Waze, the Google-owned navigation app, launched Waze Ads last year. This self-service platform for SMBs allows business owners to target drivers who are in the area, and brings together the best of Out-of-home and Mobile, creating meaningful branded experiences within the context of a drive, in order to literally drive more traffic into stores.
“Air Dancer” features a tube man that lost his job as a business promoter due to the effectiveness of Waze ads. In the ad we follow this “has-been” in a heartbreaking montage, as he narrates his story with a broken, sad voice. We see the blue, wacky-wavy character as he visits every cliche of a sad montage, including a ridiculous bar fight followed by a police arrest, a poor inflatable family, and even a “promoters support group” scene.
User Acquisition Campaign: Dena Ilani / Abagada
Directors and Writers: Tal Rosenthal, Noam Sharon
Google Tel-Aviv Head of creative and video: Amir Ariely
Google Tel-Aviv Creative director: Idan Kravitz
Google Tel-Aviv Ecosystem manager: Itamar Cohen
Google Tel-Aviv Producer: Adva Navon
Google Tel-Aviv Creative strategist: Sophie Allweis
Production Company: Hamutal Peles / We-do productions