Soapbox derby drives H2 ad to head of pack

As the advertising industry eases into 2004, here’s a look at our 5 favorite ads from last year.

General Motors, Hummer: A story on Slate.com in November about the fantastic H2 ad by Boston advertising agency Modernista showing the kid who builds a makeshift H2 to win a soapbox derby was headlined: “Your cheatin’ cart.”

The story said that the problem with the ad, set to the terrific “Happy Jack” track by The Who, is that the kid, who wins by going offroad with his wooden model, is a cheater.

Relax. This ad is about triumph. It’s about a misfit winning the race with his misfit car. It’s about a hero for everyone who dares to be the outsider. From the moment the other kids in their souped-up, traditional soapbox racers snicker at the wooden H2 contraption at the starting line, to the end when the H2 kid looks back at the others eating his dust, you find yourself rooting for the one who doesn’t belong. Refreshingly, it breaks from the drab advertising that envelops much of the car industry.

And by the way, rules in the ad clearly state: “First one down, wins.” You have to give the kid some credit for ingenuity. If there is a flaw it’s that most of us compact drivers aren’t rooting for the showoff in the H2, whose tires appear to be bigger than our car doors. But the ad, shot by “Shine” director Scott Hicks, wins hands down.

– Miller Brewing Co.: There are two business problems with Miller’s “Dominoes” ad from Young & Rubicam, Chicago. First, by telling consumers to step out of the masses to drink what is already a brand geared to the masses, you underestimate the intelligence of your consumer. Then you concede from the start that you’re already not the preferred beer, which, I’m guessing, is right where Anheuser-Busch wants its chief competitor.

That said, the ad featuring people falling over like dominoes to convey that there are choices beyond (implied) Bud Light, is so visually striking that we can’t avert our eyes. And that’s after seeing it dozens of times. The line, “Good call,” first presented to Miller by Leo Burnett several years ago, is a natural. Beer advertising should be entertaining. This ad is. If it isn’t a finalist in the Cannes Advertising Festival this year, blame it on a bad call by the festival jury.

– Budweiser: The first ad spot in the Super Bowl reserved for Anheuser-Busch comes right after kick-off, and rarely does the brewer punt it away. Last Super Bowl was no exception. The ad, a sequel to a previous one in which Clydesdales are playing a game of football, shows the game this time being delayed by a ref, played by a real zebra (of course), who is shown reviewing a play by looking at a TV monitor. A guaranteed laugh at the neighborhood Super Bowl party.

– Nike: Complete with British soccer announcers, Nike’s “Streaker” ad produced perhaps the most memorable advertising line of the year. It comes from an announcer narrating a play-by-play of the streaker dodging the cops decked out in nothing but a pair of Nikes. “He’s off, like a bull with gas.” The ad, once again, showed the versatility of its agency Wieden & Kennedy. Just when you think they’re done topping themselves, they do it again.

– AT&T Wireless: We never did understand the obscure mLife campaign. So we like that Goody, Silverstein & Partners’ new “Reach out” is a throwback to when a phone call meant connecting with someone important with an important message.

With cell phones, AT&T tells us, it’s only the way in which you receive the message that has changed. In one spot, we see a married couple not speaking to each other while on the way to work. Suddenly, the husband bursts into one of her meetings holding up placards reading, “I’m an idiot,” and “I’m sorry.” In reality, she’s reading the text message from her husband on her wireless phone. “For your most important messages,” the narrator says. “Reach out.” Who needs a picture phone anyway?

On the move: Tribune Co.’s national advertising sales organization, Tribune Media Net, is expanding its corporate retail sales unit. Barry Haselden, retail and general advertising manager for Tribune Co.’s Orlando Sentinel, was named managing director of the unit reporting to David Murphy, Tribune Media Net president.