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High Five: The Solid Ground of Strong Strategies


Andy Forrest, creative director at Ogilvy UK, looks into five campaigns that successfully built on their already powerful foundations

High Five: The Solid Ground of Strong Strategies

Look at Liz Truss’s first few weeks as Prime Minister and you can see what happens when you ignore a brand’s tone of voice and very clear philosophy. You can only really launch a bold idea when you are standing on the solid ground of a very strong strategy. That’s why all five of my favourite ads got past the client. The reason these are fantastically successful, while Liz’s policies were a fantastical fiasco, is that these ads don’t deviate from the strong campaign thought that the client bought into, so no-one got spooked...

Guinness - 'Guinness Surfer'

Agency: AMV BBDO

The first ad I’ve chosen still gives me goosebumps when I watch it, and is still the first that comes to mind whenever anyone asks what my favourite ad is - 'Guinness Surfer'. An epic piece of storytelling born out of a beautifully simple line: "Good things come to those who wait."

Honda - 'Honda Grrr'

Agency: Wieden + Kennedy London
Director: Smith & Foulkes
Animation: Nexus Studios
Sound: Wave Studios

Next up is 'Honda Grrr'. W + K’s ‘The Power of Dreams’ was like a masterclass in advertising. An evocative line that was a creative’s dream, because it gave licence to create an iconic ad where a cog sets off a chain reaction one minute, and an iconic ad where rabbits blow up diesel engines in an animated world (accompanied by a wonderfully wistful folk song) the next. With many other iconic ads in-between. Like a beautifully simple press ad where the creative has written in biro on a banana. Which just so happens to be one of my other favourite ads of all time, but if I don’t put a picture of the press ad in this piece then maybe I can squeeze another one in...

Fox Sports - 'Beware of Things Made in October'

Gorgeously simple, brilliantly funny.

EA Sports x The Kiyan Prince Foundation - 'Long Live the Prince'

This one is both heart-breaking and inspiring in equal measures. Not something you equate with advertising. It deftly delivers a powerful message that sits perfectly with the EA Sports brand.

Libresse - 'Womb Stories'

Agency: AMV BBDO
Production: Chelsea Pictures
Director: Nisha Ganatra
Post: Framestore

Finally, womb stories for Libresse. A campaign that proves you can talk about sensitive subjects if you do it with empathy. Something else that Liz could learn a thing or two about...

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Ogilvy UK, Wed, 19 Oct 2022 11:30:03 GMT