Pre-rolls; we have a love/hate relationship with them. We love them because they work and are great for effective targeting, but we hate them because we just want to watch Miley Cyrus’s new clip already. This was the basis for Burger King’s latest digital campaign; they’ve made 64 pre-roll placements making fun of the format, targeted them towards young males and placed each contextually to reflect what the guy was about to watch. Worth watching just to see how dismissive of their own great deals they are!
I am going to examine the TVC created by Nike Football; titled, “Dare to be Brasilian”. This 90 second TVC was created in conjunction with the FIFA World Cup being held in Brasil in 2014. It covers a range of eras of Brasilian football and does so through a number of ways; In this article I will pick it apart and show why I believe it deserves to be in the “HOT” category.
BASICS OF THE TVC
The TVC shows a variety of times throughout the Brasilian national teams history including the 1950s(?), the 1990s, 2000s, and the current squad.
Although this ad is based on the Brasilian national team is also features players from Argentina ( known to be one of the best football teams in the world) as well as people who seem to be from England ( also known to be a very strong football side).
During the TVC players flash back and forth from playing street football in what seems to be a poverty stricken area, to playing for the Brasilian national team in a packed out stadium.
WHAT THIS ALL MEANS:
The whole point of this TVC can be summed up quite well by the title “Dare to be brasilian”. It is common knowledge to those who play/watch football that Brasilian players have their own style of play, which involves flair, skill and speed. For years the brasilian national team has differentiated themselves from most opponents and dominated using this style. Their Style is also known as “Joga Bonito” which in portugese means to “play beautifully” which describes the way they play perfectly, beautifully. This style was created on the street, with the street being the starting point for a lot of professional brasilian players careers. This is shown throughout the TVC when the players are put back into their original environment, and then are shown performing the same trick in a stadium.
WHY THIS TVC IS HOT:
I think the whole reason this TVC deserves to make it into the HOT category is the fact that Nike Football have been able to capture and display the whole meaning of “playing like a brasilian” and shown it in 90 seconds. The visuals of the players using skills they learnt on the streets against big international teams make it easy to identify what they mean by “Dare to be Brasilian”.
It may be a cop out to like a beer ad. But I cant help myself. And I refuse to apologize. When beer ads are good they are very very good, but when they are bad, they are awful. Luckily this Carling Beer ad falls is in the ‘very very good’ category.
It starts off with a fantastical idea that voodoo is in fact real. The great thing is, we’re willing to accept it. Maybe it’s that there are so many Sci-Fi and fantasy films out nowadays, or maybe we all just want to escape the boring monotony of our ‘muggle’ lives (10 points to gryffindor for that excellent Harry Potter reference) Regardless of why, when the voodoo works, we believe that is the pretense of the ad. The voodoo is the humor. I’ve never use the word voodoo so much. Voodoo. Back on topic, the actual humor in this ad comes from realism. And I love that. It’s almost like the creatives say ‘gotcha’ at the end.
Now maybe it’s my love for this Ricky Gervais style humor or maybe it’s that yes, the boys and girls at Creature London ‘got me’, regardless, the moment they break the voodoo act I smile. Every time. And that’s a lot, this is one of those ads I just had to watch again.
While my favorite part is that ‘reveal’ I have to give credit to the set designers, stylists and the whole crew along the way. With great costumes and a set that reminds me of my house (just a whole lot better) around Halloween, the viewer doesn’t even bat an eye when the voodoo ‘works’. And i havent even mentioned the score yet, that’s a whole lot of genius in itself.
This ad totally brings out the giggly child side of me, the side of me that eats hot chips with my ice cream, watches comedy reruns till 3am and has me out buying sprinkles to make some good old fashioned fairy bread. Which has me questioning whether this ad effects the side of me that shows my ID and can figure out complex sums (ie. how many beers can I buy and still be able to afford to feed myself this week?)
Nowadays there are brilliant ads, but I do wonder sometimes on their effectiveness, for an ad selling alcohol just abiding by the rules while still getting your product name on screen is tough enough, so my thoughts, for this particular ad, is that the effectiveness comes with the brand recognition. They are using their two ‘brand ambassadors’, they boys who have appeared in previous Carling ads, so there is continuity, and the ‘feel’ of the ad is similar to past ones, plus the memorable ‘Its good, but its not quiet Carling’ tag, all ties in nicely. I’d like to think if I had the option for a Carling I’d give it a shot. Figuratively. I’m not in the habit of taking shots of beer.
However I won’t know for sometime as I have never seen a Carling beer in Australia, but I am one of those ‘I’ll have what s/he’s having’ when it comes to beer, so maybe its on tap every- where and I’m just oblivious. Do tell me if it is around, I enjoy being corrected on the internet. Either way, this ad deserves a slap on the back for its use of realism as the part of the ad that is ‘out of place’. Well done Carling. You got me.
And now for the credits; please hold your applause until the end.
Agency: Creature London
Creative directors: Ed Warren, Stu Outhwaite & Ben Middleton
Creatives: Lyd Raghavan & Steph Rohr.
Production company: Smuggler
Directors: The Sniper Twins
Audio post production: Factory
(Thanks australiancreative.com.au for collating this neat little breakdown of the worker bees, it would’ve taken me a whole 20 minutes to present it so nicely, and there are way to many cat videos I could be watching instead.)
When audio is all you have to work with, you need to get creative, and the boffins that look after Doctor Who’s promotional material certainly know how to do it well. Using sound affects from the show like starting the ad with the revving of the TARDIS to placing all the vocals behind weird effects to sound like they’re being communicated through time, this one hit the spot for Whovians.
Dove is known for its Advertising / Marketing content about women having confidence in themselves and defying conventions and pressures of purely focusing on their appearance.
This has been achieved by rebelling against what we usually seen in magazines and other beauty product advertisements which is, the perfectly in proportion model with flawless skin tone, muscle tone etc and using women that are not necessarily abnormally perfect but yet attractive, ‘real’ women.
The brand suggests through these advertisements that real beauty is about feeling good and smiling from the inside out, which resonates positively towards women. They donate to women’s organisations that focus on building self esteem and confidence which gives the brand and its users something to talk about.
Dove has connected with many women around the world, through ads like the “Real Beauty Sketches” and the “Photoshop” eraser, however it brings to my mind how clever the strategy actually is.
I’m sure Dove are aware of the consciousness of what most women perceive as real beauty, as the perceptions have been thrown in consumers faces since the beginning of time, by rebelling against this, they become the good guys, the reliable soap, the soap you throw in your gym bag, the soap that is pure and simple. I’m not suggesting that it is bad, just a very clever positioning strategy. Just because Dove has an Image of sensitivity, it does not mean they do not have a strategy to get product s off the shelf.
I guess in conclusion I would say that, the dove real beauty campaigns are effective, clever and touch many women around the world, I am a Dove user for all the reasons mentioned above. You can look at it like ‘they’ got you, or just concede to the fact that we live in a world of advertising, there strategy worked but they are also having a positive effect on women’s attitudes and behavior… so it’s not all bad!