WE KNOW ANIMALS HELP US CONNECT BETTER WITH PRODUCTS… FROM GECKOS TO CHARMING BEARS, FROM ROADRUNNERS TO ROOSTERS…
DURING THE 40s TO THE 70s, ANIMALS WERE USED IN ADS AS PART OF THE SOCIAL BEHAVIOR STANDARDS, IDEALS, AND MOTIVATORS OF SOCIETY… AND A NECESSARY PART OF THE PEFECT AMERICAN FAMILY
AFTER THE 70s, ADVERTISING STARTED USING ANIMALS MORE AS A REFLECTION MIRROR OF HUMAN QUALITIES THAT ALLOWS US TO TOUCH SUBJECTS THAT WOULD BE, OTHERWISE, VERY DARK, DRAMATIC, OR EVEN INAPPROPRIATE!
HERE ARE SOME UNUSUAL EXAMPLES OF ANIMALS THAT HELP DELIVER MESSAGES LIKE NO HUMAN COULD DO!
- Animals on Ads
- Client: Budweiser (One in the series of Horse Meets Dog)
Agency: Anomaly
One in the series of ads with horse meets dog. A work and message of love that is a classic of many Superbowls
Do you remember the client used animals earlier, in 1997, with the Budweiser Frogs? - Client: Bridgestone
Agency: The Richards Group
Watch for the squirrel! - Client: Jake O’Connors Restaurant
Agency: Hunt Adkins, Minneapolis. U.S.A.
Kittens with therapy problems - Client: Android
Agency: Droga5
Animal videos are viral. Puppies are viral. Animal Friendship across species are incredibly viral. 1 minute of those and a logo. - Client: Skechers
Agency: HSI and Siltanen and Partners
One of my favorites. It is not about competing to be the best, but competing to be the coolest… and WIN! - Client: New Zealand Lottery
Agency: DDB Group
A national and international hit, collecting awards and admiration (some envy too.) I like the fact that it combines the warmth of the Budweiser stories with humor. It leaves you smiling, rather than with your heart feeling like a raising under the Arizonan Sun for a week.
An unusual ad for a snack in Asia and a French digital video to sell orange soda with naughty animals. We might debate the effectiveness to trigger a purchase consideration but no one can take away that these ads are hard to forget
- Client: Calbee
The passion for costumes and mascots - Client: Orangina
When the jungle meets the Folies Bergère picaresque
THE DRAMATIC EFFECT THAT DOES NOT NEED DIGITAL POST-PRODUCTION
“THE DOLLY ZOOM”: SURPRISE, TENSION, CONFUSION!
You have probably seen this resource being used over 100 times in TV and movie theaters. And you can do it with your video camera right at home! The background seems to “separate” from the actor, while the camera gets closer and closer to him or her. On top of everything, the characteristics of the face seem to pop closer to the screen and it is usually joined by a suspense music passage with sweeping violins and cellos, and pounding timpani.
The effect does not use computer graphics or expensive sets built with half mirrors… it is much more simple but difficult to perfect: The camera goes closer to the actor while you simultaneously zoom out. The result is an optical illusion where the wider shot that encompasses more of the background is combined with a closer proximity to the face of the actor. On top of everything, the lower zoom mm. focal length distorts the closer objects, adding to the impression of increased depth.
