strange out of context.
All the locations are beautiful, but they don’t really move me because hiking is not that common. I would rather buy these boots to walk through puddles and mud in the off-season. Of course, it’s better to come up with local creative for your market that hits the heart, but adaptation, of course, is cheaper.
Andrey Paukov
Co-founder and creative producer of the video agency Zebra Hero
9th place: Rich
In a video promoting pomegranate juice from Rich, a girl silently enjoys the drink. The slogan of the advertising campaign is “You will feel good taste immediately.”
Denis Lomov
Creative director of the Red Collar agency
8th place: Rostelecom
While watching the film, a young couple is transported to the other side of the screen: to the Middle Ages, to a crime scene and other places. In this way, Rostelecom advertised the selection of channels for its new TV set-top box.
After watching this video, I thought that Rostelecom was really launching a new format of content with which you can interact, but Interactive TV 2.0 turned out to be just another set-top box with a multi-screen.
As for the video, we have a typical pre-roll with a banal idea (a couple of viewers are transported to different films) and expensive production. For such a budget you can do something truly interactive.
Alexander Sopenko
Creative Director of Dark Market Agency
The guys seemed to be on the safe side and made a very clear and high-quality video, but still with creativity from many years ago. I think the whole team went for it consciously and got a little carried away, filming a video for 30 seconds. Not the most effective solution from a production and media point of view.
I don’t know everything about the campaign, but it seems that the guys managed to shoot so much material that it would be more interesting to launch a series of short customized vogon ads before relevant videos on YouTube.
Maryam Akhunova
Creative director of the Possible Group agency
7th place: Beeline
Director Dmitry Dyachenko, who directed the film “The Last Hero,” took part in the creation of the video.
The most inexpressive Beeline video of the entire series with Olga Kuzmina. Compared to a clean and good “smartphone that sells itself,” this one loses both in terms of idea and script.
Even the routine joke in the playoffs failed. And the sad icing on this boring cake is to put such a video on promotion.
Anton Simanenko
Creative Director at Affect Agency
Marco Cremona
Creative Director of Google Russia
6th place: J7
Juice brand J7 offered to “drink the whole fruit”: the video shows two ways to enjoy vitamins - drink juice or eat a mountain of fruit.
Vasily Milovanov
Art director at Jami agency
5th place: Citroen
Citroen presents the C3 Aircross, which, according to the automaker, is suitable for any person: father, surfer, teenager, runaway.
Artyom Kudryavtsev
Creator of the Roscreativ agency
4th place: “Yula”
The online service for the sale and purchase of goods “Yula” advertises the security of payment transactions - in the video, a young man walks around the city and explains the rules for conducting secure transactions.
In the blockbuster-style video, the Tele2 “super subscriber” manages his own tariff: connecting instant messengers, the number of gigabytes and minutes for calls.
“Everyone can do this,” says Tele2.
- Views: 13.9 million
- Number of positive reactions: 62.
- Number of negative reactions: 38.
Not all advertising is boring and annoying, because some brands really care about their reputation and want to create something that will forever be remembered by their audience. These commercials can be aesthetic, touching, witty or incredibly original.
Let's remember together the most beautiful, bright and unforgettable commercials in the world and appreciate the skill of their creators.
Chanel Nº5 with Nicole Kidman
And it’s not surprising, since it was filmed by the well-known innovator directed by Baz Luhrmann ( "Moulin Rouge", "The Great Gatsby", "Romeo + Juliet"). The video was filmed shortly after Moulin Rouge with Nicole Kidman, so you can clearly see the influence of musicals and Hollywood glamor of the 40s.
The budget for the video was a fabulous $42 million, and the plot contains the story of a full-fledged melodrama.
Rag & Bone With Mikhail Baryshnikov
Popular American urban style clothing brand Rag & Bone created a wonderful advertising project that combined fashion and art. The video was shot in black and white, it stands out with excellent camera work and editing, and also perfectly suits the atmosphere of street culture and fashion.
The legendary ballerina Mikhail Baryshnikov, oddly enough, in the advertisement does not dance classical dances at all, but completely modern street dances. And he is accompanied by the famous street dancer Lil Buck, with whom they not only dance and show off clothes, but also play chess.
Volvo with Jean-Claude Van Damme
This is one of the most recognizable commercials, parodies of which have flooded the media and the Internet at incredible speed. The idea is a test of trucks Volvo on the stability of vehicle dynamics, but the testing method itself is more than original.
Van Damme's stunt can't help but impress, because it's not for nothing that the ad's headline was "epic stretch" (English play on words epic split). Two trucks Volvo they drive in reverse and at some point slowly drive apart, and between them, the master of action films and action stunts, Jean-Claude Van Damme, spectacularly does the splits.
All this happens against the backdrop of an orange sunset to the singer’s recognizable slow composition Enya and an inspiring speech by the actor - the creators of the video did a great job.
The Discovery Channel (“The World Is Beautiful”)
Discovery always delights with impressive footage of the most amazing corners of the Earth in its advertisements, but this video has become truly legendary. Its main highlight, of course, is the song Boom De Yada, where people of different professions, from different countries and cultures sing about what they love most in the world.
The video exudes positivity, a desire to enjoy life and an understanding of how much beauty there is in the world, the main thing is to be able to notice it and hold on to it. The video became very popular on YouTube and even now, after nine years, continues to gain views.
Honda, The Cog
To make a two-minute video Honda a very thorough, detailed and titanic work was carried out, because it did not use editing, visual effects or a green screen - only the science and skill of the authors and performers of the idea. It’s even scary to imagine how many takes there were on the set until such a perfect result was achieved.
IKEA
This is a cute ad from the Swedes that shows how one small thing can change your life for the better. The main character of the video is a grandfather who sits on the same bench in the park every day and feeds the pigeons, but one day he decides to change something and buys... a chair.
Yes, yes, exactly a folding chair IKEA changes the old man’s life for the better: now he takes it with him everywhere and can not only sit on a bench, but also move around the park, meet people, sit on the shore of a lake, travel, etc. The main thing is that now he will always have somewhere to sit, and the place is not important.
Kindness will save the world (Kindness always comes back)
This is a whole series of social videos about kindness and how it changes the world and you. They do not have supernatural budgets or magnificent shots, they can be simple and modest, but nothing will touch the viewer more than the emotions, feelings and message that are embedded in them - this is their very special beauty.
It could be a story about a simple guy who does something good every day without getting anything in return, simply because he is happy when he gives even a little happiness to others. Or about a father who tries his best for his little daughter, trying to hide the difficulties of life from her, no matter how difficult it is for him himself.