Are you listening Halifax? This is how you make an advert

I am not a salesman; this post is not concerned with how the advert functions as a sales tool, but rather how it stands as a piece of art. I suspect that the two are closely related.

To my mind, there are several ways to make an advert count ascetically. Here are just a few of them.

1. Make it epic.

Epic adverts – to my mind – are the best. I just love to get all involved, and frequently can’t stop myself getting worked up about things for which I normally wouldn’t give a fig.

http://www.youtube.com/watch?v=FVM0OCPZEyA (All Blacks vs. British & Irish Lions promo – made ahead of the much anticipated tour to NZ, 2005. What a pity the tour didn’t add up to all the hype).

http://www.youtube.com/watch?v=4rF09DTclzc (RBS Six Nations 2010 Promo).

http://www.youtube.com/user/FlyBritishAirways?v=a4JdQi60an0&feature=pyv&ad=7178323097&kw=british%20airways%20to%20fly%20to%20serve (British Airways – To Fly, To Serve).

http://www.youtube.com/watch?v=epruuLVqhPg (Guinness – Some Are Made of More, made for the Rugby World Cup, NZ, 2011).

http://www.youtube.com/watch?v=s_suyZb5mDk (Hovis – Go On Lad).

2. Make it humorous.

So often the Achilles’ Heel of the enthusiastic advert. You can never go wrong with a bit of banter, and usually it can be achieved simply and even without singing (!), which is what Halifax fail so abysmally to realise.

http://www.youtube.com/watch?v=rMj5smdaHeA&feature=relmfu (Phones 4U – Samsung Wave).

http://www.youtube.com/watch?v=vHcT7hoYj8U (Tango – Diver’s Helmet, just one part of a hilarious campaign).

http://www.youtube.com/watch?v=Fojrw_vU0k8 (Skittles – Touch The Rainbow).

3. Make it beautiful.

It could be a lovely piece of music, good camera work or just a novel concept; beautiful adverts, along with epic adverts, are the one’s I watch repeatedly through crimson eyes when drunk.

http://www.youtube.com/watch?v=vZ-MdCIy94M (Sony Bravia – Superstar Dreams).

http://www.youtube.com/watch?v=lQ3D4CqHbJM (Philips – Carousel).

http://www.youtube.com/watch?v=id-biRhgiVw&feature=related (ITV – Rugby World Cup 2011).

4. Make it moving.

A technique less used than the others, but it can be employed to fantastic effect.

http://www.youtube.com/watch?v=opOQlA0LVqo (Pantene – Chrysalis).

5. Make it memorable.

There are some adverts that are worthy of distinctive especial mention. They do what all the good ones do… Only for some reason they are better.

http://www.youtube.com/watch?v=zcdDg30VBgo (Guinness – Horse Surfer).

http://www.youtube.com/watch?v=HhsWzJo2sN4 (Apple – ‘1984’ advert, made for the Superbowl 1984).

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