ivan's blog

Ads of the World April 2009 winners

Best Film


Boston Bruins: Date

Gold


Humana: Help

Silver


Sky TV: Gladiator

Bronze

Best Print


Monopoly: Own it all, 4

Gold


Telmex: Video security

Silver


Pringles Hot & Spicy: Pepper

Bronze

Best Outdoor


BMW: Checkmate

Gold


Makita: 20 562 Holes

Silver


McDonald's: 1x1

Bronze

Best Ambient


MTV: Eat this ad

Gold


Eukanuba: Fetch

Silver


Land Rover: Zoo

Bronze

Best DM


Solo: Bib

Gold


Elefanten shoes: Playbox, 2

Silver


IPA Effectiveness awards: Small budgets

Bronze

Best Online


Crem Helado: Mundo Polet

Gold


Zoogami: Contemporary

Silver


Red Cross Colombia: Game

Bronze

Best use of media


Olay: Curious case

Gold


Arag: In case of theft

Silver


ISHR: Zhaleg

Bronze

Best art direction


Super Soaker: Creek

Best production


Blusens: Orgy of the senses

Steal their ideas

If you're out of touch with your inner creativity, but need to come up with something creative, just visit: http://stealourideas.tumblr.com/

3rd Annual "Wrath of Cannes" is Back with a Vengeance

Is the Wrath of Cannes a bitter response to the self-congratulating, glad-handing, marblebag-wearing, Dom-swilling, bronzer-slathered soirees that fester up on the beach in Cannes?

Now more than ever, yes. And make no mistake, Wrath of Cannes’ creators—indie agency Woods Witt Dealy & Sons—would rather be there.

But due to unprecedented layoffs, agency budget cuts, management fear of the perception of extravagance, and plain disinterest, Wrath of Cannes resonates this year more than ever.

2009 is kicking our industry’s ass. It’s time you kicked back with a foolish, boozy, pointless celebration of the best work your battered but too-dumb-to-quit souls can muster.

Visit www.wrathofcannes.com for more info (before you dive in, don’t forget to roll over the “firing squad” videos on the homepage).

YouTube - Young Lions competition

We will collect here all the videos AotW users want to post. Feel free to enter your YouTube video URL in the comments and I will put into this post.

Creative Planners: the industry’s new X-Men

Whether because of economic circumstances or technological developments, agencies are changing. As we steer into a different genre of advertising, both structures and roles must evolve, says Intermarkets' Siddhartha Banerjee.

It’s a lazy Friday afternoon and, for once, the sun isn't playing its usual game of hide and seek. Instead, it's raining outside - which is very unusual for this time of year. But since the entire world seems to be taking unexpected turns lately, we can't blame Mother Nature for joining in.

Take advertising, for example. All agencies are suddenly suffering. Clients are using the recession to try to reduce fees, and many agencies have made multiple redundancies. Others have enforced pay-cuts and frozen recruitment; essentially everyone is battening down the hatches, pitching like crazy and working hard to maintain their existing clients. And in this turmoil, we will slowly but surely abolish the agency pyramid structure.

Advertising during crisis

With a challenging economy, many marketers are cutting budgets and don’t have the ability to tap into seasoned marketing talent. Addis Creson has put together a top ten list of tips that marketers should consider when creating an ad.

Great ads have one thing in common. They sell things. Things like products, services, ideas or lifestyles. If they don’t do this directly, they are memorable enough to influence a consumer at the time he or she makes a purchase.

Bad ads are brand poison. If you go public with a half-baked concept, a forgettable headline, or a me-too message, chances are the ad will have the opposite effect you intended. It will drive consumers away. Even worse, it will drive them to the competition.

Below are 10 principles to keep in mind when creating an ad. Read them before, during, and after you have created your ad. Make them your checklist. And remember, every ad represents not just a product or feature or price, but what your brand promises.

