Originally from Spain, superstar copywriter Claudia Illan is now based at Marcel Paris, via a stint in Milan. She received her first industry award for work she did as an intern, and the prizes have kept coming ever since. Altruistically-led, her enthusiasm for her work comes from a belief that ads can change the world.
As part of our celebrations for 40 years of Lürzer's Archive, here is her selection of the best ads of the past 40 years, which may have changed the world of advertising.
Puma: After Hours Athlete
As a copywriter the way it's written is beautiful. Whenever I have to do a manifesto I like to listen to it to set the mood. Every sentence creates an image in your head. Plus the strategy is great, you don't need to be an athlete to wear our shoes, in fact you don't even need to do sports to wear them, moments in life are also the perfect occasion to wear Puma. And it's true, a night out can feel like a marathon (especially when you enter your 30s).
XBox: Survival Billboard
It was incredibly brave for the client to do this stunt. It made people look at a billboard for hours, not only live but also online. It changed the way I saw OOH, and opened up the possibilities of what an outdoor campaign could be.
Diesel: Be Stupid
It was the time of WASPS and you are what you do, and here comes Diesel with a two word slogan that challenges that. One tagline that can make you stop and look, smile and make you think that maybe you're thinking too much and you should go with your gut, make mistakes and have fun. It represents the brand's DNA.
Always: Like a girl
It's super insightful in a way that makes you realise your internalized bias. It turns something negative into something empowering, and it was executed in the most effective way.
Canal+: The Bear
Beautifully executed, it's the twist of all twists and delivers the message of the brand's love and commitment for high quality content.
Volvo: Epic Split
It taps into pop culture and becomes pop culture itself. All of a sudden you want to do and look at truck advertisement, it proves any brand or product can be highly entertaining, even a truck demo.
Donate Life: The World's Biggest Asshole
It's a great thought: no matter what you've done in life, if you're an organ donor you become a good person. The craft is beautiful, it's a nearly 3 minute ad that goes by in a wink. Treats a serious topic with humor, the cast, the VO, the writing, each scene is better and more pushed than the last. 10/10.
Intermarche: Inglorious Fruits and Vegetables
A great solution to a big problem, seems so silly to think all that food was being rejected because of the way it looks, now the mindset has changed so much we look at something that's not perfect and it sells more because it's more natural. They managed to change a behaviour.
