The 5 Best New Video Ads: Durex, Pepsi MAX, Bavaria Radler, Chanel, Beats by Dre


ADOTAS – Adults fool around in bus stops, Keira Knightley rides a speedboat and an ageing Marilyn Monroe rubs sunscreen on Tupac Shakur. Yes, it’s just another week in Adland. We have selected our favorite social video campaigns from the last seven days and handily placed them all in one blog post.Enjoy!

5. Durex, “#TurnOffToTurnOn”

We’re all familiar with the tractor beam allure of our little glowing screens. On the bus, watching a movie, at a funeral (well, not me personally), it seems that we can’t tear ourselves away from our devices long enough to even look at our loving partners.

That’s what Durex is saying at least, and they know a thing or two about intimacy. In their new spot, “#TurnOffToTurnOn,” the brand shows the bleak relationship wasteland that our technology-saturated culture has produced. Can’t a couple of young lovers ride a carousel anymore without stopping to check their Klout score?

But there is a solution. On March 29, Earth Hour asks that we turn off our technology for, you guessed it, 60 minutes. As Durex’s title suggests, they’ve got some friendly suggestions for how that hour be spent. While I’m not sure whoever runs Earth Hour expects everyone to be in flagrante the whole time, seems like two birds with one stone to me.

4. Pepsi MAX, “Unbelievable Bus Shelter”

I’m not sure what it is about bus shelters that gets brands’ creative juices firing, but I’m not going to question it. We’ve raved previously about Photoshop and Duracell’s transport-transforming efforts, and now Pepsi Max have thrown their hat into the ring.

The soft drinks brand have cleverly added a little magic to the doldrums of the commute. Giant robots, errant UFOs and rampaging tigers all appear to give members of the public the giggles.

As always, the best part of these ads is the participants’ responses and ‘Unbelievable Bus Shelter’ takes off as soon as the commuters figure out how the trick works. From there, you just get to see fully-grown adults goofing around and that’s never a bad thing.

3. Bavaria Radler, “Elvis”

Okay, here’s a seriously weird one. Dutch beer brand Bavaria Radler’s spot begins like many of its ilk, with a woman carrying a tray of beers towards a stranger on a pristine beach. So far, so typical. Yet who is this man of mystery? That’s right, it’s only Elvis Presley himself.

In a fit of conspiracy-creation typical of most natural disasters, Bavaria Radler proposes that not only are Marilyn Monroe, Bruce Lee, John Lennon and, of course, the King still alive, they actually live together on the same gorgeous island. Who would’ve known?

While it’s unclear what this motley crew of not-so-dead celebrities do other than drink beer all day, it raises so many other questions. Where is this island? How did they get there? And are Kurt Cobain and John Lennon really having a bromance?

If you ever wanted to see an aged Marilyn rub sunscream on Tupac, then get ready to have all your dreams come true.

2. Chanel, “Coco Mademoiselle”

Fashion and perfume spots are the quantum physics of the advertising world – no one quite understands why or how it works, but as long as it gets results, we’ll just keep nodding along.

Case in point: Chanel’s push for their latest perfume, Coco Mademoiselle, starring Keira Knightley. I genuinely have no idea what’s going on in the first half of this advert. Set to The Zombies’ “She’s Not There,” a man who looks suspiciously like Tom Ford enters a futuristic party made of brushed chrome and complex LED screens. Because, why not.

Then there’s a disagreement between not-Tom Ford and Keira, who’s watching over proceedings like Zeus on Mount Olympus. A bottle of perfume trades hands, but before our hero can reach Keira, she first dematerialises and then turns into some kind of metaphysical boxer. I really hope you’re following this.

Finally, there’s a very well-shot tableau of Paris’ Pont des Arts and Keira racing away in a speedboat. All in all, the whole spot is as beautiful as the Bond film ‘Quantum of Solace’ and makes about as much sense.

Beats by Dre, Hear What You Want

We all get stage fright from time to time, even those of us who are multi-millionaire star football players. In their spot, headphones brand Beats by Dre use FC Barcelona’s Cesc Fabregas to show the inspirational power of music (or noise cancelling, at least).

Driving through Madrid on the way to a match, young Fabregas looks doubtful as sirens wail, banners fly and fans charge outside the confines of climate-cooled coach. However, all fears are assuaged when he throws on his wireless headphones and listens to an absurdly appropriate psyche-up song.

While the ad informs us that listening to inspirational music can improve any intimidating situation, I’m not sure how far this is true. I keep trying to put my headphones on during exams, and they just keep disqualifying me. How’s that for a mixed message?

— Jamie Fraser



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