1. BBDO (Germany). Mercedes-Benz. This is from a recent campaign for the new "danger-detecting" model. It takes a simple sentence that most everyone sees or hears and turns it into something more powerful - a warning of a danger that might be faced. I like this campaign because it reminds you that accidents can happen everyday and without warning, usually when you are doing simple driving tasks. It gives you an example of why the danger-detecting software would be useful, almost invaluable. It took something simple (small) and turned it into something bigger.
2. Saatchi & Saatchi (Singapore). ESPN. I like this one a lot. Sometimes we never stop to think about all the little details and movements involved in a simple sports wave. The entire performance depends on the accuracy and awareness of each individual participant. If one is off, or refuses to leave the seat and enter into this right of passage, the whole thing is ruined. The ad makes the wave even more epic, inspiring even. Little details, big picture.
3.
TBWA (NYC). Sony Bravia. Of course, I had to include this campaign in my post - it's a great example of the theme I am trying to describe. All the little bouncy balls are meant to represent all the little pixels of color that come together to create the brilliant display that is a Sony Bravia LCD TV screen. This ad is so beautiful and transfers the idea of beauty to the product. By focusing on the small parts that make up the TV screen, instead of the screen itself, Sony Bravia was able to separate itself from other TV ads and create an eloquent yet good-humored personality for its product - not to mention that it is a pleasure to watch.
Overall, breaking down something large can help you find the nugget of information that you are looking for in a campaign. Sometimes we tend to get caught up in the finished product and lose sight of the details that got us there. We forget that the small things are what are truly important. Where would the products be without them?
