For an industry worried about the migration of eyeballs away from its content through the magic of TiVo commercial skipping and the continual increase of online, ad free content I have a simple solution for you; MAKE BETTER ADS! The 4 finalists in the (new) advertising category of the Vimeo awards which were commissioned by a brand or advertising agency to promote a company, product or service are outstanding, rewatchable pieces of content in their own right.
PLOT DEVICE BY RED GIANT
So, you’re launching a new product that you know has an impressive amount of oomph and you want to make sure your potential customers get it. Do you A) post an informative press release listing specs and stats or B) get director Seth Worley to gather his gear and crew and scorch your product into your audience’s eyeballs in an effects laden short? Yes Red Giant, the correct answer is B every time!
MOVE BY RICK MEREKI
I’m sure you’ve dozed your way through a friend’s travel pictures from that life changing trip they took, feeling you were actually experiencing it in excruciating real time. If however you were lucky to have Rick Mereki as a friend instead, then the 44 days, 11 countries, 18 flights, 38 thousand miles, would fly by in 1 minute of beautifully compelling continuous video that would inspire you to follow in his footsteps. So much so that you’d also be dying to see what he ate and learnt on his STA Travel Australia commissioned jaunt.
GO ALL DAY BY COLIN KENNEDY & STEVE BERRA
Let’s forgot all about how a certain energy drink gives you wings in their crappy animated campaign and instead look at the creative way skate site The Berrics had Colin Kennedy & Steve Berra demonstrate Gatorade’s ability to help you Go All Day by tracking skater Chaz Ortiz through a day of high school. The photography is stunning, the time lapses creatively warranted and the product shot subtle. A grade advertising at its best.
K-SWISS – KENNY POWERS MFCEO – BY CAVIAR
If subtlety’s what you’re after then the brash antics of new K-Swiss MFCEO Kenny Powers are likely to leave you begging for a time out. Perfectly repurposing Danny McBride’s obnoxious character from Eastbound & Down Jody Hill and creative agency Caviar have created a ridiculously funny ad spot, showing a brand that’s willing to take a chance and have mother fucking fun doing it.