Forget the flashy H&M ads, forget the stilised perfume ads and especially forget the retarded fastfood ads.
Enter the world of real advertising. The world in which not only the message matters, but also the way the story is told matters.
It is not very easy to tell everything you want to in a mere 30″ commercial, but it is possible. New hamburger? no prob, we just show the audience the ingredients and the composition.
A new bottle of water? No sweat, we just show people enjoying themselves while drinking our water … big woop.
Booooooooring !
Thank god, every now and then a brand has the guts to break from these sterotypical commercials and become famous for having its own special way of promoting.
The first example is Louis Vuitton.
In cooperation with Ogilvy Paris, they launched the fabulous “Core Values” (Where will life take you) campaign.
This commercial was designed for cinema (runtime 2.50m) and a special television edit was later made.
Without saying anything, without having irritating testimonials, the company succeeds in telling its story.
This story is a simple as it is magnificent : “life”. This commercial shows us not what we can do with the product or what we are without it, no it shows us the journey that life is, a journey on which we might take a Louis Vuitton bag with us.
The second example is made for Johnny Walker by BBE London.
Now this commercial is different from the first one, simply because there is text … alot of text.
As with most Whisky brands, not the amount of friends or the number of parties matters, no the mature manly approach is more important.
Johnny Walker, as always, tells us how great their Whisky is. That’s it?
Not really … they tell it by telling the story of how it became so grand.
Enough of me jabbering, lets see the commercial !
Welcome to the world of Art-vertising !
