Business Thoughts, Stuff I Like

beautiful use of all elements for good cause

Ok. A friend of mine sent me this link to a very cool UK TV execution. (it’s at the end of the post)

Before I get to the execution let me tell you something I have noticed.

(this is a big generalization because I didn’t do any formal research but I bet if anyone did it would prove me percentagewise correct)

British advertising agencies know how to develop a 1 minute + length television commercials and American advertising agencies don’t.

Oops.

Sorry.

Look.

I don’t know why … but American ad agency people just seem to get so excited to have anything more than :30 second of film … they lose whatever talent they have and waste whatever extra time they have doing crap that makes you wish they had just done :30 worth of good stuff.

The Brits just develop damn good long commercials (and they aren’t always wacky British Monty Python humor).

Oh.

The other thing Brit ad people seem to do better than American ad people is cast people who look like real people.

I don’t know how they do it but our “real people” always look like actors and actresses and theirs always look like … well … real people.

Ok.

Anyway.

This television commercial.

It’s advocacy for wearing your seat belt.

Look.

I do believe advertising has a time and place to scare the shit out of you to educate (let’s say “get you emotionally involved enough to actually care about what I am being told”).

And then there is a time and place to craft a metaphor like story that (unlike some random parable) that tweaks your heart instead of punching you in the gut to educate.

This is an example of the latter example.

And a pretty nice one.

This is a beautifully crafted 1:30+ television execution.

Could I argue they could have cut it down maybe 10 seconds or so? Sure. But go with what you got.

The music choice is wonderful.

The casting of the people (especially the kid) is perfect.

The set up is great. It’s simple.

Check it out:

http://embracethis.co.uk/

I would have been proud to have this execution on my own reel.

Nicely done.

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July 17, 2010 by Bruce

Written by Bruce

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