Harry's “Filthy Rich” & “Master Craftsman”
Harry’s launched two new spots, it looks like the goal is to connect with the everyman, while imagining these elaborate fantasy situations. In “Filthy Rich” a man imagines striking oil, building an empire, and losing it all before snapping back to his bathroom mirror. More.
In “Master Craftsman” another man spends years as a woodworking apprentice to finally get it right (all for one nod of approval). I think the disclaimer in the post copy is fun and feels tongue-in-cheek.
Both spots were created by Golden LA and directed by Saman Kesh.
The Real Story: The campaign is funny because the fantasies are too specific and too long. These are not daydreams about being attractive. They are full narrative arcs with character development, happening in the four minutes before someone puts on pants and leaves for work. I think it works, it feels distinct, and paired with the right blue-collar influencer group, this will feel cohesive and connect with the right audience.
Golden Child “Maple-Bacon Scented OOH”
Golden Child is a new dog food brand that’s already testing out-of-home in Silver Lake, Soho, and Coconut Grove. The billboards are meant to feel like beautiful food photography that you might see for humans.
The twist is, they also made the billboards smell like maple-bacon. That means they would attract dogs (and dog owners).
The Real Story: I think this is really clever, and a great way to bring the customer right to their wild postings. This brand is meant to feel elevated, it’s just a coincidence that their customers are also sniffing and eating trash off the street.
Coros “Fearless”
Watch brand Coros launched their campaign “Fearless” starring Olympic runner Jakob Ingebrigtsen, and directed by Battery.
The spot has Ingebrigtsen running alone through a dark forest while he’s chased by a zombie version of himself. The watch appears organically within the video, which (according to Battery) is meant to capture the internal pressure that only serious runners understand.
The Real Story: Most running watch ads are selling the idea that data makes you faster. This one sells the idea that running at the highest level is psychologically horrifying. It's the fear of regression made literal and put into a forest. The watch barely shows up, which I think is smart. The storytelling here is unique, which I can appreciate.
Bud Light “Grill for America”
Bud Light’s new spot “Grill For America” stars Peyton Manning and Emmitt Smith. The gag is that Manning has only focused on his grill set-up, so the rest of his house is still under construction. The larger campaign is tied to America’s 250th anniversary and includes patriotic packaging, a grilling sweepstakes, and a partnership with Folds of Honor.
The Real Story: Manning has become one of advertising's most reliable performers by playing the same character in every single spot. It works, it’s on brand, it’s not the most innovative campaign to hit this summer.
If you’re new here, I write a monthly serialized novel called Everything is Advertising, about a burned-out Creative Director and his cynical team that accidentally create QAnon through a viral marketing campaign. If you like that kind of thing, you can start at Part One and catch up from there.
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I'm getting a little tired on Bud Light's blandness...