Figure 14.7 Geico Raccoons

Figure 14.7 Geico Raccoons

Concept for one screen, design for big screens, and optimize for small. That advice (above) is from Joshua Baze, a respected digital strategist. He goes on to say, “People consume media on big screens and snack on media in small screens.” An absolutely fabulous...
Figure 14.6 Pringles

Figure 14.6 Pringles

For my money, a great spot is a joy to watch from beginning to end, over and over, because there’s something new to look for in each frame. This is the kind of commercial which racks up huge views on YouTube. You probably have your favorites. A recent favorite of mine...
Figure 14.4 Volvo’s Epic Split

Figure 14.4 Volvo’s Epic Split

Big-ass spots are cool. They take forever to produce and you’ll likely be out of town on location or on a set for weeks. But when they finally air? Oh, man. As of this writing, one of the most awarded big spots is one for Volvo created, again, by Forsman &...
Figure 14.2 Embrace Life

Figure 14.2 Embrace Life

TV is a visual medium, and it begs for visual solutions. Me? I happen to prefer visual over verbal approaches in any medium. I’m not the only one. There’s a whole school of thought that says: “Don’t talk at customers. Tell them a story with pictures. Start with...
Figure 12.5 Friendvertising

Figure 12.5 Friendvertising

In another Facebook campaign, Auckland agency Colenso used Facebook’s friends in a campaign for mobile provider, Skinny. Given the size of the country, Colesno correctly figured “everyone knows someone who knows someone,” and created the Cannes-winning concept called...