For my final post I decided to deviate slightly from my usual posts that use the before and after effect in advertising. Today I am writing about the opposite. In the advert I am reviewing we see the after effects first leading to the before effect. The advert in question is the 2005 campaign “it’s 30 for a reason”.
The advert is very hard hitting and leaves a lasting effect on the audience. We begin by seeing a lifeless child at the side of the road, she has blood on her head and is almost blue in colour to convey to audience that she is dead. The voiceover then states “if you hit me at 40MPH, there’s a 80% chance I’ll die”.  The voice over is spoken by a child who we presume is the girl on screen as she is talking in first person. We then movement and it becomes clear that the film is for lack of a better word, rewinding. Blood goes back inside her ears, bones snap in to place and her colour gradually starts to come back. The child is then reversed backwards on to the road and we see her come back to life by taking a deep dramatic breath. The voiceover then states “Hit me at 30 at there’s around a 80% chance ill live”.

In this advert we see the consequences of an action that is avoidable and this advert very successfully drives this point home. We see the after effects are truly horrific and we are taken back through time to the "before". This drives home the tagline and copy used within the campaign and evokes thought in teh audiences mind about how something as slowing down by just 10MPH can avoid the most dire of circumstances and possibly save a life if god forbid and accident like this happened to you. 

Unlike all my other posts I don’t love this advert. I find it very morbid, emotionally provocative and hard hitting. However In my opinion this is one of the most successful campaigns I have ever seen. I was basically a child and the advert was never aimed at me when it came out. However it affected me in such a way that all these years later I remember it and it still provokes a deep reaction within me. The producers of this advert in my opinion haven’t been too morbid as with such a serious issue I believe there can’t be room to worry about offence. I think that you could ask any person in the UK and whether they love it or hate it, they remember it. It carries such an important message that could potentially save lives and for me they have got this message across to all audiences. The trend of brutal and arguably morbid scenes shown in safety adverts continues to this day but for me there is no other way that better demonstrates the seriousness of the issue they need to inform the public on. Of all the adverts iv seen during growing up and even to this day none made me go away with a deep long last impression like this one.


https://www.youtube.com/watch?v=HeUX6LABCEA
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  1. For my final post I decided to deviate slightly from my usual posts that use the before and after effect in advertising. Today I am writing about the opposite. In the advert I am reviewing we see the after effects first leading to the before effect. The advert in question is the 2005 campaign “it’s 30 for a reason”.
    The advert is very hard hitting and leaves a lasting effect on the audience. We begin by seeing a lifeless child at the side of the road, she has blood on her head and is almost blue in colour to convey to audience that she is dead. The voiceover then states “if you hit me at 40MPH, there’s a 80% chance I’ll die”.  The voice over is spoken by a child who we presume is the girl on screen as she is talking in first person. We then movement and it becomes clear that the film is for lack of a better word, rewinding. Blood goes back inside her ears, bones snap in to place and her colour gradually starts to come back. The child is then reversed backwards on to the road and we see her come back to life by taking a deep dramatic breath. The voiceover then states “Hit me at 30 at there’s around a 80% chance ill live”.

    In this advert we see the consequences of an action that is avoidable and this advert very successfully drives this point home. We see the after effects are truly horrific and we are taken back through time to the "before". This drives home the tagline and copy used within the campaign and evokes thought in teh audiences mind about how something as slowing down by just 10MPH can avoid the most dire of circumstances and possibly save a life if god forbid and accident like this happened to you. 

    Unlike all my other posts I don’t love this advert. I find it very morbid, emotionally provocative and hard hitting. However In my opinion this is one of the most successful campaigns I have ever seen. I was basically a child and the advert was never aimed at me when it came out. However it affected me in such a way that all these years later I remember it and it still provokes a deep reaction within me. The producers of this advert in my opinion haven’t been too morbid as with such a serious issue I believe there can’t be room to worry about offence. I think that you could ask any person in the UK and whether they love it or hate it, they remember it. It carries such an important message that could potentially save lives and for me they have got this message across to all audiences. The trend of brutal and arguably morbid scenes shown in safety adverts continues to this day but for me there is no other way that better demonstrates the seriousness of the issue they need to inform the public on. Of all the adverts iv seen during growing up and even to this day none made me go away with a deep long last impression like this one.


