Using the real world to emphasise the benefit
Ads don’t mean much any more alone. It’s the story behind them that convince and engage the audience. I’ve seen two ads this month that cleverly use stopframe animation to link the product benefit to the real world. The animation process also gives the consumer a story other than that told in the ad to engage with – the “how did they do that?” which creates interest and discussion points for the consumer. Mixing the physical with digital or video creation is a trend I think we will continue to see more and more of as brand managers become more comfortable with moving away from the security of a traditional 60, 30, 15s toolkit for their campaign.
Nokia – Making mountains out of product features
OK so you will have seen this nokia ad by Aardvark by now so I’ve shared the making of. But this ad is interesting in that it’s not just the finished video that has been seeded; distributing the ‘making of’ videos and photos of the team creating the advert give more opportunity for discussion. These extra materials make the campaign ‘real’ and so make the product benefit seem far more believable than a slick ad campaign.
Take a look at neorevivalist for the making of pics.
Kia Picanto – tiny size realised through stop frame
The scale here is different but again stopframe is used to show the reality behind the campaign. Here the campaign doesn’t directly demonstrate the benefit of the product but the link between the main principle of the campaign and the smallness of the car is clear.
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