AD WATCH features marketing industry figures providing their opinions on what they think is some of the most inspiring and disappointing work they’ve seen. As long as it’s not their own!
On this edition
Saatchi & Saatchi Shanghai
(UPDATE: Though Danny Yap was with Saatchi & Saatchi Shanghai at time of this article’s original print publication, at time of this article’s digital publication, he has since moved on.)
HOT: Apple HomePod
It’s no surprise when Apple comes out with an engaging spot, but I found this one from early 2018 (directed by film icon Spike Jonze) for the release of the Apple HomePod, mesmerising.
FKA Twigs plays an exhausted employee, battling her way through subway traffic on a grey commute home; something I think all of us living in big cities can relate to. When she makes it home, she asks Siri to simply play something she likes, and from there we are a slowly pulled into a psychedelic dance journey.
As Twigs starts to move, her whole apartment becomes another world where she is totally in control, the walls and colours bending to her will and pleasure. I bet most people won’t even realise the spot is four minutes long because it is easy to get lost in the music, fluid dance moves, and colours.
NOT: Tsingtao 2018 World Cup ad
While last year’s Tsingtao ad – “No Beer, No Football” – aptly portrays the World Cup spirit that brings everyone together, it is unfortunately not very original.
The production can certainly be complimented, however, it is eerily similar to an ad done years earlier by an Israeli mobile network operator Pelephone. Imitation may be the sincerest form of flattery, but the frame-for-frame similarity in these two ads borders more on a copycat approach rather than a team respecting an original idea and then putting its own spin on it.
This article was produced for the March issue of Marketing Magazine. For more features, and other magazine-exclusive content from this and upcoming issues, you can subscribe to receive your print copy here or can read our digital version in its entirety here.