How the fuck did they get to that?

The best advertising takes simple human truths and stretches them to their limit. Messing around on electrified railway tracks is a really stupid thing to do. Let’s turn that thought into a cute song. People often feel proud to the point of being aggressively defensive about their nation’s esoteric quirks and preferences. Let’s dramatise that thought with a patriotic battle-cry for a fizzy drink (Blackcurrant Tango St George). There’s a special bond between blokes who are really close mates that allows them to be utterly relaxed in each other’s company. Let’s focus on a group of mates who have their own daft language. (Budweiser Wassup!)

The insight doesn’t have to be earth-shattering – just true. The important thing is how far you push it. For example, the brilliant ad above, for Buenos Aires Independent Film Festival is based on the pretty basic insight that not everyone likes the same films. But where they’ve taken it is wonderfully unexpected. With most ads, it’s easy to see, in retrospect, how the creative team got from the insight to the execution. This one – and most of the really great ads – leaves you wondering, How the fuck did they get from the brief to that?


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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