Best new creative ads: ChatGPT, Legora, Coca-Cola and more
I attempt to share a curated list of clutter-breaking creative ads, every week. This week, lovely ads from ChatGPT, Legora (an AI platform for lawyers), Coca-Cola ad for FIFA World Cup and more.
ChatGPT: Bala vs Waterfall
Every major LLM brand is on a mission to ‘educate’ users on how best the platforms can be used. Earlier search engines gave us information to specific questions mostly pertaining to general knowledge. Google managed to weave in emotional stories around the power of search or position as a useful companion or guide. Now LLMs are ‘prompting’ users to treat the platform almost like a life advisor – showing the way to handle any situation. A new ad from OpenAI’s ChatGPT caught my for the intrigue it builds up and the reveal: how you get an elevated status in other people’s eyes when you solve a problem which affects everyone. The everyday situation and the non-model like casting makes it an enjoyable, relatable ad.
Agency: Hue & Why
Legora: law just got more attractive
I love it when category codes are broken. B2B advertising is considered ‘boring’ and impossible to create any interesting creative. Legora, ‘collaborative AI powering lawyers‘ breaks the rule through a global campaign that’s making waves. Here’s what the agency says:
To be or not to B2B, that’s the question. Since there isn’t a playbook on how to catapult legal AI trailblazer brands onto the global scene in less than 24 hours, we had to write our own. So here it goes: Wordy scripts, SNL-legend Rhys Thomas, a very brave client or two, sunshine in LA, Stink, an Oscar-winning DOP, lots of legal lingo, an attractive man called law, and finally – doubling down on wit, humor and silliness in a category that traditionally takes itself oh-so-serious. Something like that. Because at the end of the workday, people are still people. And even a collaborative AI-driven platform needs a bit of human touch to break through the noise. Thank you Legora for the ambition, the optimism, and the trust.
Loved the focus, simplicity and silliness of it all. The top notch production quality and the bigness of the outdoor campaign, makes it impossible to ignore.
Agency: Åkestam Holst NoA
Uber Bike: rap for price point
Leading with ‘low price’ risks ‘cheap’ connotations. A new ‘anthem’ film for Uber Bike’s Rs.25 price point for a 3km ride has stylish production values, great art direction and a rapper (who I assume is well-known to fans of the genre).
Agency: Talented
Runway ML: The Watch
The production values of this film, for Runway ML, does make one wonder at the improvement in video quality of AI-generated content. But it is still the central idea that makes it a compelling watch [no pun intended]. The plot suggests that dialling up or dialling down ‘time’ could benefit the protagonists depending on the context.
Holland & Barrett: back your body
Add this to ‘AI can’t do this’ [yet]. An outdoor campaign to drive home the ‘back your body’ theme created alphabetical art from body parts shot & placed cleverly. A show-stopper.
Agency: Lucky Generals
Walls: LickScrolling
The undeniable truth: what scrolling is to social media, licking is to ice cream – both are intuitive gestures. A new TikTok campaign for Magnum ice creams marries the two thoughts: apparently the licking gesture triggers scrolling of content on the phone screen. All this for a chance to win a year’s supply of ice cream. Madness of modern technology and behaviour on digital platforms.
Agency: LePub
AXA: Women’s Rugby
Talk about tackling stereotypes. A 3-min film traces the history and familiar attitude to women’s sports in general and rugby in particular. The film has the characteristics that make us root for the underdog especially in the face of unfair criticism and sexism.
Agency: Publicis Conseil
Jeep: Silent Edition
What a refreshing perspective to highlight the quietness of Jeep’s hybrid model. A photojournalist recounts how her car ‘not’ making a noise helped her get great shots of wildlife in the outdoors.
Agency: Publicis Canada
Nivea: protection is human
A simple but deep visual that conveys the generic benefit of a category. The big brand stature helps and evokes the emotional parental instinct in us.
Agency: Jung von Matt
Clear: prevention is better than cure
A lovely demonstration of ‘prevention being better than cure’. An ad for scalp care dramatises what can go wrong: that space can then be reserved for skin care.
Agency: Ogilvy
Coca-Cola: Uncanned Emotions
Okay it’s a big familiar brand with budgets, association with FIFA and all that but still the anthem film has to be interesting and ‘made for repeat value’. A new film for Coca-Cola ticks all the boxes, cleverly juxtaposing the product with matching football commentary as if that’s the hero of the game. Nicely done.
Agency: WPP
Galp Electric: recharging
Not sure when this was released but came across this on LinkedIn. Clever way to cue the many ways in which ‘recharging’ happens at a charging point.
Which one was your favourite? Do comment in.