The Work That Most Inspired Martin Creatives In 2021
Illustration by Will Maynard
Back in my days as an Adweek editor, I stumbled into an annual tradition after a conversation with a few senior creatives. It started with a simple question: “Which piece of work that you didn’t create do you like best?” The reactions were visceral and generally started with something like, ”Aw, there was this one thing that this one agency did that blew me away.”
That started a tradition during my tenure there where, in 2018, 2019 and 2020, we shared not only the work that creatives loved but why they loved it. Thankfully, Adweek continued the tradition in 2021, but my curiosity to hear the Martin creatives’ answers remained — and here we are.
Creating this list reminded me of how much mutual respect and empathy there are among creatives, no matter where they work. This business can be unforgiving, but it can also be immensely rewarding when a great piece of work makes it through the pitch process to creation.
With that in mind, here is the work that Martin creatives (and a couple of friends at other agencies) deemed their favorite of 2021 and will serve as their inspiration heading into 2022.
The Lost Class
Leo Burnett
Ken Marcus, senior writer and ACD, The Martin Agency and Karly Brooks, senior copywriter, The Martin Agency
“Most public service activations are total artifice done solely for the sake of the case study or award show entry,” says Marcus. “This one broke through into culture in a real, impactful way. It’s easily the best activation I've ever seen. It deserves all the awards.”
Why this creative is so good:
Marcus: “It’s simple, news-worthy and powerful. Duping a former NRA president to give a commencement speech to a lawn of empty chairs representing students lost to gun violence — wow.”
Brooks: “It's so powerful, so real and so much more than an ad. I can't imagine all the preparation and thought that went into pulling it off. It's like Punk'd, except they're punking people who have the power to stop school shootings instead of, like, Joey Fatone. I love how risky it is, how brave it is and how unapologetic it is in its stance. Change the Ref and Leo Burnett had a point to make and an enemy to take on, and they did not hold anything back.”
The Icelandverse for Iceland Tourism
SS+K / Peel / Pelikula
Neel Williams, SVP, group creative director, The Martin Agency
“Quick-response parody is a fickle game at which few brands truly excel. Even masters of the craft like SNL don't get it right a lot of the time,” says Williams. “Some branded efforts manage to check two of the three boxes (execution, timeliness, conceptual fit), but few nail all three like they did here. Well played!”
Why this creative is so good:
“The video is fun and funny to watch just by itself. My favorite part is the actor's awkward interaction with the sliding door, which I'm pretty sure I've done — recently. Add on the layers of parody and timeliness, and that takes it to another level of entertainment and surprise.
“It's not mean, though; just a light-hearted commentary on the original Meta announcement that calls out many of the, er...interesting choices that pretty much everyone noticed at the time. Even @Zuck engaged in some playful social banter about this Iceland video.
“Lastly, the conceptual fit is a strong one. Iceland is the tech-free real world on steroids. So much so that the country's landscapes and experiences almost feel like something you'd only encounter on another planet or in a virtual space. Yet here they are, just a relatively short plane ride away from JFK. I can almost smell the moss and horsehair as I write this.”
Kraft: Send Noods
Mischief at No Fixed Address
Emily Delius, art director, The Martin Agency
Why this creative is so good:
“The world was waiting for somebody to make the joke, and the brand and agency jumped on it,” says Delius. “Send Noods was edgy, yet had a wholesome message at its heart. It came right at the time when the world needed a good laugh. When only the Karens get fussy about your idea, you know you stirred up the right kind of controversy.”
Feel Good Travel for Avanti West Coast
adam&eveDDB
Confusing Times for Burger King
DAVID Spain
Elliot Nordstrom, associate creative director, The Martin Agency
“After I picked the Avanti work, I realized there was one other campaign that made me jealous,” says Nordstrom. “So I’m breaking the rules a little and picking two. Sorry.”
Why this creative is so good (Feel Good Travel):
“I find myself drawn to stuff that just makes me feel good. This ad does just that. Were there smarter, more original, more provocative spots from this year? Perhaps. But for me, nothing quite as silly, whimsical or memorable as this. I'm not sure I 100% buy a comparison of a roller-blading turtle to a commuter train, but the execution is so good — the VFX, the song, the payoff out of the tunnel — I really don't care.”
Why this creative is so good (Confusing Times):
“The writing is so good. The strategy is genius. It’s one of the only COVID ads I truly loved. I also like that it started as radio, one of those mediums that is so hard to make matter in 2021, but somehow they've done it. I’m truly jealous of this one.”
Squid Game OOH campaign for Relief
Wunder
Kristen Rutherford, executive creative director, TBWAChiatDay LA
“I wish I'd thought of it and I’m mad that I didn't — especially as those three shapes are the foundation of our agency's roadmap and are at the heart of everything we do,” says Rutherford.
Why this creative is so good:
“It was cheap, it was quick and it was really, really smart. When the whole world was talking about Squid Game, one agency reacted perfectly.
“Within the Squid Game series, characters in debt are invited to participate in the games via a small business card with three distinct shapes on the front — all with the promise to help them clear their debt, albeit in the most extreme way possible. (Also, if this is a spoiler alert, you've been living under a rock this year).
“Wunder printed 10,000 business cards with the same circle, triangle and square, then distributed them around New York and Miami. Flip the card over and you're told, 'There's a better way to get out of debt,' with a link to Relief, an app that helps you do just that.”
