Posts Tagged ‘Mystery’

And now a word from our sponsor…

August 1, 2012

Taking a quick break from politics (because there are three or four ads I’d like to write about), I thought in the spirit of the day, I’d write about my favorite Olympic ads.  Fast Company posted this list here.

It’s an interesting list. Here’s their top choice:

Funny, this ad didn’t do much for me. I mean it was alright, but I don’t even think it was the best shoe ad on the list.

I thought the Nike ad “Find your Greatness” was much more inspiring and also much more on brand message:

My two favorite ads on the list are #2 and #3:

Both ads are well shot, but what really sets them apart is the emotional appeal.  How you can you not get a little teary at the end of the Mom’s ad?  And the meet the superhumans is so kick ass and proud, that it would be an insult to call it merely inspirational.

Another element that sets these two ads apart is the outstanding music.  Which both sets and frames a mood, but also drives the spots. Another element that both spots share is reflecting small familiar moments that the viewer can relate to.

The spots just suck you in from the beginning — they open with a quiet stillness that is both intriguing and engaging.

In the Olympic spirt both spots deserve a gold medal.

Advertisements

Aloha Hawaii

August 5, 2010

A real nice ad.  I like what Duke has to say, though not sure who he’s supposed to be looking at when he’s talking.  I like how the GC “Rise” stays on the screen the entire time, adding an element of curiosity to the spot. I like that they use imagery from Hawaii instead of being literal.

Great intro ad, one that uses issues & visuals to drive emotions.

Best Health Care Ad EVER!

November 15, 2009

At film school they always tried to teach us “show, don’t tell.”

Case and point: This ad.  It does a lovely job of storytelling, using details, the procedure of moving, and mystery — what’s the punchline of the ad going to be, where’s this going.

They don’t try to cram a minute’s worth of message at you, instead they give you 45 seconds of a story, a compelling one at that, then five seconds of message (of course, you could argue the story is part of the message, which is true, but misses the point somewhat).

If I had to quibble it would be with the fact that the message is so tepid after such a big build up.  Yes, “No one should lose everything because the are denied health coverage,” is great, but the second card, “Tell your senators to support consensus health care reform,” is so vague as to be meaningless.  I feel like they had me in the palm of their hand, but I’m not clear what they want from me.  Maybe that’s more than a quibble.  I also might have put those cards up over a blurred scene of the couple interacting in the background.

Still, this ad is the best one I’ve seen on health care, and I think well after the debate is over and a bill is passed (or not), I’ll probably remember it.  It’s smart and emotional without being melodramatic, and it delivers it’s message about losing everything very elegantly, without ever tipping it’s hand too overtly (this is a health care ad, watch now, listen now).

 


%d bloggers like this: