Page 58 - Adnews Magazine January 2022

Creative Review
INSTAGRAM
Creative Agency Johannes Leonardo
JW: There’s a lot going on here. Slick visuals, I’ll give them that. But those visuals combined with sound bites of multiple voices answering random questions makes for a slightly confusing communication. It feels messy — like a cloudy dreamlike state I wish I could wake up from. If the point of this spot was to inspire me to use Instagram to reach my own potential then I didn’t feel it. However, what I did feel is that Instagram exists and some people like it, kind of. But they only use it at night.
RC: This ad has a very dystopian feel to it that made me feel anxious, as though I was being sucked into an episode of Black Mirror about some kids who’ve become trapped inside a social media platform. Maybe Gen Z are into that kind of thing, though?
YUBO
Creative Agency Koto
I’m sure the concept was tested thoroughly so who am I to say?
AD: We have a big idea! Thankfully this work was part of this review,
JW: I feel they didn’t use the time well enough to tell me why they’re different and why that matters. Supers over visuals of kids. Pretty straight. I paused when all those stickers/speech bubbles popped up on screen.
so I don’t just sound like a jaded creative director. Instagram demonstrates a real understanding of the value they create in
people’s lives, they also show an
My favourite bubble was “Let’s watch YouTube’. A call to arms to leave Yubo before you’ve even downloaded it. Nice.
RC: I’m a 39-year-old dad so I’m not exactly down with the kids
understanding that every channel requires a different approach best tailored to the medium. This work stands out for its insight, beautiful craft and authenticity of voice.
these days, but this is pretty lame. I had to Google what Yubo was after watching this one, which made me realise this was probably a bit of
a whitewashing response
to all the “Tinder for teens” criticism. I say whitewashing, but it’s more nauseating pastel tones washing, if there is such a thing. I’m glad me and my mates were able to enjoy our teenage years in the ’90s.
AD: In a word, this is just lame. Fake model types, dressed
off the back of a Big W sale, laughing, piggybacking and basically just life-styling their way through 30 seconds of my time I won’t get back.
I guess, you get what you pay for, so on the upside they shouldn’t be out of pocket too much on this.