Posts Tagged ‘form and function’

What’s the function?

February 25, 2014

Is this the first political ad filmed on an iPhone?

I’m all for doing something to get some attention, but what the point of filming it on an iPhone (other than to save money or get attention)? There might be legitimate reasons to film on the iPhone, “My campaign doesn’t have as much money as my opponents…” or maybe its just a gimmick to make the ad feel more “homey” or to make her likable (see I’m like you, I film things on my iPhone).  In that case you have to go with the concept and trust it. Having her holding the iPhone then cutting to images that were created in a studio seems like a cop out at that point.

I don’t find the ad cutting edge or really interesting, though the copy has some potential. To me the iPhone thing is more distracting rather than a plus or interesting, it takes away from what could be an interesting message. What if she used the iPhone to tell her story, then encouraged her supporters to send in their iPhone videos of their families? What if she used the iPhone like we all do, taking selifies and quick pictures from her day of filming, then continued to push out iPhone videos of her day? Then the idea is about more than just the ad, its a concept to engage your audience rather than a lame gimmick that doesn’t really tell me anything about the candidate.

 

 

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Simple and straightforward — Form follows emotion

December 10, 2013

This video is a great example of form following function. In fact, the form follows emotion.

While the old style mock school educational film is a classic style, in this case, it perfectly fits the theme. From the suffragettes to portraying Republicans as out of step, the style of the video perfectly reinforces not jus the message but the emotion.

Ok maybe it gets a little long, but still super clever and well done.

What’s the point?

May 2, 2013

I’ve seen this Kevin Durant ad about 20 times in the last month. I think it’s really clever, it’s well acted (I love the mom’s response as she tugs at her wedding ring), it’s unexpected. I’ve watched it 20 times, but last night was the first night I realized it was for Spring PCS. Huh.

I talk about gimmicks a lot here. Here is a great example of when gimmicks fail.This is a well execucted ad and its a failure.

If the gimmick isn’t central to the product (whether its cell service or a candidate), then the gimmick gets remembered but the message gets lost.

 

Throwback…

July 19, 2012

A quick post:

Don’t see too many jingles now a days.

This one is actually pretty catchy which is good, because Nancy is actually a write in candidate, so remembering her name is doubly important (of course, I can’t remember her last name now… maybe not as effective as they’d like).

I like the ad because the jingle actually serves a message purpose, that’s form and function, and that’s the way it ought to be.


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