The best ads highlight the human element in all of us, even even if it’s Gregor Fisher’s famous combover for Hamlet. We feel something or other positive about the brand because it’s on the same wavelength as we are.
Mostly we get examples of gleaming modernity, elevating technique to the max and leaving us humans out of it. Hardly surprising that Sony’s new PS5 campaign, showcasing its new games, is another example of this – increasingly gamers seem to inhabit an A! universe.
Every so often though something does come to along to surprise us and, as ever these days, a tech giant is involved. Uber, after a rocky start, is now a massive global force, anticipating a world where everybody travels on an uber something or other, no driver needed (probably.)
Yet it gets its message across using tried and tested, human appeal advertising. As here from Serviceplan in Germany, an agency which seems to get better and better.
We’ve all been there – which wouldn’t make a bad criterion for most ads.
MAA creative scale: PS5 – 5; Uber Germany 9.
