The Exemplary Child

There's always some sort of conception of what an exemplary child should be (responsible, honest, able to follow instructions...) and what it should not (mischievous, dirty, trouble-maker...). If ad agencies were parents, these next few ads would be considered their "exemplary children":

1. "Promises" for FedEx by BBH, Shanghai

Simply enough, this ad highlights the efficiency of FedEx's new service in China. It brings everyday situations to the small screen to appeal to potential customers; no hassle necessary. For the advertising world, it proves that the shock factor isn't a "must" in ads, and that there are still some good, responsible agencies out there.

2. "All-Bran" for Kellogg's by Leo Burnett, Mexico City

Again, a simple and effective ad. The agency is just promoting the All-Bran cereal by mentioning its super advantage: the power to activate digestion. Not even words are necessary: you know the product and you get the message. Straight to the point.

3. "Stairs" for Hospital Aleman by Saatchi & Saatchi, Buenos Aires:

Another good ad. It has a big image and little copywrite. This one also appeals to relatable situations, and rewards the audience (with a sense of accomplishment, perhaps) because the message not fully expressed, but implied. It's not controversial, just nice and simple.

These ads made me feel relief and sadness. Relief that we (those in the advertising world) aren't as bad as the rest of the world thinks we are. Sadness because the controversial campaigns keep taking all the attention away from these exemplary ones.