DC advertising firms are showing they can compete with the big guys in New York. On March 17th, the Advertising Club of Metropolitan Washington presented its 2010 ADDY® Awards, recognizing advertising creative excellence. The evening’s top award, Best of Show, went to SmithGifford for “Sandals,” a TV spot done for Identity Guard.
I think this is a well-produced advertisement, with an extremely engaging storyline. The choice of Nigeria as the location triggers memories of many scam emails (and in fact there is a thriving internet fraud industry in Nigeria). The music and characterizations (not to mention ominous shadows) lead you to believe that there is a devious identity theft happening to the woman who ordered her shoes on the internet. But, at the end, we are led to believe that our concerns were unfounded: they were only processing her shoe order after all. The promise to the consumer is clear: "There are bad guys out there who want to steal your identity. But, with our service, you can trust the internet again."
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