Since I know that I am going to create an advert for my Extended Practice project, I decided to have a look at the different types of adverts that have been successful (both animated and not), what their topic choice was and what effects the advert has had on its audience, for some inspiration on how to execute my own.
I started with doing a Google Search for the UK's most memorable adverts, to see what the diversity was, and if there were any that stood out to me.
1) IRN-BRU's 'The Snowman' (2007)
The first one I chose to look at was 'IRN-BRU's 'The Snowman', which is obviously very familiar to everyone in the UK. The advert that appeared first in 2007, uses the same iconic song and animation as the actual 1982 'The Snowman' Film. With a quick change of some lyrics and an introduction to a can of Irn-Bru, which supposedly fuels the characters to fly, this advert uses nostalgia and sentiment to sell its product. There really isn't too much of an emotional impact here, but it is still very memorable, and people would probably go ahead and buy Irn-Bru because it is associated with an icon film.
2) Coca Cola 'Holidays Are Coming'
Perhaps THE most iconic advert of all time, especially as it makes its reappearance every holiday season. Maybe this is why it is so successful? Because it plays every year? Or it could be the catchy music and Christmas feeling it brings. Similarly to before, this advert is trying to sell a popular drink, but this time it does so without having much of a narrative. Instead, it uses a song and LED glowing trucks to catch the audiences attention. Obviously it works because it is still played at Christmas over 20 years later.
3) 'On Your Child's Life' // Fire Kills Campaign
A much more serious advert this time, is one from the Fire Kills Campaign. This animation was voted to be in the top ten most effective British adverts of all time and I can see why. Unlike the previous two, there is no song, no fancy graphics or nostalgia, but instead there is a monologue spoken by a young child who is begging parents in the audience to promise to check their smoke alarms. The monologue is naturally heartbreaking because it is spoken by a young child who is assumed to have been himself, killed in a fire. A huge contrast to many upbeat adverts, this one captures your attention because of the silence and the serious topic. I think this is SO effective, I had to watch the whole thing it was done so well. I would like to create an advert possibly on a serious topic too, as I think they make more of an impact.
4) 'Save the Boy' by St. John Ambulance.
Another extremely effective and successful advert, would be this one by St. John's Ambulance. Again, this one takes on a serious topic, and despite it being live action, as I think that it could equally be as effective in animation, the narrative, in my opinion, is very unlike anything I have ever seen. The advert has two perspectives, a woman and a man. The woman is seen looking out the window, and outside the man is playing with his child. His phone rings and once he looks away, the young boy is off climbing a tree. It is quite obvious what is about to happen as the father is not paying attention to his child, but with the cut backs to the woman, you think that she would be able to see it as well, as she is clearly looking out of the back window. However once the child falls, the father panics and the woman rushes outside. Except she is rushing to bring her washing in from the rain, as she is completely separate to the father and son scenario, it is just the editing that has made us think that, as well as the voice over. I have never seen anything like this before where you think one thing but it is actually another, for such a frightening and scary topic. I think this advert is well executed and is defintely another memorable one.
These are just some UK adverts that I have looked at to get an idea of some of the things I could produce, but there is just so much to choose from, therefore I will have to ask for advice and get some feedback in my rationale.
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