That sounds a bit odd, but its true. I came across an ad by "THINK! Road Safety" they have come out with a campaign that showcases casual videos that have not been enacted or shot with the intention of making an ad film. These are real incidents that got captured by the way and they have been signed off with a message.
Our perceptions of Reality TV is all about entertainment, but this is a form where it has been taken beyond entertainment and used to make some constructive use of the fact that they are real.
Today one of the reasons that advertising communication doesn't work effectively is because the consumer thinks, every advertiser will obviously talk only about the best of their products or if they are giving out a public service message, there is always a feeling of "this is not for real" hence dropping the believability of the message many notches, this new innovative campaign has aced on breaking that barrier and made it look like it cant get more real than this.
Have a look at the ad and I would look forward to your comments.
Tuesday, January 8, 2008
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1 comment:
It does make you think. Though, to grasp the attention of the viewer, I think it maybe important to create a story even from the reality clip, say with captions below.. or showing a happy/bright start to the day.. something.. that says that life is/could've been different. and thus enforcing the last message.
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