Ogilvy in Paris France (said parisfrance) have used imagery that would otherwise make us say “aah” and, with “modifications” not unlike what we see in our day-to-day surrounds, have posed respect as a question and asked how far we will go in the lack of ours? What will it take before we respect the planet? Indeed. I think these print ads for the WWF are impactful and communicate exactly what they were intend to.
There are over six billion people on this planet. That’s six billion opinions, thoughts for and against. Against Palestine. Against Israel. Wagers in the war against terror. Think then, what will we wage in the war against HIV?
We are moved in so many different ways. We are angered quickly. We choose to fight before we choose to hug. If we could be moved to be more involved, we might be getting somewhere. Isn’t storytelling the easiest way to spread the word and be understood? Pictures are not limited to languages or translations, and although they may paint preconceived notions of with whom and where this disease exists, they certainly get the message across.
At the 57th Cannes Lions International Advertising Festival, Ogilvy Johannesburg won South Africa’s first Gold Film Lion in 11 years for The Topsy Foundation; a spot produced by Egg Films in Cape Town. Many people opened their hearts to take this story from concept to completion. Many people gave of their time. Some may have confronted their fears. One person bore her soul. In a world where Susan Boyle, Lady Gaga and Avril Lavigne break records on YouTube with hundreds of millions of hits, we sit with less than a collective 25 000 views globally of an 85-second Public Service Announcement that has only one message you should really want to know: The effects of AIDS can be reversed.
It’s no joke. Death. Mourning. The financial issues. An absent parent. All the elements creators are playing on here, and just why they go from funny to everything but funny in 90 seconds. To me, the young girl’s performance is the most memorable in this spot, produced by the Sussex Safer Roads Partnership. Tangible and vulnerable enough to convey who would suffer the most from the unthinkable; enlivened in a simple setting with direction that takes this moment from light to dark in slow motion.
A thousand shiny moments are not that pretty when it’s the glass from your windscreen and not a kiddies table, covered in sequins and thrown into the air. “Embrace Life. Always wear your seat belt” – portrayed in this treatment by those who would be left most affected should the driver make it through the accident without one on. After seeing this, you’d have to be a moron not to wear yours.
What a nice 20” this would make! The first half of this TVC for Johannesburg’s newest rapid rail transport system is spellbinding. It is inviting and commanding while showing off personality and character as it dances across faces and through hair. I think it gets a little bit carried away though and the more it does, the less memorable it is. The cheesy grins take over honest smiles and the flying dog? Well, who can say?
Too much is just too much. 25 seconds less in this case would have been a commercial novella – at just the right length! Not faulting the way the story is being told, shot or directed, but maybe the second half should have been left for the “making-of” reel.
Bank ads have always elicited opinion because most of them don’t walk the walk they’re talking. “Why would a bank be interested in people’s values?” asks the opening voice over on this ad I found. The answer stands behind the obvious messaging that with a shortage of sea life still lies an interesting tale of survival vs morals. This commercial walks the walk of Advertising for me. You will remember it tomorrow. And with powerful imagery and performances, it proves that actions – and visuals – speak louder than words.
Hungry, cold and tired men work hard to feed and provide, but, as the message is so strikingly laid bare before us, there are still decisions to be made at every turn. Check out HSBCs ‘Personal Responsibility’ by JWT London.
TIVO and PVR yelled at Advertising and warned it to shift from its place on the gurney, as it rapidly approached the bright light gateway to somewhere else. More so now than ever is TV Advertising’s need to get in and out, leave an impression and move on before its audience does. Advertising (*spoiler alert for those who missed the memo*) is already an interruption to just about every unthinking couch potato. So it’s no longer what you do or how you do it, it’s about doing it differently. Miles Young, Global CEO of Ogilvy himself talks about advertising’s need to become seamless in its positioning within content so that it plays the same role of maintaining audience attention – with obviously different consequences.
Why then do we still have ads – *cough* … like some a little further down on this site – that voluntarily elect themselves as all things annoying? Take a leaf from FoxP2 if you will, ya’ll. Here are some examples of 20” memorable moments. Sure, they are not all as good as each other, but these will have you giggling at the conceptualisation that went before production and leave you appreciative of the art therein.
The ads are for Dairy Board and depict a Chicken, Seagull and Tortoise performing feats of strength because they have had a dose of some decent dairy. I think the voice over’s could have been better and a lot more realistic but the visual impact is enough to win you over.
Camaraderie is such an inspiring human behaviour to witness. Anyone watching the World Cup will agree. So while ball-sports are the order of the day, Magners Irish Cider is still on the guest list. A little different in pace to what dominates our lives this June and July, 2010 – and therein lies the memorable moment.
UK based agency The Red Brick Road aligns the story of a small town cricket team having been unbeatable for a record 75 years – the same amount of time they have been harvesting apples for Magners Cider. Ageing cricket players teamed with younger fitter ones make up a team of players that seem to get their practice from their lifestyle and livelihood – they never miss a falling cider apple. Practice makes perfect and this team is very definitely getting the right practice. Great performances and nice direction result in a clean-cut message.
I don’t think their print ad is as powerful however. I’m not sure whether it is a tighter execution to the copy that would have made it as memorable as the TVC or a different choice of visual. The languid man doesn’t look like he is having to trust his senses but rather that he is looking for the answer to life from an apple. Both will resonate with an audience in partnership with the other however, so the campaign is no doubt a sure hit. What say you?
We’re ok with two men holding guns, but two men holding hands? Not so much. Read it anyway you want, there’s still a long way to go before everyone gets the same acceptance in everyday situations, no questions asked. So it’s quite something when a brand attaches itself to homosexuality with favour. Few have done it, but those who have, have certainly made a statement. Ergo, I like the French offering from McDonald’s called “Come as You Are”. There is little more affecting than the elephant in the room when one person has a secret to tell and assumes the other is not going to want to hear it.
What resonates for me with this spot is that no product or promo is being sold and there is no cheesy exchange of service brilliance. There is simply a soothing reminder that everyone is welcome at McDonald’s, told tenderly between furtive whispers, nervous glances and a moment of suspense in the climax where a son sees that the distance between him and his father is nothing but obvious.
Television commercials are wonderful opportunities to tell stories that leave an indelible impression. This one wins and delivers realistic performances in a neatly packaged spot that successfully puts the brand into the subject of conversations. In a few days, you will still remember who it was for, you are likely to tell a friend, and where it goes from there is only limited to the vast atmosphere of social networking. I’m sold, are you?