The Holy Grail for great ads is the achievement of entering popular culture. In a new B&T series, presented by Powered by Nine, Australia’s leading creatives reveal their picks for ads that have done just that.
In B&T’s first episode of The Ads I Wish I’d Made, Powered director Liana Dubois spoke with Pia Chaudhuri, BMF Australia’s group creative director, about ads that have successfully cracked into popular culture, with her pick IKEA’s ‘Silence the Critics’, by Mother London.
“We’re talking about an ad that has to compete with the likes of the John Lewis’ of the world, in that market,” Chaudhuri told Dubois. “There’s just so many eyes on an ad like that.”
Chaudhuri adds: “It’s a really great ad on so many levels, but how it infiltrated culture is the music.”
M&C Saatchi’s Mandie van der Merwe and Avish Gordhan also revealed why they consider P&G’s ‘Every Ad is a Tide Ad’, created by Saatchi & Saatchi New York, the best ad of recent memory.
“In adland, we do like the perfectly styled, perfectly crisp, clean shirt so I think it’s a really interesting memory structure that they then create,” van der Merwe told Dubois.
“And then that question … is mentally hijacking all of the other ads. I think it’s brilliantly smart.”
Gordhan adds: “It’s a massive idea from a creative perspective. It encapsulates everything you want from creativity. It’s got scale, fame, and it’s deviously smart.”
In collaboration with Nine’s marketing solutions division for brands, Powered by Nine, B&T’s new series, The Ads I Wish I’d Made, is revealing what makes an ad truly great with the third episode releasing within the next week.
It comes as Nine lays down the gauntlet to creatives to produce industry defining commercials in State of Originality, for the network’s 2021 State of Origin spectacle, with $1 million in advertising up for grabs across Nine’s TV, digital, radio and print assets for the winning ad.
Do you think you have what it takes? Entries for Nine’s State of Originality are now open, with the nation’s largest creative prize up for grabs for. For more information and to enter, click here.
Featured image source: YouTube/Nick Miaritis
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