Despite it being only the 6th day trapped on this desert island, it feels like my 16th.. But mercifully, this shall be my last day dear reader.
I waded out into a lagoon to go fishing and was slashed across the belly by a swordfish. To add insult to injury, I trod on a highly toxic stone fish as I stumbled through the shallows back to shore.
I’m now bleeding out on the beach.
As the poison takes hold, I find my phone and tap the EXACT YouTube URLs of my 5 favourite ads, so I can watch them before I die..
Desert Island Ads
Adidas – British Lions 2005 tour
Like a lot of creatives, I love sports ads. When I was a kid, I loved football ads as much as people loved Star Wars. But it’s this deep-cut rugby ad for Adidas that makes the list. Set somewhere everyone has been; a game of Bulldogs! Shoutout to the editors of this beauty; even the 3 minutes+ long version keeps you glued; it’s a masterclass in simple storytelling, simple and a simple idea; whether you hate rugby or know every player in this film. That brilliant music track is the egg-shaped cherry on top.
B&Q – Build a Life
So I’m watching these ads on my phone, which implies I could scroll through my camera roll looking at pictures of my family before I die. But instead I choose an ad that reminds me of family. The music, the joyous home footage, the line “You don’t buy a life, you build one’. It’s a gem.
Guinness – Quarrel
Ok, I’m losing a lot of blood, I don’t think I have much longer… So rather than remember my friends by scrolling through our funny WhatsApp groups, I watch a wonderful ad about friendship instead. I’m sure the usual Guinness ads make these lists a lot, but wanted to give this one some love. The performances in the final bar scene are wonderful, which you’d expect from the Oscar nominated Fassy-B.
Liquid Death – Death Dust
I need to laugh before I die guys. I don’t really like funny ads as I feel like even the greats are funny… for an ad. But this silly Liquid Death film starring Ozzy gets me every time. It’s a great use of a celebrity’s reputation and a great performance from him (RIP Ozzy). Despite it being AGONY to laugh due to the swordfish gash. I still do.
KFC – Secret Menu
Moments from death, I thought it important to get an activation in there; a nod to my roots in digital. I think KFC Secret Menu is just the perfect activation. It feels as cool as a fashion drop & as fun as a secret shortcut on a computer game. Whilst films are great, activations like this show digital’s unique ability to talk DIRECTLY with audiences.
It’s not lost on me how bleak it is watching a fucking advertising case study with my final breaths, so I quickly re-watch the Liquid Death film, order a Beese Churger, Face Time my kids and then die.
Dan Jones, is a senior creative at TBWA\London.
