I have been an ardent animation& cartoon enthusiast ever since I got some sense of my own… While in advertising too animation could seize my imagination and keep me there. But then my school of thought remained mine and not many joined it.... but then that was THEN...
Over the decades but this amazingly varied and vibrant medium has progressed from an inconsequential tool aimed at engaging children tired after school (and on dull Sunday mornings) into a source of power that has connected civilizations, enthralled scores and generations of people of all economic levels . ( I still watch a Tom & Jerry show over any other show ,given a choice !)
My beloved Industry still keeps a taboo over using of animation as an execution strategy and it still remains a under utilised tool reserved for cereal commercials and some (very few)other segments of the children’s market. This is not said forgetting the great mascots that advertising has produced (Captain Crunch, Tony the Tiger and The Jolly Green Giant, The Simpsons (Domino Pizza, MasterCard etc), Wallace and Gromit (Renault Kangaroo)…not to forget our own gattu of Asian paints and the omnipresent Zoo Zoo …. the list is endless. But then they were all mascots and very rarely became an execution platform…
Now at this juncture is what I saw this ad from ACME fitness which is direct, funny (just because it uses animation) and hitting the target right there at the weakest touch point…
Animation, with a fine dosage of humour and a compelling theme can give a brand and its agency inestimable creative and communicative powers .....It can bring to life images and ideas that can reach the TG and make waves. It could be used to say stuff which couldn’t be that easily said otherwise- exercise improves ‘performance’ said using any other execution platform would have been sexist, animation saved it…
To sum up, ACME is in the right path of advertising and if the platform is maintained and new variants of the same idea brought up, the brand is here to make waves in its category !!!
Kudos to Salt Chennai ( the creators - little is known about the guys though) and Mediaedge:cia for the right piece of work... !!!
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