London-based advertising agency Droga5 has been named Adweek's 2020 International Agency of the Year.
In a remarkable feat, Droga5 London, an advertising agency based in the heart of London, managed to create a Super Bowl ad that was not only successful but also considered great. This achievement is particularly noteworthy given that the Super Bowl ads are typically dominated by American advertising agencies.
The ad in question, titled "Before Alexa", was a unique take on a uniquely American experience. It starred Ellen DeGeneres and Portia de Rossi and told a heartwarming story that resonated with audiences. The ad was a hit, landing at No. 3 on Adweek's list of 2020's best Super Bowl ads and also ranking No. 7 in the USA Today Ad Meter.
Despite being based outside of America, Droga5 London was able to compete with the ads of American advertising agencies, even outshining the Super Bowl ads created by fellow London agency Lucky Generals in 2018 and 2019. This success demonstrates that great creativity for American experiences can originate from anywhere.
However, it's important to note that the Super Bowl commercial "Before Alexa" for American Express in 2020 was created by American Express’s in-house team. Nevertheless, Droga5 London's participation in the Super Bowl ads in 2020 served as a testament to its creativity and effectiveness in the American market.
This achievement by Droga5 London proves that the barriers to success in the American market can be broken, even for relative interlopers. It's a story of creativity, perseverance, and the power of great ideas, regardless of where they originate.