Ads of the World March 2009 winners

Best Film

Trócaire: Hiding places

Gold

Public awareness: Global warming

Silver

Agricultural Marketing Board of Flanders: Jumpers

Bronze

Best Print

Loctite Super Attak: Wood

Gold

McDonald's: Spider

Silver

ALS Society of Canada: Maze, 3

Bronze

Best Outdoor

Persil: Flamingo

Gold

James Ready Brewery: Billboards

Silver

Durex: Si

Bronze

Best Ambient

Frontline: Mall

Gold

Christina Aguilera Perfumes: Hangers

Silver

Miracle Aesthetic Clinic: Faceless

Bronze

Best DM

Roche: Balls

Gold

WWF Earth Hour: Darth Fladder

Silver

Voskhod: Calendar

Bronze

Best Online

Samsung: Extreme Shepherding

Gold

Rexona Detective Stripes: Cops

Silver

Rock and Roll Hall of Fame: Rock Immortal

Bronze

Technical issues with AotW

Sorry for the relative slowness and temporary issues with AotW. We are aware of the problems and working on fixing them. We should be able to solve most issues within days. Sorry about it and thanks for your kind patience.

F/Nazca and the festivals of 2009

Here is a letter I received from Fabio Fernandes / President and CD or F/Nazca Saatchi & Saatchi:

In 2009, F/Nazca will not submit its pieces to any festival that charges registration fees.

Our decision is in line with a broader objective for the agency in 2009—to focus on the qualification of our professionals, their well-being, agency growth, expansion of our facilities and double our attention on everything that is really the core of our business.

F/Nazca has absolutely nothing against advertising awards and does not agree with those that find them irrelevant or harmful to the business. To the contrary, the agency owes much of its reputation to the visibility reached through these local and international contests, which have, consistently and frequently, recognized F/Nazca’s creative quality.

Therefore, our decision merely reflects our feeling that 2009 should be a year to channel our resources to that which will more rapidly turn F/Nazca into an even bigger agency, even more professional, even more human and, because of that, even more wanted by advertisers and talented professionals in our market.

Next year, we will resume participation in festivals with all our strength, as we have always done. Because we are very intense in everything we do.

Fabio Fernandes – President / Creative Director

Communication Department
F/Nazca Saatchi & Saatchi
Cacaia/Adriana
+ 55 11 3059 4907/ 4902

What can I say? During these times of economic recession and wide-spread lay-offs this is a very good strategy.

Free is good! AotW is free. And if you get to the front page of AotW you can get an award for free as well!

How do you like the new design?

We tried to create a simplified design that allows the content stand out more. Allows for a better and faster browsing experience overall. (appr. 40% faster page generation times.)

Surely, it will take a few days to get used to it. I realize that change is always difficult to deal with. But, I hope you will like the new design on long term.

At this moment it's not 100% complete, but we're working on it. I'm sure you will find some bugs here and there. Please be so kind to report any problems or requests in comments.

Ads of the World on Twitter

Ads of the World is also twittering: http://twitter.com/adsoftheworld
Come an follow us, we'll follow you back! :)

I would like to thank CUOMA Design Studio, a graphic design studio based in Argentina who secured this twitter account for our use. Check out their site: http://www.cuoma.com/

Please comment here if you use twitter with your address!

Ads of the World February 2009 winners

Best Film

Action Innocence: Alone

Gold

Loewe: Sound

Silver

Volkswagen: Salvation

Bronze

Best Print

Noah Menschen für Tiere e.V.: Sample

Gold

Tourism Queensland: Best job in the world

Silver

Mercedes-Benz: E-Class Web Special

Bronze

Best Outdoor

Vitakraft: Power food for birds

Gold

Scrabble: Camera

Silver

Valenki Boots: Dead

Bronze

Best Ambient

Public awareness: Burden

Gold

3M: For frequent use

Silver

Vodafone: Bus

Bronze

Best DM

Christian Delano drum teacher: Drumsticks

Gold

Prohome: Time to leave

Silver

MTV: Mask

Bronze

Best Online

Mercedes-Benz: E-Class Web Special

Gold

Hyper Island Interactive Art Director 09: Space is the limit

Silver

Emirates: Anthony

Bronze

Best Craft

Coca-Cola: Heist

Gold

Advertising news on Ads of the World

You may have noticed a new menu point on the left: News, delivered by AgencySpy.

