High Five: USA

No matter how much I watch this spot, I see something new every time. It’s fun and and charming and mesmerising in all its detail. And that’s the point. Adobe made a film for their exact Adobe audience that’s still being talked about and referenced months after airing. Isn’t that every advertiser’s dream?

It doesn’t get any more real and raw than what’s presented here. Incredibly accurate and emotional. There’s a lot they don’t tell you as a new Mom; the journey is both amazing and messy. Their ad last year about postpartum recovery was deemed too controversial and rejected from the Oscars for being too graphic – hard to see reality in advertising for some. Bravo Frida Mom for continuing to push the limits. Directed by the talented Rachel Morrison ('Mudbound' and 'Black Panther'). A cut down version of the ad aired on the Golden Globes this year – longer version here.

Ok ok – I know this is supposed to be the US – but the task here was to think about what spots really stayed with me and this was one of them. Lulu Wang ('The Farewell') shot this film for Chinese New Year remotely from Los Angeles with a crew in China (so that sort of counts!). There’s always a little magic to the work that Apple does; they choose the best filmmakers and take chances. I watch a lot of commercials and I only meant to watch a minute of this film; but I ended up lost in the story. It’s a visual feast. Completely shot on an iPhone - which is still a marvel in itself to me. 

Ryan Reynolds’ ad agency, Maximum Effort, is shattering everything. He had me at Aviation Gin (did you see the response to Peleton?) and now this. Smart. Honest. Biting. And so funny I had to share. Not many creatives can sell a Satan relationship to a brand; oh to be in on that zoom! Every single thing I thought about 2020, including the dumpster fire; they just threw it all in. Brilliant advertising that’s still racking up views. Cannot wait to see what else comes out of this agency.

Hard NOT to mention the Super Bowl this early in the year in the commercial industry. I’ll pretty much watch anything that Will Ferrell is in, including an ad from General Motors – very funny - but I actually thought – ‘what will Norway think?’ So I’m mentioning it here because it’s a US ad that motivated another country’s response which asks the best of the ad community as a whole; requiring creatives to think fast on their feet with a bold response and precise timing to make the most of the moment, production companies with little time to shoot and edit and a director to carry through the vision and deliver.

Here are some of the most hilarious responses to this US ad from Norway itself – publicity goldmine! I kept waiting for GM to respond back. Nothing as of yet…