INTERNATIONAL: WHAT’S HOT IN THE US

I have often thought highly emotional advertising that does not rely on comedy in any way is difficult to come by, yet it can be extremely effective in breaking through the clutter. It is different in that it attempts to touch a deeper chord with its audience, which is not always easy in 30 or 60 seconds.

I have often thought highly emotional advertising that does not

rely on comedy in any way is difficult to come by, yet it can be

extremely effective in breaking through the clutter. It is different in

that it attempts to touch a deeper chord with its audience, which is not

always easy in 30 or 60 seconds.



This is why I find the ’think different’ campaign for Apple Computer so

exciting and involving. It elevates the stature of the entire

advertising industry. But more importantly, it builds an emotional bond

with customers in a highly aspirational manner by saluting those who

chose to think differently.



It does so with beautiful production values and the empathetic voice of

the the actor, Richard Dreyfus, who would never put his voice on

anything he didn’t believe in. I know this - l’ve worked with him. So I

congratulate the folks at TBWA Chiat Day for this moving piece of work

that made me think and feel different, and wonder if I should have

bought an Apple.



At a different end of the spectrum, I congratulate the folks at Arnold

Advertising for the Volkswagen ads. I believe this campaign put an

agency no-one had ever heard of on the map. I also believe one of the

global definitions of the word ’Volkswagen’ is ’brilliantly executed,

provocative advertising’.



In my favourite spot, set to Da-da-da - a wonderful nonsensical tune

that’s made a big comeback - we follow two teenage boys who go on an

outing to fight their boredom. They do very little other than drive

around without speaking. They finally retrieve a chair with a strange

odour that they eventually discard. This story, which is told visually,

portrays the wonderful reality of a Saturday afternoon drive, truly

endearing us to the Volkswagen brand. This is very refreshing for us in

the US because we love to talk incessantly in our commercials.



My final pick for favourite US ad is a definite ’I wish I’d thought of

that.’ It’s an entertaining, engaging, memorable campaign for Home Box

Office. In my favourite commercial, ’haircuts’, everyone has

unbelievably bad and ridiculous haircuts. We have no idea why until we

find out the barber cuts hair while watching HBO. This embraces the

notion of ’viewer reward’. It’s excellently crafted, as most pieces are

from BBDO, and leaves you with the same satisfied feeling you have after

watching an entertaining, well-acted HBO movie.



This advertising serves as an inspiration to all of us in the US.



Cheryl Berman is chief creative officer of Leo Burnett.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).