AgencySpy delivers breaking news and inside information from Madison Avenue and beyond. It reports on account wins and losses, new campaigns and the industry’s revolving door in an often irreverent but always unvarnished way. The sources are the very people making the decisions affecting the global ad industry every day.

Points

You must have noticed the point next to member names. This is a humble attempt to reward those who are active on the site. You gain points for the following activities:
• Voting — 1 point
•• Commenting — 2 points
••• Creating a forum topic — 3 points

The points were added to your account retroactively, so all your past participation is correctly noted to the last point. In the future we have plans to introduce more features that are related to points.

In order to prevent gaming the system, it's literally pointless to spam with comments or forum topics to gain points, because deleted content will delete the points too.

Let me know your ideas on the next steps! ( and gain 2 points ;)

Update your profile

Dear members, please click My account, then click Edit and update the five sections in your profile. All fields are optional, so you can fill in as much or as little as you like.

Make sure to select if you're available for job offers and freelance work. You never know when somebody will find you with a great offer. From the emails I get, I estimate somebody gets an offer through Ads of the World every day.

Make sure you allow people contacting you by checking the box Personal contact form under the Account settings.

Under Account settings you can also upload your picture.

Thank you for your cooperation and stay tuned for more options in the near future.

Acura RDX Wall Art

“RDX Wall Art: The Making Of” is a new short documentary highlighting some of the pioneers of Bristol, England’s thriving street art community. The clip features the new Acura RDX, Ben Foley and Chris Hopewell from Collision Films (Radiohead’s “There There” music video), and internationally celebrated street artists David Whittle and Henry St. Leger (Sainty), and goes behind the scenes of this 30-second spot to illustrate this massive undertaking which fuses animation with street art.

Here is the making of video:

Here is the commercial below:

Ads of the World January 2009 winners

Best Film

Heineken: Walk-in fridge

Gold

helpchildsoldiers.com: Do nothing

Silver

Auckland City Council – Don’t Drink And Drive: Space wasted

Bronze

Best Print

 Saxsofunny Sound Production Company: Typewriter

Gold

 Show Off Films: Guillotine

Silver

 Amnesty International: Cake, 1

Bronze

Best Outdoor

 Foundation Abbé Pierre: 12

Gold

 OfficeMax: Get organized

Silver

 HBO: Big Love Wall of Secrets

Bronze

Best Ambient

 fiftyfifty street magazine: Invisible

Gold

 Sparkasse: Wishing well

Silver

 Kit Kat: Bench

Bronze

Best DM

 Maeva: Get away from it all

Gold

 Shiner Beer: Koozies

Silver

 Yoga One: Holes

Bronze

Best Online

 GlaxoSmithKline Panadol: Construction

Gold

 Nuance / Dragon NaturallySpeaking: Frozen pole

Silver

 Tidal Audio: Ringtones

Bronze

Best Craft

 Nivea Sun: Church

Gold

Ads of the World December 2008 winners

Best Film

Sirius Satellite Radio Canada: Discover again

Gold

MTV: The cover

Silver

Food Standards Agency: Diarrhoea!

Bronze

Best Print

Volkswagen: Color

Gold

Pizza Hut: Fast

Silver

Sonntags Zeitung: Baby

Bronze

Best Outdoor

Tide: Longer

Gold

Seven Eleven: Night discount

Silver

Goldstar Beer: Flow chart, 1

Bronze

Best Ambient

Fiat Linea: Map

Gold

Primus: Mirrors

Silver

 Grigore Antipa National History Museum: Exhibition

Bronze

Best DM

Shumensko Beer: Beer crate

Gold

City of Hope Women's Shelter: Time

Silver

Condomi Erotic Shopping: Bag

Bronze

Best use of media

T-Com info services: We know numbers

Best illustration

13E Rue The Crime Channel: The seven deadly sins

Best from emerging market

Chess Championship: Brain

The pixelated girls of Jean-Yves Lemoigne

Photographer: Jean-Yves Lemoigne c/o Carole Lambert
Magazine: Amusement Magazine

Ads of the World Research Competition Winners

We had hard time deciding the winners for the Ads of the World Research campaign, because of the number of quality submissions. We are very grateful for everyone who spent their valuable time and energy on coming up with ideas. Congratulation for everybody!

