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Have These 5 TVCs Hit the Mark?


Gemini People's senior consultant talks about the ads that have impacted him over the last six months

Have These 5 TVCs Hit the Mark?

What strikes me about this WWF campaign - or mood film if you will - is that Uncommon got all of the emotive elements spot on.

The voice of the narrators sat effortlessly over the top of the instrumental music and it makes the hairs on the back of your neck stand to attention.

The images were both shocking and thought provoking in equal measure and the climax of the close up of the tiger's eyes followed by a human girl's were very emotive. A double meaning of eye of the tiger perhaps…?

What I am most interested in about this piece though, is the call to arms: 'are you for this world or against it?' This very question asks us whether we’re prepared to fight for our world and change our everyday behaviour. Can we do it?

We’re the first generation to know that we’re destroying the planet and TVCs like this actually help us pick the side we want to be on.

Now, on to Iceland / Greenpeace's Rang-Tan. Would this campaign have worked quite as well without the voice-over mastery of the Oscar winning actress Emma Thompson?

I believe that by using her undeniable talent, the advert was able to deliver the message in the most effective of ways – through storytelling.

The overarching meaning of this advert is for us to understand that the everyday products that we use and take for granted come at a cost. Sometimes that cost needs to be staring us directly in the face or disrupting us out of our comfort zone… in the case of this ad, it’s a little girl's bedroom.

One has to wonder, would this advert have been viewed as many times if it hadn’t been banned for breaching political advertising rules?

Some people asked if Iceland always knew it was going to get banned. Iceland said that they were not that clever and that they never anticipated it being banned would elevate it so much. Maybe it has something to do with humans' secret desire to watch what we’re not supposed to.

We may never know, but the impact was undoubtedly phenomenal, making it the most viewed Christmas campaign of all time with 65 million views and counting.

What can’t be argued is that this advert has impacted human behaviour in a positive way, with sales of Iceland’s palm oil-free mince pies rising by 11% from last year. Iceland have pledged that all of their own brand food will be palm oil-free. Unfortunately they have not managed to honour this as of today but hopefully their efforts will encourage other brands to follow suit.

"It’s only by challenging ourselves to do more that we can get closer to our best".

This is a quote from the latest Gillette advert from Grey New York which has become so divisive since its launch. The takeaway moment for me was the words of the Hollywood action star and ex-NFL player Terry Crews who said, and I quote: “Men need to hold other men accountable”.

The call to arms of this advert is happening at where they have pledged 1 million dollars per year for the next three to non-profit organisations designed to help men be their best.

Whatever your thoughts about the advert, at least Gillette are putting their money where their mouth is and using this ad as a platform to highlight the impact changes in behaviour can have.

Lacoste's 'The Big Leap' has to be one of my favourite TVCs of recent times - it works on so many different levels.

The uncertainty, the fear of the unknown, rejection, adrenaline, and butterflies in the stomach are encapsulated and portrayed so brilliantly by the male actor in the coffee shop scene.

I also think one of the reasons I love this one so much is the song. Music is such a key ingredient to creating the right emotion that runs into the main theme of love, and the risks that are needed to be taken in order to find it.

In this case the analogy is literally jumping off a building in what is depicted as a massive leap of faith (hence the title) only to find that if taken, it leads to a Nirvana and a sense of weightlessness that can only be likened to an out of body experience... Which is often associated with the most powerful of positive emotions – love. 

The reward for the effort in this particular scenario is the kiss with the woman you love.

‘Life is a Beautiful Sport’ which is the tagline at the end doesn’t quite sum it up for me as the message from this campaign transcends sport.

I don't think I've ever scratched my head over a TVC more than I did when I saw Budweiser and Game of Thrones' Super Bowl ad.

Firstly, I don’t quite understand why GOT felt that it needed to partner with a beer to promote what is arguably the most anticipated final season since the history of final seasons began (well, apart from maybe Friends…). I’m pretty sure even non-fans are aware that winter is coming…

I’m even further bemused by the fact that it was directed in part by David ‘Red Wedding’ Nutter and even had sign off by Benioff and Weiss (the show’s creators).

The idea was to spark up a ton of conversation when the GOT twist was revealed at the end of the Bud Light advert. Conversation has definitely been sparked but it’s divided on whether the partnership is approved of by fans or not... I’ll let you decide. However, I will say that it has got us all talking about GOT again (as if we ever stopped)…dilly dilly.

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Genres: Storytelling

Major Players, Thu, 14 Mar 2019 09:53:06 GMT