The Fireman – Bar One 2015 | Clapboard Ad Archive

Persil’s 2018 campaign The Professional, crafted by DDB for the United States market, stakes a claim in the household product category by foregrounding the brand’s ProClean formula and its promise of delivering 10 Dimensions of Clean. This film campaign centers on a partnership between the brand and Bill Nye, widely known as The Science Guy, whose established authority in science communication lends an essential layer of credibility to Persil’s performance claims. By positioning Bill Nye alongside the eponymous character The Professional, the campaign employs what Clapboard’s taxonomy identifies as FORMAT#8—ONGOING CHARACTERS OR CELEBRITIES—to drive brand recall and trust through a familiar and trusted figure. This approach transcends conventional detergent advertising that often relies on either purely functional demonstrations or emotional storytelling by marrying scientific rigor with accessible narrative. The campaign’s narrative unfolds as a dynamic exploration of Persil ProClean’s cutting-edge formula, educating consumers on the tangible benefits and technological advancements embedded in the product’s cleaning capabilities. Within a fiercely competitive landscape where Persil contends with entrenched incumbents like Tide, known for its stain removal prowess, Gain, which emphasizes fragrance, and Arm & Hammer, promoting natural ingredients, The Professional distinguishes itself through a rational, science-led positioning. The campaign’s use of a scientifically credible spokesperson not only reinforces Persil’s innovation credentials but also targets discerning consumers who seek transparent, performance-driven solutions in home care. This narrative strategy is supported by a strong creative execution that balances technical detail with engaging storytelling, ensuring the message resonates beyond mere claims into the realm of consumer trust. The Professional attracted substantial attention, reflected in over 2.9 million views on YouTube, confirming its reach and relevance. Clapboard rates this campaign 67 out of 100 in its global creative archive. This campaign matters to the industry because it demonstrates how science-based authority can be harnessed effectively within household product marketing to elevate brand differentiation in a category where functional benefits are paramount.

Leica's "100" campaign, launched in Brazil in June 2015 and created by Saatchi & Saatchi, celebrates the iconic brand’s centennial milestone alongside the opening of the Leica Gallery in São Paulo. This evocative film campaign pays homage to Leica’s rich photographic heritage by meticulously recreating 35 historical Leica photographs, highlighting the brand’s enduring legacy in the electronics and technology industry. Through a powerful visual narrative, the campaign not only commemorates 100 years of innovation and craftsmanship but also connects with both photography enthusiasts and new audiences by showcasing timeless moments captured through Leica lenses. Distributed primarily via film media, the campaign reinforces Leica’s prestigious positioning as a pioneer in photography while fostering deeper emotional engagement with the brand. With over 584,000 views, 3,700 likes, and more than 100 comments, the campaign demonstrates considerable audience resonance and digital engagement, reflecting Leica's ability to inspire a global community of creatives and collectors. By blending historical reverence with contemporary storytelling, the "100" campaign reinforces Leica’s commitment to its heritage while opening new avenues for brand connection and cultural relevance in the competitive technology and electronics market.

Butterflies, the 2016 campaign for King Price Insurance crafted by South African agency Halo, takes an unorthodox route through the finance sector by anchoring its creative in the universal and visceral anxiety that surrounds insurance decisions, translating these internal jitters into the strikingly familiar metaphor of butterflies-in-the-stomach. Eschewing predictable problem–solution tropes or heavy-handed rational arguments typical of the banking and finance category, the film instead leans hard into narrative symbolism, using visually evocative storytelling to channel the consumer tension that often goes unaddressed in insurance advertising. This strategic choice—what Clapboard’s 12-format taxonomy would classify as FORMAT#3—Symbolize the Problem—distinguishes King Price Insurance’s marketing from major competitors: whereas OUTsurance foregrounds product innovation and rewards, Discovery Insure ties premiums to behaviour, Santam leans on trust and heritage, and MiWay pushes digital convenience, Butterflies makes the lived emotional reality of its audience the centrepiece rather than the afterthought. The campaign’s sensitive read of its market context emerges in both creative and messaging: South Africans negotiating an environment marked by economic volatility and risk aversion are met with a narrative that acknowledges rather than denies their apprehension, positioning King Price Insurance as both responsive and genuinely customer-centric. The agency’s decision to foreground metaphor over demonstration results in a film that forges affinity by reflecting—not flattening—the complexity of financial choices, and underscores the brand’s commitment to breaking from transactional coldness through its promise of adaptive pricing and ongoing fairness. In a sector awash with boilerplate reassurance and problem-resolution arcs, the Butterflies approach resonates as a considered bet on empathy and emotional intelligence, sustaining the viewer’s attention not by providing all the answers, but by validating the uncertainty that drives their need for protection in the first place. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, this work matters because it demonstrates that reframing emotional entry points to financial products signals a meaningful evolution for brands seeking deeper resonance and lasting differentiation.