Gold Winner: Remember / 13 times / All type

Art Director: Ricardo Best
Copywriter: Daniel Jubilot

Silver Winner: Flags

Advertising Agency: Publicis, Mumbai, India
Art Director / Illustrator: Siddesh Telang
Copywriter: Anupam Basu

Bronze Winner: Engine / Bunny / Lamp

Art Director: Pablo Rodriguez
Copywriter: Hernan Palazzo

Shortlist

Title: Done
Art director: Marcelo Melo
Copywriter: Nuno Leal

Title: Mac / Bookcase / Brain
Art Director / Copywriter: Marcelo Pinheiro, Rita Cascais

Title: Idea
Art Director / Illustrator: Ana Neves
Copywriter: André Águas

Title: Brainstorming
Art Director / Copywriter / Photographer: Andrew Nhem
Brainpower: Kristen Wallace

Title: Avis / Rolls Royce / The Economist
Location: Ahmedabad, India
Art Director: Tilak Saha
Copywriter: Abhijeet Lakhotia

Title: Idea / Eureka / Award

Title: Gorilla / Stick man / Eric

Ads of the World November 2008 winners

Best Film

Douleurs Sans Frontieres: Kid

Gold

ALS Society of Canada: Head and Shoulders

Silver

Transport for London: Whodunnit?

Bronze

Best Print

Alka Seltzer: Bear

Gold

Surfrider Foundation: Fish

Silver

Continental Savings Bank: Purse

Bronze

Best Outdoor

Santa Casa de Curitiba: Magnetic

Gold

Mercedes-Benz: Child

Silver

Seven Eleven: Night discount

Bronze

Best Ambient

MTV Switch: Fuss

Gold

The Economist: Wheat

Silver

Tramontina: Eggs

Bronze

Best DM

Vikunja: True love tattoos

Gold

Sharkproject: Fin

Silver

Quaker Oats: Food list

Bronze

Best Online

11.11.11: The multifunctional worker

Gold

Jung von Matt: Ads of the World hack

Silver

Software-asli.com: As real as it gets

Bronze

Happy New Year everybody!!

I would like to wish you a happy and successful 2009. Hope you win your first lion this year. Hope you will find your true love. Hope you get whatever your dreams are!

2008 was great for our community. AotW has grown to 51,000 registered users and readers looked at 230,000,000 pages throughout the year. We have great plans for 2009.

It would be interesting to know what everybody's new year resolution is. Let me start the list below!

Short interview with Mike Chapman, editor at Adweek

AotW: Which advertising award show do you think is the most prestigious and why? Where does CLIO stand?
MC: Winning a Clio award is an internationally-recognized sign of prestige. Unlike many of the newer award schemes it has been going for half a century and is therefore well established as the foremost mark of creative excellence in advertising. The only close international equivalent would be would be the awards given out at the annual Cannes advertising festival, although it is arguable that the growing multiplicity of award categories has diluted the prestige associated with winning a Cannes Lion. The event in the South of France undoubtedly draws a larger crowd, perhaps in part because of its location!

AotW: Do you think the role of small hot shop agencies will have more significance in the next 5-10 years than today? Are we seeing a decline in the popularity of large multinational advertising networks among clients?
MC: There can be little doubt that small, specialist shops have become more significant and will continue to do so. The impetus of media fragmentation alone will ensure this. But they will not necessarily become more significant at the expense of larger agencies and networks. The latter bring important economies of scale and are by and large remaking themselves in bid to be as responsive and creative as newer, smaller shops. Over time the picture that will emerge is probably a more complex matrix of competition and partnerships between specialists and large networks.

AotW: One-to-one advertising is gaining momentum over mass media. Do you think on the long term mass media will seize to exist and all communication will be personal?
MC: Even in the long term, firms will need to get messages to large audiences, but there can be little doubt that going to the mass market will become less common. The rise of online social networks and techniques such as behavioral targeting facilitated by the Internet will mean that specific groups will receive marketing messages that, in theory, are much more relevant to their needs and tastes. So marketing communication will become less ‘mass’ and more personal but it is unlikely that ‘all communications will be personal.

