One of the better campaigns out right now is AT&T’s It’s Not Complicated kids campaign. They are some of my favorite commercials running at this time. I love the off-the-cuff feel and how the kids seem to drive the conversations. Yes, I have read articles talking about how the commercials are not completely adlib and that there is a basic scripted idea. However the articles also mentioned that the directors will let the kids talk and see where it goes, a film everything and see what there is in the end approach. Obviously the kids steal the show, but the actor (Beck Bennett) is just as funny and delivers the right amount of lines to enhance the comedic level without overshadowing the kid’s performances.
Since I enjoy this campaign so much I thought I would rank my top 3.
Honorable Mentions: Dizzy (here) and Nicky Flash (here)
These two crack me up, but just weren’t funny enough to make my top 3. They were good enough that I had to at least mention them, so feel free to click the links and view them.
Number 3: More
The girl’s rambling about why someone would want more seems to go nowhere, but strangely enough I feel like I can follow her thinking. This sediment is backed up by Beck’s nicely placed line “I follow you”.
Number 2: Werewolf
The little girl’s statement about becoming a werewolf is so random. She goes on and on about becoming a werewolf as an example for why it is better to be fast. The rambling in this spot actually does go nowhere, but is funny enough that I don’t really care. My favorite part being when she makes the growling noise and then translates it. Beck delivers a perfectly timed and confused sounding “what?” that wraps it up nicely.
and Number 1: Tree House
The disco comment is funny but the little boy’s delivery when he is talking about the T.V. is amazing and such a representation of how kids communicate (trust me I have a 3 year old boy of my own). That boy steals the show. Not to mention that he is talking about putting a flat screen in a tree house, which is funny enough. This commercial makes me laugh every time I see it, even when I looked up the clip for this post.
If you are interested, there is a short behind the scenes video on the making of these commercials HERE.
Author: Gary Balakoff
I think billboards are such an underutilized and underappreciated medium. Too often people ignore their value or overlook the creative opportunities they can provide. For lack of a better term, billboards have been type cast and many feel are only good for advertising your companies contact information.
This is why I think they offer an opportunity to stand out and get noticed and why I love seeing outside the box billboard concepts. I recently came across two examples on AdFreak (here and here) that I think do a great job of standing out and go beyond the boring billboard stereotype.
1. McDonalds Chalkboard Menu Billboard
Chalkboard menus can be creative in their own right, but taking that concept and putting it on a billboard scale is impressive. I like this concept for a few reasons. First, it’s creativeness, taking a chalk menu and putting it somewhere it doesn’t really belong. Who thinks to do hand drawn chalk boards at that size. Second, the commitment to the concept, they could have just done a drawing and when it faded, take it down or then draw a new one. No, they changed it out two times a day to keep it fresh and make a statement. This leads to my third point, it ties so nicely into their new fresh menu items. When I think of chalkboard menus it makes me think of small local sandwich shops. Also using chalk gives it a real rustic and homemade feel, not some mass produced piece, which is what McDonalds seems to be going for with its new items.
2. Orphea Bug Spray
I like this one because it takes a billboard and makes it what I am going to call indirectly interactive (a mouthful I know). As an observer there is an interactive quality to it. I understand that an individual cannot directly do anything with the billboard, but the real life changes that take place because of the bugs sticking can be immediately observed. As a passerby you can clearly see the changes taking place and have an immediate reaction to those changes. Another thing that I really like about this billboard is how clearly it demonstrates the purpose of the product. The bug spray claims to kill bugs and its billboard illustrates the bug spray killing bugs.
The next time you are running a campaign; don’t underestimate using a billboard for your advertising. If you can come up with an outside the box idea like one of these, it just might help you stand out.
Author: Gary Balakoff