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Burger King | Whopper Lust | 2017
I Feel Like I Could Watch This for 30 Minutes / Burger King "Whopper Lust"
Just watching a Whopper spin around, over and over. Watch for 5 minutes, get one free coupon. 10 minutes, two. 15 minutes, three.
Year
2011
35 articles
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東芝 | LED 10年カレンダー（あなたとLEDの10年） | 2016
A Decade, Seen Through a Window / Toshiba "LED 10-Year Calendar"
An LED bulb that lasts 10 years. How do you communicate that kind of lifespan? Toshiba chose "everyday life" over numbers. Across 3,653 days of windows, you see a family's irreplaceable daily moments play out.
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JINS | はじめてのJINS | 2015
Everything you need is packed into 0:15-0:18 / JINS "My First JINS"
Just three seconds. But those three seconds are incredible. Yui Aoi's expression from 0:15 to 0:18 is simply irresistible.
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ジョージア | 男ですいません | 2015
The Terrifyingly Sharp Copy: "Sorry for Being a Man" / GEORGIA "Sorry for Being a Man"
"Sorry for being a man." The moment I saw this line, I let out a groan. This copy is just too perfect. You can't quite say "Being a man is the best!"—but you also kind of think "I'm glad I was born a man." This line wraps up that subtle, conflicted feeling of modern Japanese men in a relaxed, self-deprecating way.
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HYATT HOTELS | THE GREATEST MOVIE EVER SOLD | 2012
The Paradox of Making a Movie About Advertising—With Advertising / HYATT "THE GREATEST MOVIE EVER SOLD"
A movie that criticizes product placement, made possible by product placement. This is that provocative, mischievous humor from Morgan Spurlock, who turns the contradiction itself into the whole point of the project.
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CARLTON DRAUGHT | Slow Mo | 2011
The Too-Beautiful Moments of Men Doing Stupid Things / CARLTON DRAUGHT "Slow Mo"
Set to Puccini's grand opera, the ad shows men's ridiculous moments at the pub unfolding in extreme slow motion. A peanut flies out of someone's mouth. A backside lands on a bar stool. It's all so beautiful that you can't stop laughing.
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サントリー | 歌のリレー | 2011
There Were People Who Cried / Suntory "Song Relay"
I used to think there was no way a commercial could make someone cry. But I've had a few such moments in my life, and this was one of them.
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Heineken | Star Player | 2011
Why you end up gripping your phone in front of the TV / Heineken "Star Player"
72% of Champions League fans watch at home, alone. Heineken and AKQA turned that loneliness into competition. Watching TV while predicting the next play on your phone — "Star Player" was the world's first live dual-screen football game.
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AXE | DISTANCE (Premature Perspiration) | 2011
The awkwardness of sweating too soon / AXE "DISTANCE"
Argentina, 2011. This is from the era when AXE was still going all-in on laughs as a "weapon for getting the girl." The title is "DISTANCE," but the campaign as a whole was called "Premature Perspiration." Just the nuance of that phrase is enough to make you grin.
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AXE | BOWLING | 2011
Why Bowling? / AXE "BOWLING"
In 2011, an ad arrived from Argentina for AXE. The title: "BOWLING." That simplicity is what drew me in.
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NTT DOCOMO | XYLOPHONE (森の木琴) | 2011
A wooden ball rolls down a hill, and the world holds its breath / NTT DOCOMO "XYLOPHONE"
44 meters long, built on a forest slope. A giant wooden xylophone playing Bach's Cantata No. 147. No CGI, no sound added afterward, just wooden balls rolling down and down. And yet people all over the world held their breath watching it. This is what simple really means.
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BING/JAY-Z | DECODE JAY-Z | 2011
They scattered pages of a book all over the world, and a search engine came back to life / BING "DECODE JAY-Z"
In 2010, Bing was completely overshadowed by Google when it pulled off one of the biggest treasure hunts ever, scattering over 300 pages of Jay-Z's memoir across the globe. And the way they "scattered" them was wild: not just billboards, but the bottom of a pool in Miami, a burger wrapper, the lining of a Gucci jacket, a bronze plaque embedded in a Brooklyn housing project, a rooftop in New Orleans, even a pool table at the 40/40 Club.
