We’re just one week into the new year, and already there’s a heathly crop of great new ads to share. This round-up has spots for P&G, the Guardian, Liberty Foundation, Motorola and Canal+, but we start with a serious piece of work for the New Zealand Transport Agency, which chillingly emphasises the dangers of speeding…
The spot, from Clemenger BBDO, sees time stand still as two drivers, who are about to crash, get out of their cars and discuss what they are doing wrong – they quickly realise both are driving too fast and that an impact is unavoidable. While one pleads for the life of his son on the backseat, they are forced to return to their vehicles and let the crash play out, which it does, graphically. The film is an unusual take on the shock tactics often employed in PSAs and has gone viral, picking up over two million views on YouTube already. ECD: Philip Andrew; Creatives: Emily Beautrais, Frances Cooke; Director: Derin Seale; Production company: Finch.
BBH London’s new spot for the Guardian is up next. The ad is the latest in the ‘Own The Weekend’ series, and promotes a new supplement in the Saturday Guardian, titled Do Something, though warns – in amusing fashion – that it is best read with caution. Deputy ECD: David Kolbusz; Creative directors: Wesley Hawes, Gary McCreadie; Creatives: AK Parker, George Brettell; Director: Jeff Lowe; Production company: Biscuit.
P&G has released a new ad in its ‘Thank you, Mom’ campaign, to coincide with the forthcoming Olympic Winter Games in Sochi. The ad features footage of athletes from babyhood to Olympic success and shows the key role that mums play in picking them up when they fall and encouraging them to carry on. As in the previous ads in this series, the spot proves effective at tugging at the heartstrings (even if it once again begs the question ‘but what about the dads’?). Agency: Wieden + Kennedy Portland; Creative directors: Kevin Jones, Ollie Watson; Director: Lance Acord; Production company: Park Pictures.
Magnum photographer Steve McCurry provides the images for this print campaign for The Liberty Foundation, created by RKCR/Y&R. We’ve seen this photographic technique before of course, but it always proves striking. Creative directors: Mike Boles, Jerry Hollens. Creatives: Mike Boles, Alice Burton, Jerry Hollens. Designer: Lee Aldridge.
In the January issue of Wired magazine, Motorola ran a neat interactive ad in print format, which allowed users to change the colour of the Moto X phone featured in the ad simply by pressing on the palette of colours below it. From this film, the ad, which is by Digitas and T+Ink Technology, seems simple and effective – we haven’t actually seen the issue in the flesh though, so can’t vouch for whether it worked that smoothly in real life.
We finish with a charming website for Canal+ created by BETC Paris. The site is a piece of fun designed to gently usher in the new year, and lets users perform a series of actions, including stroking the hair of a pony, by a swipe of the mouse. We are particularly enamoured by the strange chap who appears in the bottom right hand corner of the screen, and offers instructions. To see him, and play with the site, go to morehappiness.canalplus.com. ECD: Stéphane Xiberras; Creative director: Olivier Apers; Creatives: Laura Tarlton, Romain Pergeaux; Director: Jean-Yves Lemoigne; Development: Wanda Digital.