Page 50 - AdNews magazine Jul-Aug 2021
P. 50

                 Creative Review
AIRBNB — HOST THE WORLD
                       HB: This seems spectacularly dated, having been executed way back in the before times of 2019. The idea of host cities sharing their culture is particularly wrong, given the number of Japanese people who apparently would prefer not
to host a gigantic superspreader event in their country.
BS: I feel purpose-driven businesses, such as Airbnb, can use this moment in sport much more effectively than brands
which haven’t quite yet figured out what their purpose is. While a very much expected ad from Airbnb in tone, look and feel, it made sense and was wrapped up perfectly with their line of “Host the world”.
JM/VO: “Host the world” is such a smart line, and this was the perfect moment to apply it. We just worry the generic sporting imagery and montages will
get lost in the hype of Olympic clutter.
                                                   BRIDGESTONE — CHASE YOUR DREAM, NO MATTER WHAT
Agency: WeAreFearless
HB:AsNikehasshownmanytimes over, there are original ways to tell the triumph and defeat narrative
of sport. But this isn’t one of those ways. Its intent is so transparent, its meaning so overtly telegraphed, its link to the brand so forced.
BS:Oozingwithemotionandshot beautifully, this is an example of
a brand which was able to make a connection between the Olympics, Olympians and their brand ethos. While clearly being an ad, it didn’t feel unnatural for the brand to be
nestledinwithanOlympian,with
the joint statement about chasing dreams feeling natural. Further content where they focus on the stories of their Olympians shows they understood how to effectively use their sponsorship and advertising.
JM/VO: We really enjoyed
the beautiful composition and striking frames in the 30-second spot. The longer form spot taps into an incredible comeback story, but the link back to the brand feels a little tenuous.
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