Monday, July 9, 2012

The World's Best Commercials, 2011-12 (15 Gold Winners In Film and Film Craft from Cannes)

It is rare that people get a chance to experience the very best of anything the world has to offer. Some get to travel in the best of style or hear live music from the world's greatest recording artists, while others experience the finest cuisine from the imagination of the greatest chefs. However, do you know that most people experience the best commercials and media advertising the world has to offer?

Since the dawn of television in the last century, we have grown accustomed to seeing commercials and expect the best from advertisers. Everyone is a critic. Its funny how we remember the lousy ads on tv or in the theatre before a movie. Consider how many commercials come and go without even a second thought or mere consideration? Of the hundreds of submission to Cannes, there were only 15 selected, considered to be the best commercials in the world.

Even though they are all impressive, here are my favorites because of their imagination, cleverness in branding and use of technology in storytelling.

(Odyssey of Cartier)

I "liked" this commercial because not only can we get a behind the scenes of how an award winning commercial is made but as "content creators", we can be inspired by cutting edge technology.

Working With HTML5

Doritos is known the world over as one of the strongest brands in snack and creating memorable commercials. I'm sure you have heard of the term Transmedia but what does it really mean? Transmedia storytelling (also known as multiplatform storytelling) is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies (this would include social media). 

More brands are using Transmedia because "the message" (content) are not only linked together (overtly or subtly), but are in narrative synchronization with each other. 

The Rise And Fall Of Esteban Ortega is just the beginning of how advertisers will reach their audiences using a transmedia model.

In conclusion, there's been a lot of talk in the past few years about how digital advertising is usurping traditional "television" advertisements. The reality is both industries are growing as social tv and the various digital platforms continue to emerge in a dynamically social environment.

With that being said, here are some of the...

Want to see the other commercials that made the worlds best?

Check them out at Adweek.

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