Les 25 publicités de l’année 2012

Après le classement des vidéos virales de l’année 2012 en partenariat avec Viral Video Chart, je vous propose aujourd’hui les 25 publicités qui ont marqué l’année 2012.

J’ai longtemps hésité pour savoir si j’allais vous présenter ces publicités sous la forme d’un classement, numérotées de 1 à 25, mais je ne m’estime pas être en mesure de juger la créativité vs. un jury comme celui qu’on peut trouver aux Cannes Lions ou aux Eurobest donc j’ai préféré vous les présenter autrement…

Celle qui a emmené l’ambush marketing a un autre niveau : Nike – Find Your Greatness

 [youtube]http://www.youtube.com/watch?v=_hEzW1WRFTg[/youtube]

Celle qui nous a fait pleurer : P&G – Best Job

[youtube]http://www.youtube.com/watch?v=NScs_qX2Okk[/youtube]

Celle qui nous a fait comprendre que le verre à moitié vide est en fait à moitié plein : Nike – Half Glass

[youtube]http://www.youtube.com/watch?v=yDfKXbP6Xb8[/youtube]

Celle qui a donné vie à des ours polaires lors du SuperBowl et a commencé à définir les lignes de l’interactivité entre 1er et 2nd écran : Coca-Cola – Polar Bears

 [youtube]http://www.youtube.com/watch?v=S2nBBMbjS8w[/youtube]

Celle qui a dominé le SuperBowl et a implicitement vanté le travail de Barack Obama : Chrysler – Halftime in America

 [youtube]http://www.youtube.com/watch?v=_PE5V4Uzobc[/youtube]

Celle qui nous a redéfini la marque et son univers : Quechua – Brand Movie

 [vimeo]http://vimeo.com/41930831[/vimeo]

Celle qui a enfin mis en avant les athlètes paralympiques : Channel 4 – Meet The SuperHumans

[youtube]http://www.youtube.com/watch?v=kKTamH__xuQ[/youtube]

Celle qui nous a montré que la Grande-Bretagne était prête à accueillir les Jeux Olympiques : BBC – Stadium UK

 [vimeo]http://vimeo.com/45119481[/vimeo]

Celle qui nous a montré que les Jeux Olympiques étaient un effort collectif de chaque instant : McDonald’s – We All Are Making The Games

 [youtube]http://www.youtube.com/watch?v=jyKbuLpCwuw[/youtube]

Celle qui nous a fait comprendre que notre seul adversaire était nous même : Nike – Brasil x Brasil

[youtube]http://www.youtube.com/watch?v=hRyb8VtNjZY[/youtube] 

Celle qui démontre notre raison à tous d’avoir envie de courir : adidas – we all run

 [youtube]http://www.youtube.com/watch?v=RzKXoZbghEg[/youtube]

Celle qui veut mobiliser un peuple en jouant sur un symbole collectif : Le gouvernement argentin – Entrainement aux Malouines

[youtube]http://www.youtube.com/watch?v=aC1ugp4bHWU[/youtube] 

Celle qui dispose de la plus belle voix-off pour les Jeux Olympiques : Visa – The Difference (voix off de Morgan Freeman)

[youtube]https://www.youtube.com/watch?v=5fMwop_Z5zo[/youtube]

Celle qui oppose deux fans d’une même ville : ESPN – This is What Fans Are Made Of

 [youtube]http://www.youtube.com/watch?v=0H5ifFcCMDM[/youtube]

Celle qui utilise deux légendes vivantes du sport : Turkish Airlines – Kobe vs Messi

 [youtube]http://www.youtube.com/watch?v=ruav0KvQOOg[/youtube]

Celle qui revisite un conte de Noël : adidas – The Cautionary Tale of Ebenezer Snoop

[youtube]http://www.youtube.com/watch?v=w1bIl7tqi8o[/youtube]

Celle qui revisite un chant de Noël : NBA – BIG Color

 [youtube]http://www.youtube.com/watch?v=isPm79xTzM4[/youtube]

Celle qui remercie les papas : Gillette – Here’s To Dad

[youtube]http://www.youtube.com/watch?v=UyaSNtiwliQ[/youtube]

Celle qui utilise le sport pour sa première prise de parole publicitaire : Twitter – Nascar

[youtube]http://www.youtube.com/watch?v=nYz76M2vJnM[/youtube]

Celle qui regroupe tous les assets football : Nike – My Time Is Now

[youtube]http://www.youtube.com/watch?v=QMv8g8CO4cQ[/youtube]

Celle qui  nous a montré que 2 destins séparés peuvent se rejoindre un jour : Jordan – This is Where It Starts

[youtube]http://www.youtube.com/watch?v=VJ9fi3UkNbg[/youtube]

Celle qui nous a montré l’extravagance, l’intelligence et la créativité de la marque : Red Bull Kluge – The Athlete Machine

[youtube]http://www.youtube.com/watch?v=M0jmSsQ5ptw[/youtube]

Celle qui a réussi à faire reparler d’une marque de soda grâce au Rookie of the Year : Pepsi – Uncle Drew Part 2

[youtube]http://www.youtube.com/watch?v=MLyvkBifQ3w[/youtube]

Celle qui a intégré le produit dans la vie d’une des stars de la NBA : Samsung – LeBron’s Day with the Samsung Galaxy Note II

[youtube]http://www.youtube.com/watch?v=Ie0mAnjz1Oc[/youtube]

Celle qui a redéfini les frontières de la publicité, du marketing et du positionnement de marque : Red Bull – Project Stratos

[youtube]http://www.youtube.com/watch?v=FHtvDA0W34I[/youtube]

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