I just wanted to do a quick post to share a couple of ads I’ve come across recently that I think are reflective of really well-thoughout communications strategies. These advertising and other comms professionals have really gone beneath surface issues when considering what their customers/patrons/consumers value, and as I’m learning through my degree, that is an integral part of a successful media campaign. Their ads tell a story, offer a narrative for viewers to follow, and appeal to our emotions, rather than our hip pockets.
‘In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.’ The ad features a cover of ‘Pure Imagination’ from the film Willy Wonka & The Chocolate Factory, by vegan and animal lover, Fiona Apple.
‘Giving’ tells the story of a man unexpectedly rewarded for a lifetime of good deeds he performed without expecting anything in return. True “believes in the power of giving without expecting a return.”
Expedia’s ‘Find Your Understanding’ tells the tale of a father coming to terms with his daughter’s marriage to another woman, and his (cliche) journey both physically and mentally, to arriving at their wedding.
4. Pizza Hut Canada
This ad ‘Dip Hop’ might tell less of a ‘story’ but it’s pretty bloody fascinating, at least for a minute or two.
Airbnb have combined ‘the history of filmmaking (Hollywood) with the future of filmmaking (Vine)’ to make ‘a true work of art’. According to PSFK, ‘[s]tarting on August 22nd, different sets of instructions were released between the hours of 8am and 5pm until August 27th [via Twitter]. There was a 48 hour window for submissions for each set of instructions, and they were judged based on several weighted criteria: Originality & Creativity (40%), Compliance with Instructions (40%) and Video Quality & Clarity (20%).’ If a video was selected, it appears in the final film, and winners received a $100 Airbnb coupon. Vivek Wagle says, ‘[i]t’s a story about personal transformation and finding one’s place in the world. It’s what happens when you decide to eschew the boring and familiar. In the end, the raw, imperfect nature of the medium is part of the story.’
And finally, Ikea shows us the importance of adventure, getting out of your comfort zone and not letting your habits and routines rule your life. I wish this ad were a true story.
And here’s what I did at artsHub this week: