The 2013 Joshys: #4-2

#4: Vodafone’s “The Kiss”

Simply beautiful. There’s no spoken copy and sometimes the less said, the better.

#3: Tullamore Dew

This Tullamore Dew ad made me want to jump a plane to Ireland. And the twist ending turns it from melancholy to weirdly uplifting and subversively funny.

#2:. Chipotle’s “The Scarecrow”

Lovely dystopia sounds like an oxymoron, but that describes the atmosphere for the majority of the video. Wonderfully shot. Fiona Apple’s hypnotic and haunting cover of “Pure Imagination” is the best use of music in advertising this year.

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Extra Gum’s Emotional Origami Commercial

Appealing to emotions is a crucial part of advertising, and this can be especially true in more “boring” categories. If an advertisement can assign a sentimental value to something that is typically thought of as practical, it’s a great strategic advantage. This is very apparent in a new commercial from Extra Gum, created by Energy BBDO Chicago. Gum might not be the most exciting item, and its sales have been falling in recent years. So Extra falls on its classic identity of a long-lasting gum in an unexpected way.

The spot starts with a father teaching his young daughter how to make a paper crane with his gum wrapper, and she starts making her own. Time marches on, and the birds become something of a collector’s item for the girl as she grows up. Finally, the parents are packing the car to send her off to college, when the father drops a box…and then finds that it’s full of paper cranes. If that was a reference to the thousand paper cranes legend, it’s a great one. The ad closes with a voiceover saying “sometimes the little things last the longest.” Overall, the spot has a similar message (though a less beautiful execution) to Vodafone’s ad from earlier this year. It’s a nice, sweet, sentimental commercial. Is it a little sappy? Yep. But a little sap isn’t so bad sometimes.

Vodafone’s “The Kiss” Is A Beautiful Piece Of Film

Sometimes the best commercials don’t feel like commercials at all. I know I’ve said that on here many times, but it really is true. That’s definitely the case with this beautiful new ad for British telecommunications company Vodafone, created by Grey London. As the title indicates, Vodafone’s spot shows a couple’s passionate kiss that extends from adolescence throughout life and into old age. We’re only aware that it’s an advert in the last 10 seconds when the words “good things should last forever” introduce Vodafone Red. Exquisite cinematography, an original-ish idea (the -ish is only there because it’s somewhat reminiscent of this also great KFC ad from South Africa), and haunting music (“Walk” by Ludovico Einaudi) combine for something that definitely feels like an award winner.

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