    https://www.youtube.com/watch?v=HeUX6LABCEA
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  2. The advert was created by BBH London by creative directors Rosie Arnold, Alex Grieveand Adrian Rossi, for deodorant company Lynx who are owned by Unilever. The advert was made in 2006 and debuted during the England vs Sweden football game and was never screened again. The ad however became an internet phenomenon. This is how so many people remember it despite been shown only once on TV.
    In the advert we see a large amount of attractive women in bikinis running intensely toward something. As the advert progresses we can see that there are 1000’s of women all desperately trying to reach something that is obviously very desirable.  We see them running through Jungles, swimming oceans, scaling all kinds of terrain. The eventual reveal is a man spraying Lynx deodorant on a beach with the women all racing to get to him. The tagline is “Spray More. Get More. The Lynx Effect” this insinuates to the audience that using Lynx will make you more desirable to women. Again this ad continues with my blogs theme or reviewing adverts that use the before and after effect. This is used in a tongue in cheek sense as not many people are going to believe that using Lynx is going to make 1000’s of women fight over you but it is none the less fun and definitely appeals to the target audience of young men. The use of overly sexualised imagery also fits well with the audience and theme.
    I like the advert and think it tick all the right boxes for its target audience. I find its use of exaggerated circumstances to come across very well and not overly stupid. I also think that they have been very clever in using an average looking man instead of a muscle clad male model. I think this allows for the target audience to relate themselves with the product more as everyone sees themselves as an average everyman. I am a fan of this advert and a number of others by Lynx and its American counterpart Axe, they all share the same comedic tone and work well for me. I was massively surprised when researching this advert to find that it had only aired on UK TV once. The advert left a lasting impression to me and when asking friends they all recalled the advert. The fact that Specsavers parodied the advert themselves also demonstrated that the advert had a lasting effect on audiences and in my opinion showed that it was a successful campaign by BBH.


    https://www.youtube.com/watch?v=sQrTN1urcZI
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  3. My next post is about the Tide advert entitled; Dirty Little Habit. The advert was made by the NY branch of Saatchi & Saatchi. It was directed by Matt Smukler and produced by Ashley Thompson. The ad was produced for Tide a washing laundry detergent company owned by Procter & Gamble. The product featured is a washing machine cleaner.

    In the advert we see a nun who has a “dirty little habit”, a double entendre that sets the tone for the type of advert that we will see.  Through the advert we see that she means that her habit (Nun head dress) is dirty and she doesn’t in fact have a secret. She then  realises it’s her washing machine that’s dirty and uses the Tide product and we see that the other Nuns are friendly and accepting to her having previously been avoiding her due to her not smelling anymore. This again shows before and after advertising technique in its simplest form. The Nun is sad, guilty and being avoided. Then she uses the product and all of a sudden she is surrounded with friends having fun and being very happy.

    I found the advert to be very funny and enjoyed it. Its risqué using the subject matter of Nuns and could possibly offend Christians but I think avoids being overly vulgar and remains fairly tasteful.  The ad will remain memorable and successfully conveys the product and its use. I think the advert was successful and a light hearted fun way to show the use of a product.


    https://www.youtube.com/watch?v=o3wf5Z55iAI
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  4. Like my previous post this advert also aired during the superbowl. It was produced by Hub Strategy and Communication and directed by DJ O’Neil. The advert features well known celebrities Snoop Dogg and Gilbert Gottfried. In the advert we are presented a number of elaborate situation were Gilbert Gottfried is angry because of his hunger. This leads to Snoop coining the term “Hangry”. Snoop Dogg acts as a voiceover to the piece but appears on camera and in scene directly addressing the camera.  We see Gottfried is suffering the effects of being “Hangry” which apparently include hallucinations, and pants discomfort. Snoop then introduces the product “Eat 24” an application to order take away. We then see in an instant the two surrounded by food and Gottfried is now noticeably happy.
    My opinion of the ad is that it is well executed in what it aims to achieve. It’s very simple and has a straight forward message that comes across well. The use of humor is also well done. It doesn’t try to be overly funny. It is quite outlandish in its attempts at humor at times but I think the use of the actor Gilbert Gottfried is very clever as he is associated as being loud, outlandish and angry. Known for his grainy angry voice he is one of the few actors I think who could achieve the result in the ad without coming across as too outlandish or OTT. The use of Snoop Dogg is also smart. He is a globally recognized and established star with fans that span numerous generations. Gottfried may be more recognized by the older audience, paired with Snoop covering the younger audience it’s a clever and usual pairing of celebrities, which for me absolutely works. The advert its self I like but I don’t think it’s particularly memorable for anything other than the features celebrities. 

