Wednesday, August 09, 2006

The (Revised) Attack of The Killer Spot...

EDIT: here is a link to the 2006 Cannes Lions winning commercials...check out the Gold, Silver, and Bronze winners for some serious procrastinating...including these very cool VW ads with animated rabbits that act out entire films like Pulp Fiction, Jaws, and Star Wars in less than thirty seconds.


I used to work a rep movie house back in my university years...you know, the one that played the latest greatest foreign films or the cool independent releases - but my fav was always the yearly complilation of World's Best Commercials from Cannes.

Like telling a great joke or a powerful short story, commercials have to engage immediately and deliver the goods with punch and precision...in a way, almost seduce you. And even though ads are ultimately about selling a product, they can be as creative and funny and entertaining as any good episode of your favourite television show (albeit in shorter doses).

Here's a few interesting ones I found...












Did any work for you? What makes a good tv ad?

10 comments:

Heart Of Darkness said...

Hey Will

Commercial... could you find me the BowFlex commercial that's on in the US (maybe in Canada too)? I'd be forever grateful! ;)

Chopped Nuts said...

I liked all of them (except maybe the body spray one went ona bit long).

I think the most effective commercial I can remember was from at least ten years ago - an anti-drunk driving ad, set in a hospital, where a doctor pulls a husband and a daughter behind a screen, then you hear the girl scream something like "I want my mother". No matter how many times you'd see it, everyone would always cringe at the sound of the girl's wail.

Kelly J. Compeau said...

The one with the lovers picking up their clothes as they head back to the grocery store was cute. But as Chopped Nuts said, a little long. The Nike ad, holy crap, that must've cost a few million. The Pepsi ad was the usual clever swipe at their biggest competitor.

For me, what makes a compelling ad, is a witty and/or emotionally moving story that somehow relates to my life, my needs, my past and my hopes and dreams for the future. But I'm also a discerning shopper and would never be taken in by an ad featuring fluffy kittens just because they're cute.

Crashdummie said...

Me having a masters degree in Marketing & a degree in psychology should know better than fall for commercials... but I can't help it!

I always fall for the cheeziest commercials eva! Haven't been able to see the adds yet due to work, but i'll check it at home & revert :)

Heart Of Darkness said...

Sorry to disappoint you, Crashy, but no fancy degree in the world will keep you unaffected by commercial. It's a personality trait, nothing you can acquire from a book...

The Film Diva said...

Berlitz wins, hands down -- except for the telescoping of the word "what" by the actor at the end, that thing was hysterical. I thought the deodorant ad was way too oblique, didn't care for the first, almost liked the football and the pepsi ads, but they were too "on message" for me.... I am one of those twisted folks that found that anti-landmine ad set at a US girls' soccer game powerful.

Good Dog said...

Another instance of the most simple being the most effective.

The first said as much about women as about men...

In defence of the Lynx spot - which I think is just great! - that was the 90 second version which must have been shown in cinemas.

For TV, it was obviously two-thirds the length, omitting picking up the first of his socks (which the girl uses as a mitten), and getting the shoe back from the mutt.

Good version of Over the Rainbow as well...

Berlitz. Good.

The Pepsi ad was just excellent. A simple set up finished off with an effective twist.

Nike. Oh, dear. Then again, it was from 2000. Which is why it heavily 'pays homage' to The Matrix, with touches of Terminator and films where shit blows up. That said, the Nike ads - at least here in the UK - have stayed as bloated, high production value mini-epics... which I guess appeals to the yoof audience they want to sell there gear/logo to.

Having worked on animated commercials for about a decade, the only thing I know for certain is that most clients only give a real damn about the pack shot.

gizmorox said...

More bunnies can be found at Angry Alien, they're wicked fun.

The Berlitz one is hilarious, takes the cake. The Lynx one was good, cute. Pepsi, adorable, not going to make me switch. Nike, eh. Neat footwork, but I have no connection to the product.

Music is pretty key in commercials for me. I remember all the VW commercials because of the songs, and those Mitsubishi ones that were a hit a few years back. I first went to eMusic because they used Bloc Party in the ad.

In the end, they have to be clever and not too self-important. Funny helps.

gizmorox said...
This comment has been removed by a blog administrator.
wcdixon said...

yes Gizmo, I just discovered the Angry Alien bunnies site (so I presume VW just packaged them into ads)...very fun.