We sure love to talk to ourselves. If you asked any consumer which ad qualifies for the “ad of the year” would this Oreo idea surface on anyone’s radar? Has anyone even heard of it that doesn’t work at 360i? Or mondelez?

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A classic ACD move: not understanding the strategy or audience from the start. Who do you think reads/cares about the AdWeek Twitter content?

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@SC1: nope. And let’s do it: “We sure love to talk to ourselves” Here OP provides a screenshot of an industry outlet talking to other industry people (the followers). “If you asked any consumer which ad ...” This is the whole point, that the ads that are referenced in the tweet would probably not be known to anyone outside the industry. Let alone be considered the years best. This is also where SAD got the post wrong, thinking OP insinuated that your grandma is the target audience of Adweek. Which of course she isn’t, but that’s besides the point. Thank you for coming to my TED Talk.

likefunny

‘Meaningless work’ Honestly, the salt from some of the people on here that almost certainly didn’t make anything as interesting this year. This ad was a hit by every metric. Engagement numbers with the fans were through the roof. It was picked up on TV. It was written about organically. Hypebeast featured it. The Norwegian tourism board. Real people tried to get to it like it was an attraction. The concept was timely. The craft was superb. The social work captivated the target. It was so much more than an awards play. Onto the award. 70,000 votes in the semi finals. How many awards next year will have that many opinions? Not many. So far, OREO beat McDonalds, Doritos, and Steak’umm. It’s a special type of creative that wants to slander the work of others on Fishbowl. Embarrassing stuff,.

I should know better CP2. It’s just hard to comprehend a hot take as bad as ‘the doomsday vault was a meaningless awards play.’ Even worse that so many supposed agency tastemakers agree.

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From what I’ve seen, Adweek reporters spend all day on brand Twitter. Not exactly how the average person spends their time.

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I don't understand how either of those are semi finalists for ad of the year. Makes me wonder who's following, and voting in a poll on, adweeks twitter.

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Social folks live in their own dystopian echo chamber

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"Can't remember the details?" - dude, that is literally how we grade the efficacy of an ad...

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The best stuff lost out in early rounds because those agencies weren’t begging everyone to vote.

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$$$$$$$ paid promotion

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That Oreo vault is not from 360I but from The Community

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The idea is from the Communuty New York. 360i helped with the social posts.

I mean Menno has a thing, and he does it very well.

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I literally just said “this screams Menno came up with this and somehow got money for it simply for the awards potential”

Never saw them but now I want oreos.

funny

I’m just glad someone finally produced a seed vault idea. Because I’m sick of trying to pitch clients on a variant of this every six months. And no, no one saw this other than the creatives who kept pitching this idea and saying I told you so. 😂

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Some here seem to be confusing the quality of the ad with the frequency. Not all campaigns are widely promoted. If it was just about what the population saw and remembered, it'd be liberty biberty or emu and doug

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If you multiply two numbers (reach and quality) and one of them is zero, the product is zero. Doesn't matter which number is zero.

Nobody saw either if these IRL.

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