The campaign The Lone Ranger, launched in the United Kingdom in December 2017, was developed for the brand Aromat by the ad agency MOFILM. This engaging film campaign, situated within the food industry, brings to life a dramatic and entertaining showdown between two characters, The Lone Ranger and Miellie Mike, who face off in the ultimate battle, leaving audiences captivated by the question of who will emerge victorious. Through its singular media asset, the campaign effectively leverages storytelling and brand positioning to create a memorable narrative that highlights Aromat's distinctiveness and appeals to consumers seeking bold flavors. The creative use of the duel metaphor energizes the brand's messaging, reinforcing its identity in a competitive market by embodying a sense of excitement and challenge. Overall, this campaign demonstrates a strategic blend of visual storytelling and brand engagement designed to resonate with food enthusiasts and solidify Aromat's presence in the UK market during 2017.

The campaign 3 second cooking - shrimp, 3 second cooking - dumplings, launched in Japan in June 2015, was developed for DoCoMo by Tokyu Agency. This innovative film campaign leverages quick, engaging cooking visuals to create a memorable connection between everyday convenience and cutting-edge technology, aligning with DoCoMo's position in the electronics and technology sector. By featuring mouth-watering images of shrimp and dumplings, each prepared in just three seconds, the campaign effectively symbolizes speed and efficiency—core attributes associated with DoCoMo's services. The use of film as the medium allows for dynamic storytelling, capturing viewers' attention quickly and driving home the seamless user experience promoted by the brand. The two media assets complement each other, reinforcing the campaign's narrative and enhancing brand recall through repetition and thematic consistency. Positioned in a highly competitive market, this thoughtfully executed campaign aims to strengthen brand affinity by appealing to consumers' desire for smart, time-saving solutions. Through its creative approach and clear messaging, it underscores DoCoMo's commitment to innovation while highlighting lifestyle relevance, thereby fostering a deeper emotional connection with both existing customers and potential new audiences. { "campaign_title": "3 second cooking - shrimp, 3 second cooking - dumplings", "publication_date": "June 2015", "country": "Japan", "brand": "DoCoMo", "agency": "Tokyu Agency", "medium": "Film", "industry": "Electronics, Technology", "media_assets_count": 2 }

Nobody's Memories is a powerful and emotive film campaign launched in 2015 for PFLAG by the ad agency FCB, aimed at advancing the cause of same-sex marriage equality in the United States. Positioned within the Public Interest sector, this campaign pays tribute to those who were historically denied the legal right to marry as well as to individuals still facing barriers today. It encourages viewers to share their personal love stories, wedding photos, and videos on social media platforms such as Instagram and Twitter using the hashtag #lovemadelegal, fostering a sense of community and activism around marriage equality. The campaign also drives direct engagement through a petition hosted on Change.org, urging people worldwide to support the legalization of same-sex marriage. With a single impactful media asset, Nobody's Memories harnesses the compelling medium of film to evoke empathy and inspire action, successfully capturing public attention with over 138,000 views, more than 1,000 likes, and numerous meaningful comments. By combining emotional storytelling with a clear call to advocacy, this campaign effectively bridges awareness and participation, reinforcing PFLAG’s commitment to equality and inclusivity.

The campaign Pierre, Steve, Melvin, created for the brand Samdex by the ad agency Jandl, launched in Slovakia in June 2015, stands out as a compelling example of effective storytelling within the Retail Services industry. Utilizing the Film medium, this campaign comprises three distinct media assets that collectively communicate the brand's message with clarity and emotional resonance. A highlight of the campaign is the piece titled SAMDEX - Baggage Handlers - Pierre, which earned a Bronze Cannes Lion award in 2015 in the Film category, underscoring its creative and strategic excellence. Delivered in the Slovak language, the campaign successfully engaged a local audience, garnering close to 29,000 views, alongside positive recognition reflected in 32 likes. While the campaign did not receive comments, the recognition through the Cannes Lion award and online engagement metrics signify its significant impact in the market. This campaign exemplifies how Samdex leveraged authentic, relatable narratives centered around baggage handlers to elevate brand relevance and emotional connection with consumers in the retail services space. The combination of strong visual storytelling, expert filmmaking, and strategic media placement enabled the campaign to resonate deeply within its target demographic, demonstrating the power of well-crafted advertising to cultivate brand affinity and visibility.

