The Ad: This road safety ad incorporates horror film conventions, such as desaturation, visceral sound design and eerie child voiceover, to drive home its message. Of course, using a child as the hypothetical victim heightens the emotional impact. The narrative structure begins with the more destructive consequences of speeding, before playing in reverse to show the alternative – and more positive outcome.
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It's 30 for a
Car Keys UK
FROM:
The Ad: This 2004 ad campaign brings several clever stylistic tactics together. The line-drawing animated video – reminiscent of the ‘Red Bull gives you wings’ ads familiar to today’s audience – lends a playful aspect to an otherwise heavy topic. It uses humour to dispel political apathy, hooking onto a common tendency in British social life to approach serious conversation obliquely or sarcastically.
FROM:
TextFX
Don't do
Think!'s Ad:
Slinky Pictures Ad:
NOVEMBER 03/2023
The ads that
Make people laugh: humour can be a tough thing to get right in B2B marketing, but as advertising legend Sir John Hegarty says ‘Make people laugh. People love laughing, and they’ll come back for more. It works.
Tell a story: What the ’30 for a reason’ campaign shows is that employing recognisable story conventions to get your message across is more effective than simply stating a list of advantages/disadvantages.
Don’t ignore the data: Sadiq Khan’s latest anti-misogyny campaign is a great case study in doing the research to truly understand your audience first, and then building your creative on a bedrock of data and human insight.
Key
This month, the team gathered to share and discuss ad campaigns that inspired or affected us on a personal level, exploring how these had influenced our behaviour over time.
The Insight ›
The Hall of Advertising
FROM:
The Insight: By placing its two characters in a variety of recognisable everyday situations – the pub, the newsagent queue, driving in traffic – it’s able to make its message more relatable and drive home the far-reaching impact of politics on our daily lives. Ultimately, this brings to life an evergreen insight that makes the ad every bit as relevant and resonant today and emphasises the importance of anchoring ad campaigns in an emotive and human truth.
The Insight: Leading with the worst consequences before introducing the benefit of making the right choice is an effective tactic that forces the audience to pay attention and highlights why they should pay attention to speed limits that are too often casually disregarded. Using hard stats against the background of recognisable genre conventions grounds the scene in a sense of reality to make the intended message very clear: a marginal difference in speed can have life-changing impacts.
The Insight ›
Dove's Ad:
The Ad: Dove’s Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves, juxtaposing portrait drawings based on descriptions of women by themselves with drawings based on other people’s descriptions, taking a talking head, b-roll, documentary style format.
Dove Real Beauty
TextFX
FROM:
Dove US
FROM:
The Insight ›
The Insight: What makes this campaign effective is that it found a way to represent its message in an easy to grasp, unambiguous format: two varying images of the same subject. The difference between the two portraits is a stark reminder that the way we see ourselves is not the way world sees us. This is a campaign that builds on Dove’s stated mission of making beauty a source of confidence rather than anxiety.
changed us
Politics
Reason
Takeaways
Sketches
Drop!
The ads that
Car Keys UK
FROM:
The Ad: Sadiq Khan’s latest anti-misogyny campaign has caused hot debate, largely focused around the perception that it ignores much bigger problems of misogyny beyond inappropriate remarks. However, born out of Ogilvy’s extensive market research, it brings to life several behavioural insights, including the fact that the decision to act is a risk calculation. It urges a pragmatic approach that creates cultural safety and makes intervention non-threatening, thereby making it more likely that young men will call out sexism.
Say Maaate to a
Mate
London.gov's Ad:
London.Gov
FROM:
The Insight ›
The Insight: Changing the behaviour of a specific demographic is a difficult thing to do without causing offence or meeting resistance. This kind of non-patronising, non-hostile approach solicits respect and trust from the target audience and inspires action. As a brand-new campaign, its real-world impact is yet to be reported, but it is certainly an interesting example of how market research and data can shape a creative campaign
The Ad: Sadiq Khan’s latest anti-misogyny campaign has caused hot debate, largely focused around the perception that it ignores much bigger problems of misogyny beyond inappropriate remarks. However, born out of Ogilvy’s extensive market research, it brings to life several behavioural insights, including the fact that the decision to act is a risk calculation. It urges a pragmatic approach that creates cultural safety and makes intervention non-threatening, thereby making it more likely that young men will call out sexism.
Say maaate to a
Mate
London.gov's Drop:
London.gov
FROM:
The Insight ›
The Insight: Changing the behaviour of a specific demographic is a difficult thing to do without causing offence or meeting resistance. This kind of non-patronising, non-hostile approach solicits respect and trust from the target audience and inspires action. As a brand-new campaign, its real-world impact is yet to be reported, but it is certainly an interesting example of how market research and data can shape a creative campaign.