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High Five: USA

High Five 210 Add to collection

Teddy Brown, group creative director at Planet Propaganda, reflects on five powerful projects to come out of the USA in the past month or so

High Five: USA

Despite the optimism going in, unfortunately 2021 is yet another reminder that there are so many things more important than advertising. Here are a few brands that still had a passion to keep pushing and create something bold that people would pay attention to. From the highly emotional to the ridiculously playful, these are the five pieces of great work from the last few months that got me…


Sandy Hook Promise - 'Teenage Dream'

Agency: BBDO NY

Production: SMUGGLER

Music: Human

It never ceases to amaze me how creative and heartfelt storytelling can bring new urgency to our biggest issues. This piece from BBDO NY takes the hopeful lyrics from Katy Perry’s 'Teenage Dream' and reimagines them as something more sombre when revealed by school shooting survivors. Director Alex-Henry Rubin of SMUGGLER has won more than a few Lions getting the hairs on the back of our neck to stand up on this issue. His newest instalment holds nothing back in terms of allowing us to truly feel. 


Mattress Firm - 'Junk Sleep'

Agency: Droga5

Production: MJZ

Post: Parliament

Music: Human

The last few years have had the U.S mattress category dealing with disruptive online brands like Casper, who make it easier than ever to get into a new mattress. But you have to give a some credit to Mattress Firm for going bigger than ever with an unexpected celebrity and a simple benefit-based idea. A bad night of sleep can be a plausible excuse for almost any human mistake, which makes it a perfect scapegoat and opportunity for this brand to gain some much needed new ground.  


Temptations - 'Tasty Human'

Agency: adam&eveDDB 

When I was growing up, my mother would tell stories about cats and how dangerous they can be because they steal your breath. When I was older I heard unconfirmed tales about how cats would eat their owners if they could. The fact that a brand capitalised on that insight to create something outrageous and newsworthy, well, that’s about as bold as it gets. I don’t even have a cat, but I’m getting some Temptations. 

 

Fetch Rewards - 'Receipt Rich'

Agency: Anomaly

Fetch Rewards has been really working to close the gap on competitors in 2021. So they picked a big, repeatable and easy-to-understand idea in 'Receipt Rich' to get there. I love the basic simplicity of the consumer-centred stories. And the Gen-Xer in me can really appreciate the '90s inspired sets and camera work.  

  

Oreo x Pokémon - 'Limited Edition Cookies'

Agency: 360i

Production: Media Monks

Music: Ponysound

Oreo takes it up a notch with this stupendous Pokémon collaboration. It’s the perfect union of two brands that are enjoyed by kids of all ages. Playing up the scarcity of hard to find Pokémons inside special packs are a perfectly fun way to get people to invest in more Oreos. The broadcast and outdoor executions are anything but typical as they brilliantly play off the classic 8-bit-style older generations grew up on.

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Planet Propaganda, Tue, 28 Sep 2021 09:02:47 GMT