The Jackpot campaign, launched in Mexico in April 2015 for the brand AMIS and developed by the agency Ogilvy, stands as a compelling example of strategic communication within the finance sector. Utilizing a single film medium asset, the campaign effectively captures the attention of its target audience by blending emotional resonance with pertinent financial themes. Through visually engaging storytelling and a focused narrative, the campaign aims to highlight the brand's value proposition while building trust and credibility among potential customers. The creative approach balances informative content with an aspirational tone, encouraging viewers to consider the benefits of AMIS’s financial offerings in a relatable and memorable way. By leveraging the power of film, Jackpot not only enhances brand recall but also fosters a deeper connection between the audience and the brand’s message, positioning AMIS as a reliable choice in the competitive finance industry landscape. This campaign exemplifies how tailored media strategies can elevate brand presence and influence consumer decision-making effectively. { "campaignTitle": "Jackpot", "country": "Mexico", "publishDate": "April 2015", "brand": "AMIS", "agency": "Ogilvy", "medium": "Film", "industry": "Finance", "mediaAssets": 1 }

In July 2015, Neato Robotics partnered with the creative team at Doner to launch a distinctive film campaign that expertly captures the innovative spirit of the Electronics and Technology industry. This campaign, featuring five unique media assets, leverages compelling storytelling and engaging visual narratives to highlight Neato Robotics’ cutting-edge solutions in home automation. With creative titles such as Late Night Snack, One Night Strand, Hippie Pinata, and Card, the campaign explores various facets of the brand’s identity, blending relatable scenarios with the futuristic appeal of its robotic technology. The campaign’s strategic use of film as a medium allows for an immersive experience, effectively communicating Neato Robotics’ commitment to convenience, efficiency, and smart living. By combining playful and imaginative themes with practical demonstrations, the campaign resonates with tech-savvy consumers and positions Neato Robotics as a leader in the home robotics market. The collaboration with Doner showcases a sophisticated integration of brand storytelling and technology-driven innovation, elevating audience engagement and reinforcing Neato Robotics’ market presence through a visually striking and emotionally appealing marketing initiative.

The Bike campaign, launched in the United States in July 2015 for Krylon by the agency Deutsch, showcases an innovative approach within the House and Garden industry through its compelling film medium. This campaign leverages Krylon’s expertise in spray paints to creatively highlight the transformative power of their products, using a bicycle as a central motif to symbolize freshness, vibrancy, and renewal. The visual narrative strategically connects with homeowners and garden enthusiasts, illustrating how Krylon’s offerings can revitalize everyday objects and outdoor spaces with ease and style. By focusing on a relatable, dynamic object like a bike, the campaign effectively captures attention and reinforces brand identity as an enabler of personalization and creativity in home improvement. The choice of film as a medium allows for an engaging storytelling experience, combining vivid imagery and emotional appeal to leave a memorable impression on the target audience. Developed by Deutsch, the campaign aligns Krylon’s product benefits with the aspirational desires of modern consumers who seek both functionality and aesthetic enhancement in their living environments. This integrated creative effort serves to strengthen brand positioning in a competitive market by blending practical application with artistic expression, making Krylon not just a paint brand but a partner in lifestyle and self-expression. The singular media asset encapsulates the campaign’s core message, delivering a concise yet powerful visual story that underscores Krylon’s role in transforming the ordinary into the extraordinary within home and garden settings.

The Breakdancing girl campaign, launched in the United Kingdom in July 2015, showcases Persil's commitment to innovation and energy within the House and Garden industry. Created by the esteemed ad agency Lowe, this film medium campaign creatively captures attention through dynamic storytelling centered on a young girl breakdancing, symbolizing freshness and long-lasting cleanliness—core values associated with Persil. The campaign cleverly uses movement and rhythm to convey the durability and effectiveness of the product in everyday life, emphasizing how Persil empowers consumers to embrace life's active moments without worry. With its vibrant visual narrative and relatable theme, the campaign successfully connects with a broad audience, reinforcing Persil's position as a trusted brand in household cleaning solutions. Presented in English and supported by a single powerful media asset, the campaign garnered significant engagement online, accumulating thousands of views and an appreciative following. This piece not only highlights creative excellence from Lowe but also underlines Persil’s messaging of performance and vitality in a competitive market. The Breakdancing girl campaign remains a memorable example of how advertising can blend lifestyle elements with brand storytelling to create inspiring and effective communication.