Friday, February 20, 2015

Just when I was beginning to think there was no hope for advertising.

I’ve been pretty cranky about the advertising business lately. So much crap; so little good stuff. It’s gotten to the point that I was seriously considering changing careers, but I’m not sure if the Nobel Prize committee is hiring right now.

Lucky for Sweden, I saw this spot for Organic Valley.




You don’t need me to tell you it’s brilliant –– wonderful idea, super well executed. But you might appreciate me telling you why.

To do that, think about the assignment: Sell the benefits of an organic protein drink.

The obvious solution would have been to draw a connection between what consumers want (to improve their health) and what the product offers ( the perceived healthful advantages of being organic).

The ad agency probably presented some work that did just that. And it was probably good. 

But someone (David Littlejohn, Mike Cessario, Stephanie Gelabert, and Sean Davis) came up with this gem of an idea. Someone (the uncredited account executives) convinced the client it was a good idea. And someone (the uncredited agency producer) found the right team (Fancy Rhino) to put it all together. 

Then they came up with the ancillary stuff: The website (http://savethebros.com), the merch, the Buy One/Bro One offer. 

This. This is what an ad agency should do every single time. Sadly, few do anymore. 

My hat is off to you, Humanaut, and all the people who pulled together to make this spot happen. I hope this portends well for the entire business. 

In case it doesn’t, I’m going to brush up on my Swedish.