DDB's Sol spots are odd, but in a good way

Most ads that attempt to be weird fail for one of two reasons. Either they're trying too hard and feel forced (like the crappy series with Jack in the Box's round-headed mascot) or they don't go far enough (like Old Navy's SuperModelquins, which are hardly weird at all). When the proper balance is achieved, however, it can be a thing of beauty. Which brings us to Sol beer's campaign from DDB Argentina. See all three ads here. They manage to be weird in an endearing way, appear well targeted to its audience and never overpower the brand. They're weird with you, not at you. They're almost parodies of weird ads, taking the familiar elements that fall flat in other spots and doing them just right. Male bonding over suds and soccer is the general theme. But "Hugs," above, doesn't head where you'd expect, "Pep Talk" really scores on the field. And you'll lap up the stupidity of "Weird." Don't worry, the ads are better than my commentary on them. Hmm, three entertaining spots from DDB. Now that's weird! Via Ads of the World.

—Posted by David Gianatasio

Published on March 13, 2009 | Permalink | Comments (1)
Filed under Alcohol, DDB, Gianatasio, Soccer, Sol