The Good, The Bad, and The EnlighteningPosted: October 14, 2012
In what seems to be never-ending interview and grad school application prep, I’ve been paying a great deal more attention to why some ads work for me and some don’t. Here’s a few examples.
Jordan CP3.VI: Cut Through L.A.
Jordan Brand & Wieden + Kennedy, New York
We’ve seen a lot of “frozen moment” commercials when it relates to sports (I talked about one just a few weeks ago), whose inspiration is undoubtedly this MJ spot from back in the day. But this one, featuring a whole bunch of Chris Pauls, is awesome.
Similar to a Coca-Cola ad from 2006, what makes this cut-through especially great is the visible motion in the background that lets you know you’re not just watching some CGI trickery. All around a really well-done spot – that clearly took a great deal of planning and effort – from W+K and director, Andreas Nilsson.
NOT SO GOOD:
The Things That Connect Us
Facebook & Wieden + Kennedy, Portland
I know, I know, this commercial is enamoring. And I agree, it really is gorgeous. But don’t you think it’s just a bit much? Come on, Facebook. You’re taking yourself just a bit too seriously, and this comes off as, well, a bit as arrogant and overreaching as Zuckerberg showing up to corporate meetings in a hoodie.
“The universe,” says the voiceover. “It is vast and dark, and makes us wonder if we are alone. So maybe the reason we make all of these things is to remind ourselves that we are not.”
A beautiful sentiment – and 1 billion users is quite an accomplishment for any website, let alone a dorm room invention – but I would argue that regardless, it’s simply just too much.
It speaks for itself. Or, in so many words, “Get over yourselves, first-worlders.”
Agency: DDB New York