Tuesday, 25 October 2011

Case Study: Recent Successful Advertising Campaigns

Animation in adverts is increasingly becoming more popular as they allow companies to convey their desired message to the audience, whilst creating the right type of mood. Without animation being introduced, the creativity and the messages they extend to the public are limited, and the mood usually relies on how good the actors are.

As I will be creating my own web-based banner advert, it is necessary for me to research on current material that is available, concentrating on what makes them so successful, memorable and how the styles and overall aesthetic is appropriate to their target audience.

Twinings tea advert has played around on the idea of how their product makes the users feel, with the idea that their tea makes the drinkers feel refreshed, relaxed and comfortable, hence opting for the slogan “Gets you back to you”. Emphasising and dragging out this emotion became the anchor point to the animation. It focuses on inviting the audience into the story of a woman struggling on an arduous journey to find herself. She is first found to be worried whilst rowing in windy conditions, then her journey is made much harder when she loses an oar. The boat carries her through the rough waves of which she has no control. Birds of sea foam carry her to calmer seas and the shore. She gets out and is greeted by herself with a cup of Twinings tea and at last, she is relaxed. The public will be able to relate to this story as the character is fictional, and many have experienced being stressed, which is easily relieved by a cup of tea. Playing on the idea of the emotion the product gives you is a clever aspect to play on, as it will also make the viewer want to possess the product and relive the feeling.

The style of the animation has been very effective in capturing the attention of their target audience- this being middle-aged and mature adults. It is done in 3-D, with a fresh yet muted colour palette and a watercolour aesthetic to offer a dream-like quality to the whole animation. It really appeals to viewers whom enjoy a finer tea, rather than your average “builders tea”. Being able to communicate and convey a message without any script is what makes this advert particularly sophisticated and effective.

Another successful advert is for the Toyota Yaris car. Their focus is on this new car design that is suited for the busy urban community, offering up-to-date functions and current technology. The series of these adverts compare the car to others that may think it is better than this new model. For example, this animation has an ordinary man, whom the public can relate to, in the new Yaris and he comes head to head with a successful looking businessman in a giant monster truck. The idea is that although the monster truck looks nice, it is totally unsuitable for everyday life, unlike the Toyota Yaris, that has the technology to nip in and out of tight parking spaces easily. Therefore, the seemingly ordinary guy in the practical looking Yaris, has the last laugh.

It has a very fresh and modern rotascoped style animation, with an urban vibe to add humour. The young actors in the animation emphasise that the new car is very current and “cool”, and with the lack of rotascoped adverts, this animation filled a gap and immediately grabs the audience’s attention of the product being perfect for anyone who enjoys new technology and a practical car, which is advertised throughout.

The catchy rap and beat of the music also plays a part of getting into the target audience’s head, meaning that this advert will be memorable, and even more so with the unique style the animation offers. 

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