If any of you are big TV commerical fans like myself (in my case viral versus television), you may have wondered why U.K. videos always seem to go viral, as opposed to (my opinion now) blah blah blah US commericals. If the best someone can give me are the Superbowl ads, maybe we can learn something from across the pond.
If you haven't seen "Eyebrow Dance" (Cadbury), "Rollerbabies" (Evian), or "Dance" (T-Mobile), look it up on You Tube now. Even the most non-TV watching friends I've sent this too have responded with enthusiasm.
Trying out to find the difference between "their" videos versus "ours" was hard at first. Besides just saying "British advertisers tend to be edgier" wasn't enough. What was it then? A strong creative idea at the center of it all.
What did all of those UK videos have in common? An ability to engage the viewer emotionally, whether it be changing their mood, or even just having them wonder "was that real"?
Maybe it's just me, but in all areas of advertising, old-fashioned creativity has been lacking. It's time to bring it back.
Sunday, September 13, 2009
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