BBDO Russia Group and MTS bought the shortest available duration for the spots on the radio and “tailed” such adverts with its own speeded message: “4G Internet by MTS – super-fast Internet. You can’t tell people about it faster.” Mocking how the disclaimers already sound, and using that to make a point. Very funny, and very smart use of advertising creativity tailored to the media where it resides. In other news, Moscow looks like Stockholm on Steroids, right down to the old-school subway trains and the bombastic subway stations. Remind me to visit.
Some of us are over it though. This campaign is nudging ever closer to its sell by date, which is a shame in itself as it was so fresh when it first began. It’ll never be predictable, and marrying the two opposites is exactly where they should be now. In fact – somewhere I think someone is trying to sell a full length movie with these two characters.
The London Underground will go on strike, during the hottest month of the year, and still people will need to get to and from work and other places. Enter this antiperspirant brand “Sure” topical ad campaign, telling people that even if the tube stops, they don’t have to. They might bike, walk or take one of those silly little scooters to work, and if they do they’ll need a good antiperspirant considering the heat. “However you beat the tube strike, Sure keeps you fresh with every move”.
I like how this spot goes from cutesy to pervy when the dad picks up the X-ray glasses at the end and checks out his lady woman and is all like “Imma be ‘transparent’ with you, tonight.”
It helps offset the saccharine qualities of this spot like the stock music and the “pleasant mom” vo.
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