Each year for Chinese New Year, we like to take a look back to find the incoming Chinese Zodiac animal in commercials of the past. The pig is the 12th year cycle of the Chinese zodiac. Often affiliated with the qualities of laziness and gluttony, pigs are also thought to bring affluence to people and are consequently regarded as symbols of wealth. If that’s true, we don’t mind looking past all of their perceived shortcomings.
Despite people’s perception of them as dirty, dumb animals, pigs are actually quite smart. This might be why they have such a successful track record in many of the great commercials we have seen over the years.
As the year of the Pig approaches, we thought we would take a moment to look at some great pig-related spots to remind people that the year of the pig is something we can all feel good about whether or not it brings us wealth.
DORITOS: PIGS CAN FLY
In 2015 two brothers, Nelson and Graham Talbot, were awarded $50,000 after their commercial for Doritos won second place in Dorito’s Super Bowl advertisement competition and was broadcast during the game.
Not too bad for an idea that was written in the basement of their parents’ home and one of 900 submissions from 29 countries.
Take a moment to check out the winning idea below!
Client | 客户：Doritos 多力多滋 Super Bowl XLIX 超级碗
Agency | 广告公司：Goodby, Silverstein and Partners
Created by | 创意：Graham Talbot, Nelson Talbot, David McDonald
GEICO – WEE WEE WEE ALL THE WAY HOME FLY
GEICO – 一路猪叫
Geico featured a fun loving pig, Maxwell, in their campaigns from 2010 – 2012. Maxwell was a national sensation in the U.S. and quickly became a household name.
The original TVC that featured Maxwell “weeing” down the road with his head out a car window was supposed to be a one-off. But response to the pig was overwhelmingly positive, so Geico decided to create a whole campaign around him.
Here’s a compilation of some of his greatest appearances:
THE GUARDIAN : THREE LITTLE PIGS
In 2012 the Guardian created a spectacular commercial around the tale of the Three Little Pigs and how the modern world might cover it in print and online. This advert was their first major TV spot for 25 years. The aim of the campaign was to promote the paper’s open journalistic approach to involving its readership in not just commenting on stories, but contributing to and even determining its news agenda.
The advert, created by Bartle Bogle Hegarty (BBH) won multiple awards; most prominently the Cannes Lion awards and Grand CLIO in the film and film craft categories. They also picked up some more metal at the Eurobest Awards, Business Insider’s 10 Best Ads of 2012, The British Arrow Craft Awards, TED: Ads Worth Spreading and The Adweek Awards 2012.
这则广告的制作人Bartle Bogle Hegarty（BBH）告赢得了多个奖项，其中最著名的是戛纳金狮奖（Cannes Lion Awards）和克里奥广告奖（Grand CLIO）。此外，还获得了欧洲最佳广告奖（Eurobest Awards）、商业内幕（Business Insider）2012年十佳广告奖、，英国电视广告奖（the British Arrow Craft Awards）、TED最具创博价值奖和2012广告周大奖（the Adweek Awards）。
Client | 客户：The Guardian 卫报
Agency | 广告公司：BBH
TROJAN CONDOMS：PIG TROJANS
Agency | 广告公司：Kaplan Thaler Group, New York.
Created by | 广告导演：Phil Joanou
Post Production | 特效：Stan Winston Studio
CHIPOTLE: BACK TO THE START
Chipotle went above and beyond in 2011 for their short animated film, Back to the Start.
Chipotle在短片动画片《重回起点》（Back to the Start）中完成了自身升华。
To execute this film seamlessly, the team first replicated the scenes and the set digitally. Once they were happy with what they were seeing they took their digital 3D models and printed them into physical figurines. From there a dedicated team went through the painstaking task of executing the stop motion film.
The hard work and level of craft that went into the production did not go unnoticed as the team received industry recognition from just about every major award show. The amount of prizes this film has won is simply too long to mention here.
Watch the team in action with the making-of ‘Back to the Start’ :
Client | 客户：Chipotle
Agency | 广告公司：CAA and Chipotle
Production Company | 制作公司：Nexus
Director | 广告导演：Johnny Kelly