AotW: Is TV really dead? Is the significance shrinking? What's taking its place? Online?
MC: TV advertising is far from dead. According to researcher eMarketer, US spending on TV advertising will have increased by nearly 3% in 2008 to a total of $70 billion. Though 2009 will inevitably see a fall, the total is likely to remain above $67 billion through 2010. US consumers are, however, multi-tasking more than ever, which means that the online audience is growing faster than the TV audience and the ad dollars are following; eMarketer projects that having reached $24 billion in 2008, US online ad spending will total $26 billion in 2009. Print ad spending is a whole different story...

AotW-R Competition Entries are up for voting

The AotW-R competition is an amazing success. Even after yesterdays extended deadline we're still receiving so many submissions, which I will put up till the end of the week.

I'd like to thank you so much for all the effort you put into this competition.

Now it's time to check out all the work and give your votes and comments. The 3 winners will be decided partly based on your feedback and partly based on my and my collegues decision.

Click here to check out the work!

Short interview with Wayne Youkhana, director of the CLIO Awards

CLIOAotW: Lot of people accuse advertising awards that the winning work isn't real work done for clients, but so called chip-shop or scam work that is only prepared for awards. Is this true? Do you mind?

WY: The juries that CLIO assembles are of the highest caliber and recognize these “scam” ads immediately. Once they are recognized as such, jurors usually vote accordingly, and the work doesn’t make it past the first round of judging.

AotW: Some say good ideas need to be recycled once in a while to keep them alive. Others say, it's inappropriate to have old ideas presented in a new form to win awards. What's your take on this issue?

WY: CLIO’s theme for the 50th Anniversary Celebration addresses this issue head on. CLIO is asking the industry, “What have you done that hasn’t been done?”

AotW: As multinational companies reach across the globe to advertise their products they greatly influence local cultures and they homogenize the world. Do you feel advertising is killing local culture bit by bit? Or advertising is just part of a bigger movement of globalization and there is nothing we can do about it?

WY: Advertisers are spending more time these days personalizing their messages to certain markets so instead of losing the local culture, they’re playing into it and in some ways promoting it.

AotW: Is there a wisdom you would like to share with our young student readers? Is there something you would recommend them to focus on to be successful in the next 40-50 years of their advertising career?

WY: CLIO knows that students are the future of advertising. I would say to them when asked to come up with a solution to a clients’ problem, put your time, effort and resources into developing powerful ideas as opposed to high-end, glitzy production values. Without an idea, you have no foundation on which to build on. Also, focus on how and when the consumer wants to receive messages from advertisers. This is even more important now in the technology-driven world we live in.

Ads of the World October 2008 winners

Best Film

Flemish League Against Cancer: Cloud

Gold

Apple: Advertising

Silver

Czech Rugby Association: Football's for girls

Bronze

Best Print

Bros: Boss

Gold

Nin World PSP Repair: Masturbation

Silver

Kayaking Jumbo Peanut: Choking

Bronze

Best Outdoor

Keep Holland Clean Foundation: Trash

Gold

Adidas: All Day I Dream About Sneakers, Tree

Silver

The Economist: Ostrich

Bronze

Best Ambient

Becel: Elevator

Gold

DFP.com: Harder

Silver

World Class Gym: Caricature

Bronze

Best DM

Banco Real: Seed

Gold

TV6 / Weeds: The Weeds Bouquet Delivery

Silver

ACT: Matchbox

Bronze

Best Online

Wines of France: Francois The Talking Mime

Gold

Art Directors Club Germany: Jobs

Silver

Mini: Large Hadron Collider Webcam

Bronze

RSS feeds now with larger images

Several readers asked for larger images in the RSS feeds of Ads of the World, so we implemented it.
You can subscribe to it by clicking the larger button below. :P

The feed url is: http://adsoftheworld.com/node/feed

Ads of the World Research competition

Brains wanted!

This time we need your brains again! Only, not for evaluation and clever commenting but for creating something stunning and fitting for our new project: Ads of the World Research.