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KYUSHU RAILWAY COMPANY | THE 250KM WAVE（祝！九州） | 2011
15,000 People Connected 250km in Just One Day — a Miracle / KYUSHU RAILWAY COMPANY "THE 250KM WAVE（祝！九州）"
On February 20, 2011 (2/20), from the window of a shinkansen running 250km from Kagoshima-Chuo Station to Hakata Station, a wild plan was carried out: film 15,000 people gathered along the route and turn it into a commercial. One shot, no retakes. If it rained, it was over. If no one showed up, it was over. But all that worry was blown away on the day all of Kyushu waved.
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COCA COLA | THE FRIENDSHIP MACHINE | 2011
Without a friend, you can't buy a Coke / COCA COLA "THE FRIENDSHIP MACHINE"
A 3.5-meter vending machine stands on a street corner. You want to put in a coin, but you can't reach the slot. You look up, and that's when it hits you: there's no way to buy from this thing alone.
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ライオン | タイムスリップ家族 | 2011
A Story for Every Person / LION "Time Slip Family"
A family photo taken in 1991, and the same family in 2011. Lined up across time, in the same place, from the same angle.
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PUMA | AFTER HOURS ATHLETE | 2011
"A 5 AM taxi is way more fun than a 5 AM run" / PUMA "AFTER HOURS ATHLETE"
"A 5 AM taxi is way more fun than a 5 AM run" — with this one line, PUMA rewrote the definition of sport in 2011. Pool, darts, karaoke. No sweat required, no records needed. This ad declared that the stamina to party all night long is athletic spirit itself.
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UNIQLO | LUCKY LINE | 2011
The Day the World's First Line Formed Online / UNIQLO "LUCKY LINE"
In 2011, UNIQLO brought the "line" online. Turning that familiar sight of people queuing outside stores from 6 a.m. into a virtual experience on Twitter and Facebook was, at the time, an unheard-of move.
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OTRIVIN | Classroom Craft | 2011
If your mouth's hanging open, even the scissors treat you like a kid / Otrivin "Classroom Craft"
If a stuffy nose makes you breathe through your mouth, your teacher might peg you as "a bit of a special case" and hand you the safety scissors instead. That's it, that's the whole idea—and somehow it becomes an ad for nasal spray.
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DURAND ACADEMY | Shine a Light on Opportunity | 2011
The London Public Primary School That Beat the UN and Renault / Durand Academy "Shine a Light on Opportunity"
A public primary school in London beat out the United Nations and Renault to win Gold in the PR category at Cannes. Just the idea of a school's PR effort taking down national institutions is fascinating on its own.
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WALKERS CRISPS | SANDWICH | 2011
Proving a Product's Value with a Town's Name / WALKERS CRISPS "SANDWICH"
There really is a town in England called Sandwich. This is the story of how celebrities showed up there one after another and took over the town for three days.
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SCOPE | SEE THE PERSON | 2011
What music revealed was possibility / SCOPE "SEE THE PERSON"
In the darkness, rock music rings out. Then the lights come up on the members of a six-person band, Rudely Interrupted. The music tells you first, before anything else, that five of them are living with disability.
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ESTRELLA TOYS | COME BACK FERRORAMA | 2011
How They Ran a Toy Train 20km Down a Pilgrimage Route Without Ever Stopping It / ESTRELLA "COME BACK FERRORAMA"
13 years after it was discontinued, the company's own president threw out a challenge in a video: bring the toy train's last 20km along the pilgrimage route to life using nothing but toy tracks, and we'll bring the product back. I love that kind of reckless dare.
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Google Chrome | The Web Is What You Make of It | 2011
This Is What the Internet Was Meant to Be / Google Chrome "Lady Gaga"
On 5/21/2011, this commercial aired live during Saturday Night Live. Lady Gaga running across the Brooklyn Bridge, fans dancing and singing their hearts out, filling the whole screen. That raw energy grabbed me and wouldn't let go.
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JRA | 20th Century Boy | 2011
Looking Back, It Still Makes Me Stand Up Straight / JRA "20th Century Boy"
No celebrities, just horses, just a riff — who knew it could look this cool.
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VOLKSWAGEN | The Force | 2011
The Mini Darth Vader Who Changed the Rules of the Super Bowl / Volkswagen "The Force"
A kid dressed as Darth Vader racked up 15 million views on YouTube and became one of the most beloved ads in Super Bowl history.
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HEINEKEN | THE ENTRANCE | 2011
Why Does Simply Walking Into a Party Get People So Hyped Up? / HEINEKEN "THE ENTRANCE"
The main character walks into a party — that's it, and somehow it holds your attention for three full minutes. In 2011, this felt like the moment beer ads leveled up.
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COSMOPOLITAN OF LAS VEGAS | Hotel Digital Experience | 2011
A hotel lobby that became an art gallery / Cosmopolitan of Las Vegas "Hotel Digital Experience"
In a Las Vegas hotel lobby stand eight LED columns running floor to ceiling. What plays on them isn't ads, it's art. This is the project that won the Grand Prix in the Design category at the 2011 Cannes Lions.
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PUBLIC HEALTH OF FENGXIAN | THE 70-METER SPIT | 2011
Spit Flies 70 Meters—You Just Can't See It / PUBLIC HEALTH OF FENGXIAN "THE 70-METER SPIT"
Spitting. Just that one act sends germs flying 70 meters on the wind. It's a fact so ordinary in China that nobody ever gave it a second thought—until a single wall made it impossible to ignore.
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CHEVROLET | Taxi Drivers' University | 2011
A Real University That Taxi Drivers Could Actually Attend / Chevrolet "Taxi Drivers' University"
There are moments when an ad stops being an ad. This campaign is exactly that. Chevrolet in Colombia built a real university for taxi drivers.
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旭化成ホームズ | 考えよう。答はある。 | 2011
Quiet, Yet Unwavering Resolve / Asahi Kasei Homes "Let's Think. There's an Answer."
This copy opens with a quiet, measured voice: "I know that if I go further out, I could have a bit more land. But still, I think I'll live in the city." I find myself stopping on these words again and again.
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TOYOTA PRIUS | PRIUS GOES PLURAL | 2011
They Made You Vote on Grammar Before You Could Buy the Car / TOYOTA PRIUS "PRIUS GOES PLURAL"
If there are more Priuses on the road, what do you call them? That question alone became an entire campaign. The answer wasn't found in the car—it was found in grammar.
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AMIS | CRASH | 2011
An Invisible Crash Happens Right on the Desk / AMIS "CRASH"
A man working in an office is suddenly slammed against his desk by some unseen force. A 30-second shock.
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TESCO RETAIL | Subway Virtual Store | 2011
You don't go to the store, the store comes to you / TESCO Homeplus "Subway Virtual Store"
If you can't win on number of stores, just stop trying to add more. Instead, turn an entire subway platform into a supermarket. Scan a QR code and your shopping is done—by the time you get home, your groceries are already there. In 2011, this idea out of South Korea got the whole world talking.
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NIKE | CITY CUP | 2011
Local Pride Takes Over Mexico City's Streets / NIKE "CITY CUP"
Mexico, 2011. NIKE turned an entire city into its playing field with a campaign called "CITY CUP."
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AXE | PREMATURE PERSPIRATION | 2011
The courage to talk about "premature sweating" as a man's problem / AXE "PREMATURE PERSPIRATION"
When I saw this Argentine ad from 2011, I couldn't help but laugh. I mean, "premature perspiration" — even the name is already a metaphor for that other thing.