High Five: Amandine Fabian Pays Homage to Favourite Creatives
When I think about my favourite ads, I think of all the ads that inspired me and shaped my love for advertising, even before I knew I would work in the industry. I remember being a child and waiting for the commercial break to watch TV spots with captivating colours or fun music. And still today, there are so many ads that inspire me and give me this 'I wish I had done it' thrill. So, this top five is not a series of ads that changed the world, it's just a personal selection of the ad world I love and an homage to the brilliant creatives who worked on these campaigns...
Chanel - 'Egoïste'
Agency: George Patterson
Growing up in France, I've been exposed to a lot of luxury commercials. The holiday season is a festival of perfume commercials on TV. Jean-Paul Gaultier, Dior, Nina Ricci...but this commercial from Chanel particularly stuck with me. I love the imaginary world of Jean-Paul Goude and his aesthetics. The stylish façade of the building, the rhythm of the shutters opening as women shout about the selfishness of men and the powerful music of the 'Romeo & Juliet' ballet are so mesmerising. It's funny to revisit this ad now and discover new details I didn't get back then. I still love it.
Volvo Trucks - 'Epic Split'
Agency: Forsman & Bodenfors
Production: Folke Film
Director: Andreas Nilsson
I remember the day this ad was released as everyone was watching it at the agency where I was working. Over and over again. Van Damme, really? Over Enya's new age music? Golden trucks? But it all comes together as an unforgettable and unique film. The art direction is amazing, and it perfectly demonstrates the product benefit. It's a brilliant lesson of advertising.
British Airways - 'The Magic of Flying'
Agency: OgilvyOne
We've all looked at a plane in the sky and wondered where it was going to, or coming from. Well, British Airways gave us the magic power to answer that question. The real-time connected technology is of course impressive, but what I like most is the simplicity of the execution with this child who made everyone look up just by pointing his finger at the sky.
Air France - 'L'envol'
Agency: BETC
Choreographer: Angelin Preljocaj
I've worked in digital advertising my whole career, but I love beautifully crafted films like this one. Everything is so gracious: the music, the ethereal backdrop, the choreography. You suddenly forget that you're watching an ad and you're transported to this beautiful place. Impeccable craft is timeless.
Nike - 'Just Do It'
Agency: Wieden + Kennedy
I couldn't pick my last ad so I decided to share my favourite slogan of all time: 'Just Do It'. As a copywriter, I admire the power of these three words. It's a visceral call to action, it's a timeless statement and a great understanding of what sport really is: a challenge to yourself, not a competition against others. They made the whole world realise that if you have a body, you're an athlete. For Nike, it was a shift from a sports-only to a lifestyle brand, and regardless of the cool design of their sneakers, this call to action is surely part of Nike's success. This slogan was the beginning of more culture-led and purpose-driven brand conversations in advertising and it inspired many brilliant campaigns.
