Is Cool Enough?

These aren’t political ads, but I think there’s a lesson to be learned here.

Take a look at this Cannes award-winning ad (for fairness’ sake, I linked to the actual website where it ran rather than youtube). Now look at this ad, which was considered, but didn’t ultimately win (it’s about condoms, but don’t worry it’s work safe).

Which one better communicates the story of the product? The first one “Carousel” sure is neat and compelling (what’s going on?), and I wonder how they made it, but I don’t know if it makes me want to buy that TV. The story is interesting, but it’s random and doesn’t really connect to any core message. In my mind this video is cool, but ultimately ineffective. It offers a sugar-coating with no nutrition.

[Ok, I showed this video to my partner, Dan, and he made the point that he might not buy that tv, but it made him think that Phillips was cool, hip & cutting-edge, so there’s something more than sugar-coating. Still, putting nuts in your candy doesn’t make it nutritious.]

The second ad, the condom one, is clever, it tells a story and it intrigues me.  But more importantly, a condom ad told through a love story makes sense; I’ll actually remember it next time I’m shopping in Japan for condoms. It’s compelling (what is that counter?), but it connects to the product, too. In the world of advertising, that counts for more than simply “cool”.

(Digressing for a moment, both videos do a great job of showing a story with visuals only, no words.)

What’s my point? Not sure, maybe it’s this: creativity imaginatively delivered with no message is just as much of a problem as a message delivered with numbing repetition, but no imagination or creativity . Either may end up with a “win” (a campaign, an award) but don’t be fooled; neither should be considered effective advertising.

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