Copywriter Robin Stam defies rules, challenges conventions and loathes the status quo in advertising. After five hectic years in Dutch advertising he studied at the Miami Ad School in Hamburg and worked at Duval Guillaume Brussels. Now he's back in Holland again to work for Lemz Amsterdam.
Sunday, July 17, 2011
A quite unusual commercial made for Ford
I'm getting quite sick of clients trying to rationalize advertising. With the precision of a mathematician they're trying to figure out what is the best way to communicate their brand. In the end there's no room for experimenting anymore. And the communication totally lacks passion.
Luckily, there are still a lot of agencies who understand what how to make advertising entertaining. Ogilvy Paris made a commercial for Ford and the more I think about it, the better I think it is. If you rationalize it, this car has absolutely nothing to do with dogs. Still, the dogs are in there, just because it's fun.
Furthermore, this commercial takes two minutes, but to explain the idea (the dog parking the car) you can also do it in 15 seconds. Instead, the creatives have broken the common rules of advertising and made an entire dogshow of the commercial. The reason why? There is no reason why. It's just fun! And the amount of hits prove that the commercial works: 1.686.670. Breaking the rules pays off.