Flashy first-time efforts stood out among more than a hundred new commercials screened last month. The most surprising comes from Volkswagen's young relationship with Crispin Porter + Bogusky. For its first Jetta campaign, which highlights the line's high safety rating, the Miami agency borrows tactics seen in hard-hitting PSAs, skips decorative style and goes straight for the jugular. While plenty of car brands have talked about and even demonstrated how their autos could save you or your family, Jetta's brave new ads take viewers to a place they don't want to be-the inside of a car crash. In one spot, a man teases his friend, who is driving, about his incessant use of the word "like." Mid-discussion, the dialogue comes to a breathtaking halt as the camera documents another vehicle slamming into the front of the car. It's hard to watch, but it's memorable, and it smartly sells the tagline, "Safe happens."
Another brand counts on compelling consumer experiences to tell its story. In its first work from JWT, New York, JetBlue uses consumers' own words to demonstrate its down-to-earth persona. Letters from JetBlue fans are brought to life via colorful animation that lends charm and intrigue to what could otherwise be tiresome testimonials. One spot gives us the story from the CEO's point of view, another from a pleased frequent flier.
While some of the best work last month came from new campaigns, including Jon Lovitz's return to TV with Subway, they weren't the only attention-getters.
By now we've come to anticipate the deliciously demented ads by TBWA\Chiat\Day New York for its candy client Mars. We've seen sheepboys chatting about combo flavors for Skittles and an art student eating the nose of a bust made out of candy to impress a classmate crush for Starburst, to name just a few.
Yet it's still impossible for our feeble imaginations to come anywhere near the madness conjured up for our media consumption. The latest is a spot starring a singing rabbit. Animals have long performed for their suppers, but in this latest spot for Skittles, a pack of the candy gets traded for a rabbit with a talent for opera. After listening to the nonstop singing, however, the new owner wants his Skittles back.
American Express' first-person artists' stories have become familiar by now, but they still manage to surprise. The latest features Wes Anderson and stays true to the director's oddball sensibilities with a familiar cast and Anderson's own quirky delivery. He eats a sandwich and fries while talking to the camera about what you need to make a film, including his card, American Express.
Other impressive spots from familiar series include "Soccer vs. Football," another funny ESPN SportsCenter ad, in which the name of the game is challenged over mealtime banter; "Converge," a Converse clip about two misfits who find each other; and Comcast's "Laugh Riot," a celebration of all things comedy.
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