Fernando Miranda, Associate Creative Director – VMLYR, picked these campaigns on the theme of ‘Ads that connect‘
Five ads I wish I’d made…
REAL MEN OF GENIUS
Agency: DDB Chicago
Client: Bud Light
1998
The idiosyncrasies of the Average Joe in these ads pack heaps of entertainment. But more importantly, these well-scripted nuggets stayed clear of preaching to an audience, and celebrated people in their middle-class humanity instead.
FUNERAL
Agency: DDB New York
Client: Volkswagen Beetle
1960s
I’m a sucker for good wordcraft. And this is story-telling from beyond the grave, but still somehow manages to connect with an alive audience of potential car buyers. Who would’ve thought? Wish I did.
UNSKIPPABLE
Agency: The Martin Agency
Client: Geico
2014
Time is a huge context here. This was when writers were thinking of those 5th second plot twists to distract you from the ‘Skip Ad’ button on every Youtube video. This is where the genius of these ads comes through. They essentially made a 5 second ad and kept the camera rolling. Still amazed.
4
STILL FREE
Agency: Droga5
Client: Ecko
2010
This classic reconnects with an initially-intended punk audience. This ad has no logo badge and no end slate, but it managed to give a streetwear brand back its street cred and gave birth to ‘viral’ advertising. Creativity at its bravest in my opinion.
5
KEEPING FORTNIGHT FRESH
Agency: VMLY&R Kansas City
Client: Wendy’s
2019
The gaming industry is absolutely massive. And while the world searches for ways to disrupt the gamer experience, here’s a brand that chose to join the game instead, and eventually lead the fun. Wendy’s is a true VMLY&R example of a connected brand.
… And one I did
SMILE STRONG
Agency: VMLY&R Dubai
Client: Colgate
2020
Colgate is a champion of smiles. We wanted to explore the territory beyond the predictable pearly whites. Childbirth is the most transforming moment of a woman’s life where struggle, fear, hope and joy come together to forge the purest and most unadulterated smile. A smile that connects on such a deep level that it doesn’t even need a facial expression.
