When we have :30 seconds on TV, we always feel tempted to fill to capacity those seconds with all the information we can possibly fit in there.I call it the “family weekend car effect”
It is hard to overcome that temptation and realize that the audience can only remember two or three ideas effectively at the end of the commercial. One or two ideas twenty minutes later.
That is why this blog post is dedicated to those TV Ads that realize visuals can be so strong as to use no words.
Using no words can, actually, be very powerful. Any musician will tell you that the value of a silence in music can be higher than that of even a melody. Let’s see some examples!
Client: Honda
Ad Creative Agency: Wieden+Kennedy
Why do we like it? It is simple in the concept, extremely sophisticated on the development, and the result is hypnotic. It also appeals to that common frustration of many of us: “why is Murphy Law always playing its part in our lives?”
Why is it one of the best? It is different. It has a fantastic execution. And the agency maintains it did not involve computer graphics to make the process work… but it took many, many takes!
Client: ETB
Ad Creative Agency: H3M (Colombia)
Tear Alert!
Why do we like it? It is full of anticipation, with an intriguing process developed via a kid main character to keep you glued. The final development is warm, tender, and effectively puts the fork in your heart to make it memorable.
Why is it one of the best? It is a Mother’s Day commercial that appeals to an emotional and heartwarming message. It is a great tactical element in the never ending quest for large institutions to load their brand equity with human emotion.
Client: Road Safety Campaign of “La Prensa Gráfica”
Ad Creative Agency: APEX BBDO (El Salvador)
Why do we like it? It is simple, with an expected development but not less full of anticipation for it.
Why is it one of the best? The execution of this PSA matches the nature of the client, and conveys the message almost as dramatically as another no-words TV Ad done for the same car safety goal by Alexander Commercials for the Sussex Safer Roads Partnership
Client: Bridgestone
Ad Creative Agency: The Richards Group
Why do we like it? It is full of humor. It does not need words. Excellent use of animals and overdramatic expressions to make a very sensitive subject a funny one.
Why is it one of the best? It is as memorable as to run among the most creative commercials of a year in the Super Bowl and still be remembered.
This blog post of missed shots is dedicated to some of the most awkward commercials ever created.
Let’s start with Crusha. What is viral? Cats. What is remembered? What is shocking… and annoying songs. Cats + annoying song + awkward = voilà!
Good luck trying to forget the ad above.
The next one is MIO water additive. Awkward is memorable, if you are willing to pay the price of associating awkwardness with your brand.
The last one. Abema TV seemed to have decided they will stop at nothing to increase recall and awareness, so they partnered with one of the most viral sensations of the entire Asian continent: Daimaou Kosaka
My Barketing rant this week is short. I want to share with you the commercial that many professionals agree as being one of best of all times. It is based on a print ad. It was developed in the mid 60s for Volkswagen: