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