In today's digitally enabled, DVR-controlled, multiplatform ad universe, grabbing people's fragmented attention is an increasingly elusive goal.
Yet some ads manage to break through, to lodge themselves in consumers' collective consciousness just long enough to spur dialog and debate--indeed, attention--in the Twitterverse and beyond.
“If an ad tells a story in an authentic and compelling way, it’s more likely to grab your attention and stay with you for a long time,” says Heath Rudduck, chief creative officer at Campbell Mithun. “I don’t think a brand can exist today without some degree of empathy. Timing is one thing, but unless you strike a chord emotionally with the audience, it falls on deaf ears and cold hearts.”
The most memorable spots don’t just make us laugh or cry, says Susan Credle, chief creative officer at ad agency Leo Burnett. “They change a conversation.”
Take Chrysler’s “Imported from Detroit.” This two-minute Super Bowl 2011 spot, produced by Wieden + Kennedy, a Portland, Ore.-based agency, is less about the product and more about the brand, the industry, and the city of Detroit.
“‘Imported from Detroit’ brought the swagger back to the American car industry and the city of Detroit in particular,” Credle says. “It is a great example of what we can do on our best day in this industry: build a brand, sell a product and start a conversation that perhaps pushes our world to a better place.”
The music and images in the ad draw attention to the virtues of the auto industry and capture the spirit of Detroit in a dramatic and candid manner.
“This ad gets my vote as the most memorable of 2011 by a landslide,” says Josh Feldmeth, chief executive of Interbrand New York. “The insistent soundtrack, the dramatic cinematography, the strategic dubiousness of Chrysler’s trumpeting its roots, the sheer audacity to suggest Detroit as the provenance of your next luxury vehicle – who could forget it? The ending is a triumph of advertising. The unpredictable Eminem, speaking directly at you in a mysteriously empty theater, backed by a gospel choir seemingly in communion with the rapper himself, sends chills.”
What does all of this accomplish? “In the ad, the brand confronts you and demands that you seriously weigh a proposition that you previously would have thought preposterous,” Feldmeth says.
William Gelner, executive creative director at 180 LA, says the Chrysler spot transcends advertising and becomes part of culture. “Minutes after airing, ‘Imported from Detroit’ set the social web ablaze. It gave the brand, the city and many Americans a renewed sense of pride and hope. It actually made me want to be from Detroit. That says a lot considering I'm from Texas.”
Automotive ads aren’t always the most creative and compelling spots—but in 2011 they made the biggest mark. Advertising executives agree that Volkswagen’s “The Force,” Subaru’s “Baby Driver” and Nissan’s “Gas-Powered Everything” were among the most memorable campaigns of the year.
Ad agency Deutsch conceived VW’s “The Force,” a 60-second crowd-pleasing spot featuring a child dressed as Darth Vader using “the force” to start up a 2012 Passat. Really, the boy's father starts the car using a key fob from inside the house.
In an unconventional move, VW released the 2011 Super Bowl ad on YouTube prior to its television debut. It went viral and immediately became a trending topic on Twitter. Today, the commercial has over 45 million views on YouTube.
“It’s a classic television spot that anyone would be proud to have on their reel,” Rudduck says. “Its beauty and simplicity resonate with people. I applaud them for getting out a simple story without selling features.”
Why can we instantly recall the VW spot? Because it contains larger universal human truths and insights that stay with us.
“At first I wondered if the visceral reaction I had to it was because I’m a die-hard Star Wars fan, or because I could see my son dressed in the costume,” Rudduck says. “But then I realized that of course it’s because I could see my son in it. The insight comes from a wonderful truth. There’s a joy in creating and participating in magic for kids that we discover as parents. And we all remember that wish that we had a super power as a kid (that perhaps never went away). They tell a wonderful story that leaves me smiling still. And the casting of the little boy is perfect. His body language is tremendous.”
Reid Holmes, executive creative director at Campbell Mithun, says VW’s engaging spot speaks to the appropriate audience. “Parents are the ones buying cars, so it’s smart for the automotive industry to appeal to families in a charming and universally truthful way.”
In Pictures: The Year’s Most Unforgettable Ad Campaigns
Moms and dads everywhere can also relate to Subaru’s “Baby Driver.” Ad agency Carmichael Lynch created the 30-second spot, which illustrates an inevitable moment that most parents dread—the moment their baby is old enough to drive off on her own.
“This ad is about safety,” Holmes says. “Your most precious cargo is your son or daughter, and this commercial tells us that they will be safer driving a Subaru than any other car. Parents can imagine themselves saying the same things this father says to his daughter, and that truthfulness resonates well.”
Memorable ads tell stories, they don’t simply present a list, Rudduck says. “A great story gives you the chance to harness an insight and deliver your message meaningfully to the person you wish to engage. The VW and Subaru spots do this for me, personally."
Marketers not only tried to make us all feel good this year; they also tried to do good themselves.
In Chipotle’s "Back to the Start," a two-minute animated short film set to Willie Nelson’s rendition of the Coldplay hit "The Scientist,” the fast-food chain conveys its views on farming and sustainability. The spot, created by CAA and Chipotle, and directed by Johnny Kelly, depicts a farmer who realizes his method needs to be one that will cultivate a better world. It tells the story of him going “back to the start” to approach farming in a more natural and sustainable way.
“Chipotle told an important story in a charming way, and it got people to talk about a bigger environmental issue,” Gelner says.
Rudduck agrees. “Chipotle’s ‘Back to the Start’ is another beautiful piece of storytelling that pulls no punches in a wonderfully crafted fashion.”
Chipotle wasn’t the only one to produce an online ad campaign. “More and more companies are doing this,” Holmes says. “Longer-length online spots are like a trailer for the values of the brand. These videos or campaigns are an entertaining way to teach consumers about what you do and who you are as a brand, not just what you sell.”
In addition to Credle, Rudduck, Feldmeth, Gelner and Holmes, the other agency executive who helped select this year's most unforgettable ad campaigns for Forbes was Rob Schwartz, a Forbes CMO Network blogger and chief creative officer at TBWA/Chiat/Day in Los Angeles. (See Rob's picks for more of the year's best ads.)
Click here to view the complete list of The Year’s Most Unforgettable Ad Campaigns.
