Video by The Norwegian Students' and Academics' International Assistance Fund (www.saih.no).
The message: "Imagine if every person in Africa saw the "Africa for Norway" video and this was the only information they ever got about Norway. What would they think about Norway?
The pictures we usually see in fundraisers are of poor African children. Hunger and poverty is ugly, and it calls for action. But while these images can engage people in the short term, we are concerned that many people simply give up because it seems like nothing is getting better. Africa should not just be something that people either give to, or give up on.
The truth is that there are many positive developments in African countries, and we want these to become known. We need to change the simplistic explanations of problems in Africa. We need to educate ourselves on the complex issues and get more focus on how western countries have a negative impact on Africa's development. If we want to address the problems the world is facing we need to do it based on knowledge and respect."
I just think that if companies concentrated on making commercials more interesting, rather than packed full of sales messages that work well in a focus group setting but not so well in actual life, people would stop complaining about advertising and actually enjoy it.
Proof that the most creative advertising happens when committees aren't involved.
It may have taken 10 writers and 3 producers to come up with Jennifer Lopez's hit, "Jenny from the Block", but I've long been convinced that when you look under the hood of really fantastic, creative advertising - the kind that can't help but go viral - you'll find that it was the brainchild of one, or maybe two, people who didn't have to cater to a whole boardroom full of 'stakeholders'.
This ad originally appeared on Craigslist (where it is, inexplicably, currently flagged for removal), but has gone viral simply because of its unadulterated creativity.
Turns out the ad is the brainchild of a couple of 23-year-old friends, Joe (the owner of the car, and an aerospace engineer) and Kyle (a designer who works in marketing). Actually, according to the interview with Jalopnik, I'm pretty sure the ad is almost entirely Kyle's brainchild.
I don't know where Kyle works, but I sure hope he just got a big raise and a promotion. I myself would be happy if I'd just written the copy for this piece, let alone been able to do the copy and the design. But the word 'Jesus' alone would have had this piece kicked out of contention in an 'agency' setting.
BONUS OPINION: While my kneejerk response is to wonder why 'big brands' can't do this kind of creativity, I do wonder whether one of the reasons this ad works is precisely because it's not for a big brand, and you know it was done by 'some guy' on his home computer, just for fun. I suspect that if a mainstream brand tried to do this, and tried to push it through broadcast media channels, it might come off as trying too hard - even if the copy and graphics were exactly the same. Hhmmm.