    We again see the use of before and after advertising perhaps in one its most simple ways. We are presented a man as being hungry and angry and with our product the man is no longer hungry or angry. It’s presented as an instant and easy fix to a problem that every single person alive has had. The advertisers have advanced the effect by not just being hungry to not hungry but associating being hungry with being angry and reinforcing this with the coining on the term “hangry”. This then has the effect of instead of curing hunger this will also make you happy. The Eat 24 app is the simple solution when you are hangry. 

     https://www.youtube.com/watch?v=CgxYSbtp9JE
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  5. Fiat recently aired a new advert for their new Fiat 500x car. The advert was premiered during the Superbowl, one of the world primmest advertising spaces. The advert was produced by The Richards Group (US). The advert is set in Italy which is Fiat’s country of origin as well as also having romantic and sexual connotations. The advert features an older man being beckoned into bed by his presumed wife. The man excuses himself and attempts to take his last blue pill which is quite obviously Viagra. The pill is dropped and elaborately rolls pings and shoots throughout the local area, through fountains, off wine glasses, over rooftops etc. The Pill then lands in the open petrol tank of a Fiat 500 which then proceeds to bulge out and grow before transforming into the new Fiat 500X. The local women look on impressed by the new version of the car and the tagline “Bigger, more powerful and ready for action” is voiced as the ad ends.
    Overall I enjoyed the advert I found it to be well produced and funny. I thought the use of sexualised humour was well executed and remained tasteful. The use of the stereotype that bigger is better is enforced by the images of women admiring the bigger car. This is particularly well aimed in America were the advert is produced to air. I also think the advert cleverly demonstrates the difference between the new car and the old one. The existing product, The Fiat 500 is commonly associated with women and I think the advert cleverly differentiates the two cars. The advert is also targeting men by being so sexualised and putting the subject piece as a male and reinforcing this by the images of admiring women. Despite liking the advert I feel like it takes too long to make its point. I think the desired effect from the piece could be achieved in way less time. The scenes of the pill making its way to the car could be reduced and still gets the same effect, whilst also saving money on airtime.

    Again in this advert we see an example of before and after advertising but in a different way.  We are presented circumstances that show the new product and the existing one in the same advert. We see the car “bettered” and turning into the new one. This shows the audience that this product is a progression and step up from the previous. This is achieved in a tongue in cheek way with the use of Viagra which is commonly associated with bettering ones sexual performance and also fits quite amusingly with the tagline of “Bigger, more powerful and ready for action”.

     https://www.youtube.com/watch?v=YAcLViTHDOo
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  6. For this weeks post i will analyse "before and after advertising". I have decided to do so as both the adverts i have reviewed feature this technique.

    Before and after advertising is basically when an advertiser presents the audience with a before scenario and follow it with a far more improved scenario afterwards. This shows the audience that when a product is purchased things are improved and the product is useful to them. A very basic example to help better understand the concept of "before and after advertising"  is weight loss products/services. In numerous advertising for this type of product / services we see literal before and after pictures usually of a person who is out of shape in the first picture and usually glum looking. The after features a much thinner, healthier, happier looking subject. Below we see an example of this, Josie Gibson standing with a cut-out of herself at the launch of her fitness DVD. Presenting a before and after as evidence of how the workout gains results.



    We see before and after advertising being used in a less literal sense too. In the Mr Bean Snickers advert which i recently reviewed we can see that the focal character is Mr Bean who is a buffoon and his usual clumsy self until he eats a snicker and he is transformed into a kung fu warrior. The same is applied for the Smirnoff advert were we see that once Smirnoff is involved the party drastically improves. This technique of advertising is often used when advertising fast moving consumer goods. Fast moving consumer goods are products that sell quickly and don't cost a great deal to produce.
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  7. For my second post I will look at Snirnoffs latest advertising campaign entitled Filter the unnecessary.

