Ads during the Olympics are such a treat; it’s like watching the best ads of the Superbowl, but on a worldwide scale that lasts a few weeks. I love both of these ads for different reasons – the innovation behind AT&T’s “The New Possible” campaign was super impressive. Incorporating real, record-breaking Olympic results seamlessly into the ads was such a smart way to showcase AT&T and celebrate big Olympic wins in the U.S. Check out how they did it on FastCompany. On the flip side, the P&G “The Best Job” ad is one of the most touching commercials of the year. I love how it includes different sports and different cultures, but portrays how universal a mother’s love and dedication is. Though no products were prominently shown in the commercial, it still beautifully represented P&G and its family of brands.
Samsung took a huge risk by choosing to capitalize on the hype and buzz surrounding the new iPhone 5. Rather than sitting back and letting the new Apple launch dominate headlines, Samsung proactively inserted itself into the conversation and made a bold, splashy statement. It’s not a secret that Apple users are uncharacteristically loyal, and Samsung not only made some question the supposed “greatness” of the new phone, but also made Apple fans look ridiculous for waiting in line for something competitors already make. I am a reasonably satisfied iPhone user, but I haven’t been blown away by any of the company’s recent launches. Samsung won’t ever convert the diehard Apple fans, but they are successfully targeting people like me who like their iPhones, but don’t think they’re light years greater than other alternatives.
Expedia also chose to make a bold statement, but in a different, much more meaningful way. Documenting the story of a dad’s emotional and deeply personal journey to find his understanding regarding his daughter’s same-sex marriage, the message was poignant, sweet and incredibly moving. I’m glad companies like Expedia and Oreo are openly endorsing same-sex marriage and I consider this commercial a huge win in the fight for same-sex marriage and equal rights. Not too long after that ad ran, Expedia created a “Find Your Strength” commercial sharing the heartbreaking story of a young cancer patient who found strength in her best friend who she met at St. Jude’s. This one’s a tearjerker, but an uplifting, inspirational one. In response, Expedia is matching donations to St. Jude’s on its website.