About

Ads of the World Research is a new service offered from Ads of the World and GlobalAdSource. Ads of the World Research provides instant access to global advertising content with an easy-to-use database.

Our search engine provides up-to-the-minute sources regarding industries, brands or campaigns from all over the world. Subscibers have instant access to high resolution advertising content as well as simple metadata. We have over 2 million advertisements from over 40 countries. One can begin using the database immediately by creating searches.

The task

Create a winning campaign to make a glorious launch of Ads of the World Research. Well, not necessarily glorious, but make it memorable, great and groundbreaking - at least! It's so simple with brains like yours! What we need from you is basically a creative concept but keep in my mind that it has to be adaptable to web, since its main appearance will be in the form of a banner campaign.

The competition

Submit your works in form of a jpg (full page print ads) and optionally as a flash banner (768x90px web banners) until 30th of November. (UPDATE: New Deadline 15th of December 2008). In your emails please include "AotW-R competition" in the subject. Your works will be evaluated in part by a professional jury and in part - as usual - by the visitors of the site. Get ready to show off with your work and dare to face the challenge of those (in)famous comments!

The best part

Once you're a winner, not only fame, but fortune kicks in too. The winners of the 1st-3rd prize will be awarded respectively 1 year, 6 month and 3 month subscription for Ads of the World Research.

Give us all your best parts!

Ads of the World September 2008 winners

Best Film

Rotary Club: Trash

Gold

Nando's: Big meal

Silver

Vodafone: Young

Bronze

Best Radio

Nadia van der Merwe: Story

Gold

Tax Today: Toast

Silver

Volkswagen: Make some noise

Bronze

Best Print

BC Lung Association: Info

Gold

Method: Detox your home, 2

Silver

GRT Radisson: Squid

Bronze

Best Ambient

Meister Leica D-Lux 3: Dog

Gold

HyaVita: Wrinkles

Silver

BC Lottery Corporation - Lotto Super 7: Rainbow

Bronze

Best photography

Zwilling knives: Nun

Best post production

Arjowiggins Paper: Classroom

Best illustration

Vespa: Cops

Best minimalist

Eveready: Foot

Best use of technology

wii: Mario

Most use of media

Reborn to be alive: Obituary

Persuaders

A provocative movie about advertising. What do you think?

Martin Lindstrom's new book "Buyology"

"What connection, if any, exists between religion and our buying behaviour? Are there similarities between the way our brains respond to religious and spiritual symbols, and the way they react to products or brands?"

Martin Lindstrom, author of the forthcoming book Buyology – based on the world's largest NeuroMarketing study peering inside 2,000 volunteers to understand our true feelings about brands, advertising, product placement has been on a four year mission to find a link between brands and religion. "The entire scientific team was shocked as we for the first time ever realized the true connection between brands and religion" says Lindstrom in the lead up for the global release of his next book.

Ads of the World August 2008 winners

Best film

Sega Beijing 2008: Job

Gold

Kia: Expectations

Silver

GE: Crane

Bronze

Best Outdoor

Wonderbra: Boobs! I broke the glass

Gold

Osram: Bus stop

Silver

Denver Water: Channel

Bronze

Best Print

Greenpeace: Aurora

Gold

Bank of the Planet: Energy

Silver

Jr. Johnson Midnight Moon: Backup

Bronze

Best Ambient

DHL: Van

Gold

Madre Segreta: Don't trash him

Silver

Right Guard: Perspiration Emergency

Bronze

Best post production

BMW: Impact

Best illustration

Brazilian Red Cross: Donate

Most risk taking

Don Pedro: Lines

Top 10 reasons why you should register for the free membership on AotW

Many people asked me in email what's the benefit of registering on AotW. So, I thought it would be useful to collect the reasons and list them here (not in order of importance):

  1. You will see latest content 15-30 minutes earlier on the front page compared to anonymous users.
  2. You will be able to comment and express your views.
  3. You will be able to rate work.
  4. You will be able to create forum topics in the exhibition section (to post your work), dungeon (to discuss anything advertising) and post in the job section.
  5. You will create a profile on Ads of the World with as much as information as you like including an a picture of you.
  6. You can link your blog from your profile and your comment signature, which will bring you traffic.
  7. You can set whether you want to be contacted for job offers or freelance assignments in your profile.
  8. You will be a valued member of the biggest online advertising community (almost 50 thousands members) in the world.
  9. You will optionally receive the monthly AotW newsletter that includes the AotW winners of the month.
  10. You will be able to track the discussions you participated in by pressing the "Recent / My recent posts" menu items on the left.
  11. Finally, you will be able to use your ID on other Drupal powered sites, such as creativebits.org and thousands others.

