Nike - Write the future
Nike's TV campaign for the 2010 Soccer World Cup was one of the main reasons that it successfully usurped actual event sponsors Adidas. The campaign was viewed on YouTube by over 20 million people. According to a Nielsen survey that tracks brand buzz (by examining brand references in blogs, online message boards, and social networking sites), Nike enjoyed more than double the share of buzz associated with the World Cup than its rival Adidas (30.2% share of buzz vs. 14.4% respectively).
(source: Harvard Business Review Online)
Nike ‘Write the Future’ by Wieden + Kennedy Amsterdam and Independent, London.
This ad seeks to demonstrate why men look better in slow moment - the backing music makes this ad. A bit drawn out for my liking though. Check out the dancing man in the striped tee - a dead riger for Jack Black.
Fosters ‘Slo Mo’ by Clemenger BBDO Melbourne and Plaza Films.
Lynx/Axe - Dry
In traditionally cheeky style - Axe (Lynx) campaigns to stop "Premature Perspiration".
Unilever ‘Premature Perspiration’, by Ponce Buenos Aires and Primo.
Chrysler "Born of Fire"
Featuring Eminem and his music this ad trys to add cool factor back to Chrysler and plays on American pride. The execution couldn't be further away from the other car winner VW "The Force" - also worth a watch.
Chrysler ‘Born of Fire’ by Wieden + Kennedy Portland and Serial Pictures.
Scope "See the person"
One of two not-for-profits that made the Top 25 honors. This one is from closer to home
Scope ‘See the person’ by Leo Burnett and The Pound in Australia. (NZ unfortunately didn't do as well as past years at the 2011 Cannes Lions - ending up with a few Bronzes but missing out on grand prizes)
Skittles - Touch the Rainbow
Clever idea to involve the watcher - can't help feeling like it could have been pushed further with more than one "touch point".
Skittles ‘Cage Cop’, ‘Hitchhiker’ and ‘Cat’ by BBDO Canada and OPC Toronto.
Google Chrome - Speed Test
Lastly I've included this one because it's obviously good but more interestingly it was the only winner that demonstrated a clear product based USP (unique selling proposition) - the speed of Google's Chrome. The other ads seemed to rely on the execution alone to support the brand rather than telling me anything that was particularly special about the product (how are slow mo men convincing me that the beer is going to taste good - guess that's hardly the point though!).
Google ‘Chrome Speed Tests’ by BBH New York and First Ave Machine.