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High Five: USA



With more than 20 years' experience in the industry, Peter Herbst, executive creative director at St. John, shares his take on some of the best advertising to come out of the U.S. over the past month...

High Five: USA
With the creative world emerging from quarantine, I think there’s a lot of pent-up creativity to be seen and voices to be heard - all desperately in search of courageous clients and pre-pandemic budgets. Take a look here at what the U.S. has been doing in the past month...

Adobe - 'Edited By Me'

Agency: 72&Sunny Los Angeles

When you make a commercial to advertise a product people in the advertising industry will be using to actually make other commercials for other products, you had better bring your A-game. It’s all very meta. The wrap-up of 'Edited By Me' is supposed to let us believe that the very character in the spot was also responsible for creating the spot (also a touch meta). It demonstrates the power Adobe places in the hands of an editor. Whether you choose to believe that or not is of little importance as it’s just a great visual adventure with a killer soundtrack.

Apple - 'iPhone Tracked'

Agency: TBWA\Media Arts Lab

So, how do we all feel about this one? From an industry standpoint, it’s going to make a lot of our jobs, and especially the folks across the aisle in Media’s job, a lot more difficult. But maybe this is what the industry needed. A little shake-up that puts the importance of great ideas that gain natural traction back in the forefront and relies a little less on tracking and targeting. As for the creative, it’s a fun romp across the perilous landscape of internet privacy with a great piece of music.

YouTube - 'Because Everything'

Agencies: Essence / PHD USA

After a year of bingeing all things video, the world is begging for new content. And as the world’s largest hub of UGC, YouTube celebrates the beginning of the vaccinated era by welcoming us all back with this cheerful rallying cry of "getting back to what you love." Just please be sure to film it. Thanks.

Archer Roose - 'Elizabeth Banks'

Agency: Colossus
Production: Viva Monkey
Editorial: Forage Edit
Colour: Company 3

Starring one of the actual owners of Archer Roose, this delightful ad seems like a bit of a parody of the almost ubiquitous celebrity-owned spirit game - and it is, until you realise they are 100% serious. Elizabeth Banks is in fact a co-owner of Archer Roose and was named chief creative officer just this month. It’s a great twist on a celebrity ad that shows off the brand’s spirit and their new CCO’s comedic talent.

Traeger’s - 'Farm to Table'

Agency: Zambezi

It’s always fun when a brand reimagines a familiar channel. In this case, Traeger Grill’s clever turn of a middle-of-nowhere billboard into a 'grillboard'. Located off I-80 in Salt Lake City, this out-of-home experience features farm equipment and live animals that as times passed turn to savoury grilled fare supporting the 'Farm to Traeger' campaign. A fresh take on great grilled food. Delish.

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St. John, Thu, 17 Jun 2021 08:45:08 GMT