Yaroslav Orlov, Executive Creative Director of Instinct & More / BBDO Moscow Group, gives a creative review of nine campaigns by Philippines agencies.
He has 15 years of experience in advertising, including work with BBDO Moscow, Saatchi and Saatchi Bates Moscow, and Avrora FCB. He received his Bachelor’s Degree in Management/Marketing from the Russian Presidential Academy of National Economy and Public Administration (RANEPA).
AGENCY: J. Walter Thompson Manila
CLIENT: Nestlé KitKat
TITLE: #mybreak TVC
What starts with a pretty classical and generally positive TV-spot might have been much more interesting and insightful with continuation in Youtube with UGC involved. In my experience, people are hard to get moved to create decent video content on your call, but if you manage to inspire them they might really go big and break through. Talking of the TV-spot stand alone – there are certainly personal and cultural nuances of perception, but for me some of the scenes might work if we keep in mind that we are dealing with such delicate thing as food, especially chocolate.
AGENCY: Publicis JimenezBasic
CLIENT: Globe PH
TITLE: Mag #NextLevelKa with GOSURF50
I’d say that with a production budget certainly and obviously limited, this is a pretty solid and accurate execution. Dynamics and even some CG are there. You wouldn’t expect revolutionary thinking behind just-another-internet-offer so it works as message delivering spot and doing it nicely. But you should always consider advertising clutter to make sure that it’s different enough to break through.
AGENCY: McCann Worldgroup
CLIENT: Nestlé Chuckie
TITLE: Chuckie Buddy
TYPE: TVC
Well, I can hear some cynical sighs about this spot – but I find it insightful and sentimental. Not every work we, as agencies, do would go to festival, but every work we do should go to the heart. And I think this one is targeted really nice and executed in proper way to touch mom’s feelings without being unnecessarily deep. Absolutely positive for me. If there could be a benchmark for the level of “normal” ads we face everyday in a advertising break – I wish it could be this one.
AGENCY: Leo Burnett Group
CLIENT: Golden Arches Development
TYPE: Integrated
TITLE: McTollBooth
Great idea, I wish they put this one on my way to work today. I don’t want to go deeper into mechanics like “how does that work” and “if it doesn’t make traffic jams” – I just want my McDonald’s breakfast.
AGENCY: Publicis JimenezBasic
CLIENT: Summit Publications
TITLE: Fashion is Power
TYPE: Integrated
I think that’s an interesting idea to combine fashion and martial arts. And even reinforce women self-confidence with those lessons and how-to videos.
I just wish, we would live in a world where those would not be needed any more. For the fashion magazine it certainly is a nice PR to spread in different media channels and grab attention. You just have to balance it not to lose the implication behind the huge social meaning of the topic itself.
AGENCY: BBDO Guerrero
CLIENT: Chalcot Audio
TYPE: Interactive
TITLE: Touch Me/Touch Me Not
Absolutely fantastic way to communicate and get to new level of experience in a contemporary world we all live in. This is the kind of interaction you would expect now – when everything is possible with a slide of your finger. I’d say it even goes to the border between communication and art because this is a very personal and creative experience. Love it.
AGENCY: MRM Worldwide
CLIENT: Nescafé
TYPE: TVC
TITLE: Nescafé Capuccino Takes You Away
A dreamy symbolic and romantic world suddenly around me… Where’s my McDonald’s breakfast again? I mean, it’s executed nicely and I can see lots of work behind it, but shouldn’t coffee wake me up rather than get me back to sleep?
AGENCY: Y&R Singapore / The Campaign Palace Manila
CLIENT: Land Rover
TYPE: TVC
TITLE: Test Drive Billboard
I think this a great idea to grab attention and get people to avail of a test-drive opportunity.
And as a professional I know how hard it is that to find new ways in automotive experiential communication without spending tons of money. Good solid job.
AGENCY: Publicis JimenezBasic
CLIENT: Burger King
TYPE: Online
TITLE: #MARKSBETTER
I would personally become a rewarding part of the audience of this campaign – I prefer more personal and deep conversations, but I think it does have all the elements to work – general approach to the humor, campaign ability and direct made-on-grill message. In a world where the worst thing you could do for a brand is to make its ongoing everyday communication dull and and irritating – this could really get a smile and leave you positive.
This creative review was first published in the September-October 2015 issue of adobo magazine.
