A great ad payoff requires one of the rarest thing in our modern universe: patience.

It takes creative patience to build up to a great finale, and most dauntingly it requires an audience's patience to wait 90 whole seconds for it in a world where a 15-second unskippable preroll feels infuriatingly endless.

So you have to appreciate 72andSunny Amsterdam's first work for Fanta, whose anthem spot—"Idiots Are Amazing"—hardnesses the slow and epic Nike-esque buildup usually reserved for athletes and instead uses it to celebrate...pointless, stupid fun.

I won't say any more. Go watch the ad (and check out the attention-grabbing out-of-home elements as well).

David Griner
Creative and Innovation Editor, Adweek
[email protected]

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