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. (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). (RBS Six Nations 2010 Promo). (British Airways – To Fly, To Serve). (Guinness – Some Are Made of More, made for the Rugby World Cup, NZ, 2011). (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. (Phones 4U – Samsung Wave). (Tango – Diver’s Helmet, just one part of a hilarious campaign). (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. (Sony Bravia – Superstar Dreams). (Philips – Carousel). (ITV – Rugby World Cup 2011).

4. Make it moving.

A technique less used than the others, but it can be employed to fantastic effect. (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. (Guinness – Horse Surfer). (Apple – ‘1984’ advert, made for the Superbowl 1984).


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