Oops, that 11 reasons. Either way, if you don't have an account yet, go for it! It's free for life!

God's Way of Telling You That You Have Way Too Much Money in the Marketing Budget!

Here is an email I just received about the infamous Seinfeld Microsoft ad.

So, imagine you are stranded on a desert island. No, wait, how about this: imagine you found a magic lamp. Oh, no, no, we've got it -- imagine you had 300 million dollars to spend on an advertising campaign for a brand that has been made the butt of one brilliant ad after another at the hands of your competitor. With that much money, hey, what would you do first?

Apparently, you can take 300 million dollars and use at least a chunk of it to hire Jerry Seinfeld to re-run his shtick, this time with Bill Gates in tow -- a man so uncomfortable on screen he ignites dreams in Al Gore of staring in a reality show. And, apparently you can also, as an agency, forget completely what advertising is supposed to do. Oh, right, yeah, sell something. That is so, ugh, traditional.

For those who have had the good fortune of not seeing the maiden voyage of the new Microsoft advertising campaign from the too-cool-for-research guys at Crispen Porter + Bogusky, let us explain the premise. This guy walks into a mall. Wait, it's Jerry Seinfield. Wait again, there's Bill Gates, buying shoes on the cheap -- pleather to be exact. After some discussion about Bill's shoe size, loyalty points, and mall food, they leave. The punch line? Bill Gates adjusts his shorts. We couldn't make this up. We're funnier than that.

This Microsoft ad is not funny. But, even if it were, the standard it is being held to is that of Apple's amazing advertising about the PC and Vista -- ads so funny they bear up under repeated viewing -- and how those ads sell the Mac with not only a brand position but the proof points to back it up, something increasingly out of vogue in these days of ad-as-slapstick. One is left wondering what exactly the Microsoft ad was intended to do. If not built for the heavy lifting of actually creating an in-market result, was it at least supposed to muscle us into a new way of feeling about Microsoft? If so, what new information were we supposed to take away from this ad? That in the PC-Apple wars, Microsoft is the nerd who, no matter how many zabillion dollars it has, it still can't figure out how to dress itself? The PC as un-cool. Got it. But we already knew that. You know who told us? Apple.

That makes this advertising worse than a waste of money. It makes it a redundant waste of money. And that's about as un-cool as you can get.

Ads of the World July 2008 winners

Best film

MTV Networks Australia: Snoop

Gold

Tiji TV: Balloon

Silver

Sorbent: Homecoming

Bronze

Best Outdoor

 Smart: Slim

Gold

 DHL Express: One Timezone

Silver

 McDonald's: Night

Bronze

Best Print

Cape Argus newspaper: AIDS stats

Gold

Domestos: Toilet

Silver

Masterlock: UFO

Bronze

Best Ambient

 Oreo: Elevator

Gold

 Nacional Supermarket: International Pizza Day

Silver

 China Women Development Foundation: Water

Bronze

Best DM

 China Organization Against Domestic Violence: Uncover

Gold

ESPN: Eyeballs

Silver

Children of the World: Help me read this

Bronze

Best post production

 Flor: Warship

Best minimalist

 Veet: Soap

Best student work

 McDonald's: Night

Ads of the World June 2008 winners

Best film

Gold

Silver

Bronze

Best Outdoor

Gold

Silver

Bronze

Best Print

Gold

Silver

Bronze

Best Ambient

Gold

Silver

Bronze

Best Direct Marketing

Gold

Silver

Bronze

Best post production

Best illustrations

Best minimalist

 Schwarzkopf Anti-Dandruff-Shampoo: Dandruff Trails, Escapade

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