High Five: Standing the Test of Time
Aging. It's not easy. We all know that family member who hasn't done well with the passing of time. Once agile and funny, now old fashioned and grumpy. Advertising is also affected by the passage of time, so we've chosen our all-time favourite campaigns that, in our opinion, have aged well...
Absolut Vodka - Iconic Print Campaign
Agency: TBWA\New York
The campaign debuted in 1981, making the uncommon shape of the bottle the protagonist and instantly transforming it into a pop-culture icon. Wrapping visual and verbal puns around simple and striking imagery, often partnering with artists and illustrators, the campaign worked for the next 25 years, with more than 1,500 variations. Still to this day, brands around the world try to do the same thing with their product.
Apple - 'Silhouettes'
Agency: TBWA\Chiat\Day New York
Launched in 2003, this campaign was so impactful and innovative in its visual language and execution that it became a reference for many other campaigns for years to come. And still to this day. If launched today, 'Silhouettes' would still grab people's attention. In a world in which executions go old from one day to another this execution doesn't seem to get old.
Levi's - 'Odyssey'
Agency: BBH London
Director: Jonathan Glazer
Post: Framestore CFC
This ad was launched in 2002 and, if not cheap, we could say that it's worth every penny. With no dialogue at all, the 60-second spot relies on the unexpectedness and power of the execution, leading to one of the most epic climaxes in the history of advertising. One can easily imagine contemporary directors like the Megaforce being inspired by this ad to do the commercials they do today.
Honda - 'Grrr'
Agency: Wieden+Kennedy
Production: Nexus
Director: Smith & Foulkes
The spot went to air in 2004 with a beautiful and playful execution inviting people to hate something enough in order to change it. It was back then a bold and unexpected concept, and it's still the case many years later. The way of thinking and the way it combines a powerful message with a playful and light-hearted execution remains to be a creative masterclass.
Avis - 'We Try Harder'
Agency: DDB
How can a 1962 campaign teach us something about contemporary creativity? Well, it's easy to look at 'We Try Harder' and realise it's a masterclass in taking advantage of a disadvantage in a striking and entertaining way. How many challenger brands nowadays could use some of this way of thinking to get some more attention than their bigger competitor. If only brands would be as brave today as they were in 1962.