    The advert was launched last month (22nd Sept) and will run initially until the end of the year. The ad is the latest work of the advertising powerhouse 72andSunny Amsterdam who have headed campaigns for companies such as Nike, Samsung and Starbucks. Carlo Cavallone acted as creative director whilst Joseph Kahn directed. It was produced by HSI London. The advert features the song 'Mink & Shoes' by  Psychemagik, which was written especially for the campaign. The campaign cost £15 Million n total and will run along side outdoor advertisements and digital media advertisements.
    The ad its self features a man walking into a bar from his perspective. It has a obviously uncomfortable vibe and clearly doesn't the man ( you the viewer ) doesn't fit in with the look of the room and the people in it. The room is OTT and vibrantly decorated with chandeliers, crystal, ice sculptures and features pretentious looking people who seem to all be looking upon you asif you suggest you don't belong here. The style would possibly be considered "hipster" as we see a number of outlandish outfits and even a handlebar moustache! We are alerted to a number of other things such as a DJ focusing on his phone rather than the music and a unattetive miserable looking barman. The general mood and feel of the room at this time is to make the audience feel out of there comfort zone and the people within the room unrelatable. The room then tilts and all the previously mentioned things exit and new more comfortable friendly decor and people are put in their place. The new room is more neutral on the eyes yet slick and stylish with an almost living room feel to it and not as colourful or flamboyant as the previous room. The people all look as if they are having a good time dancing and socialising. The people that look at you this time greet you pleasantly. The music also changed to a more trendy upbeat track to coincide with all the visual changes. The link to the advert is posted below.

    https://www.youtube.com/watch?v=Ga-hYsWD7Lg

    The ad features the strapline "Filter the Unnecessary. Keep the good stuff." This is very suited to the ad and its content and serves as summarisation that basically says you don't need to go to a trendy upmarket bar to enjoy a nightout you can do it anywhere as long there's Smirnoff. The tagline is also a fitting metaphor because of the mention of filtration as Smirnoff pride themselves on 10x filtration of there product and have made a deal of this in previous campaigns.

    I believe the advert is well put together and produced. It has a slick style and is presented well. You can see why the campaign will cost 15 million pound. As well as that I think the advert is successful in being widely inclusive. It stears away from trying to relate to you the viewer but rather connects by the fact that your not like the people in the begining of the ad. The vast majority wont be so this allows the audience to be targeted through this alone. I think the advert will have some success in its run but do not think it is the best campaign that Smirnoff have had in recent years. However I look forward to seeing the digital and outdoor sides of the campaign and seeing how it progresses as a whole as time goes on.
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  8. For my first post I have chosen the Snickers Mr Bean TV advert.

    This past weekend I was at the cinema enjoying my third viewing of the summer blockbuster "Guardians of the Galaxy" when prior to my movie I was alerted to a brand new advert from Snickers featuring Mr Bean. My recent studies in advertising immediately let me to take note as I had not yet seen this advert.

     The Advert features Mr Bean in his usual outlandish buffoonish style plunged into a action packed sequenced set in a unnamed but obviously ancient and oriental style setting. The advert features a group of elite looking warrior and Mr Bean in a series of sequences with a Kung Foo theme. The group is running across rooftops in a series of outlandish ways with great ease whilst Mr Bean clambers his way across gingerly and is repeatedly assisted by the other "warriors" until he falls through a roof leading to his capture by a number of hostile looking armed guards. A warrior from the roof then tosses Bean a Snickers bar that he then eats leading to him transforming into a different character of the same look as the rooftop elite warriors as previously mentioned. The newly transformed "Bean" then does an ellaborate Kung Foo spin escaping the captures and returning to the roof. At this stage snickers recent advert campaigns tag line "You're not you when your hungry" comes on to the screen and is spoken. This is a tie in with the recent and successful advert campaign featuring Joan Rivers. "Snickers, Get some nuts" then finishes the advert and also ties in with another previous campaign featuring Mr T. which was also hugely successful. The advert was directed by Daniel Kleinman for the agency Abott Mead Vickers BBDO.

    You can view the advert in the link below.

    http://www.youtube.com/watch?v=qIVDxL2lgN4

    My opinion of the advert is good. I found it both funny and well made. The advert its self is well polished and has a great authentic look to it. This is helped by being directed my Daniel Kleinman who has directed 6 of the last 7 James Bond sequences. The "celebrity" choice is also very good in my opinion, The Mr Bean character is universally loved by all ages and genders around the world. I saw evidence of this when my 11 year old sister and Girlfriend both enjoyed the advert as well. Later when researching the advert I discovered that Mr Bean has 61.8 Million Facebook likes which is almost double that of One Direction. This universal appeal and the fact that Rowan Atkinson is selective with the appearances of Mr Bean makes him hot property and a great campaign focus.

    To conclude I believe the recent Mr Bean Snickers advert is highly successful as it has all the components of a great advert. It is well made, funny and memorable. It has a great central character focus who is already very well known and liked. The campaign also ties into previous adverts allowing wider brand recognition.

    Thanks for reading.


    David
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