Brand: The Ordinary
Agency: Uncommon Studio
Why the campaign rocks:
I find the recent brand campaign of The Ordinary by the consistently amazing Uncommon Studio very powerful. A strong campaign works at many levels — as this one does. It takes the audience deep inside the world of the brand —highlighting different aspects, like why they don’t have product names or celebrities. They manage to create a fresh, engaging piece of communication while being completely true to their identity. One or the other is difficult enough, both are very rare. In a world that feels compelled to shout to draw attention, it pulls one in with its exquisite art. The minimalism of the ads accentuates the cleanliness of the products. The branded-ness is high — each ad works off and strengthens the visual memory of the brand. They have created a unique voice, which I hope they carry forward in the future.
Sometimes a campaign manages to create clarity of what a brand truly is, clarity which sets the path for a brand for a very long time. Most brands wobble and wander, from one campaign to the next. The Ordinary campaign is truly extraordinary for what it achieves, all so quietly and subtly.