While I was busy procrastinating and watching Superbowl ads online, I came across this one for the new Yukon hybrid SUV.
http://creativity-online.com/work/view?seed=zaEcZCHr&playlist=428
I think this one really stuck out from the crowd because it is so simple and the images, while really only combinations of black lines, help greatly in getting the message across. Even though the design is abstract, you know the story behind the man who is continuously pushing pebbles up a hill and so you understand what they're getting at without them having to come right out and say it.
I thought it was really effective.
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3 comments:
I have to disagree about the ad being effective. I think it was melodramatic and confusing. I realized halfway through that I had no idea what the narrator was talking about, let alone what point he was trying to make about the car. I have to say that advertising is going through a bizarre phase. It seems the goal is to make the weirdest commercial possible.
Yeah, I would disagree, as well. The ad seemed too bland and esoteric for the Super Bowl. The design itself was somewhat interesting, but I would say Yukon massively misjudged its audience -- people may pay more attention to Super Bowl ads than when watching everyday television, but that doesn't mean they're not waiting for that one boring commercial to get a refill or hit the bathroom.
I also found it interesting that they used animation in a Super Bowl ad -- I can't help but think of J345, when we learned that animated commercials are much, much cheaper to produce than acted ones. This always makes me question its use -- oftentimes the result looks cheap or cheesy (Sales Genie, anyone?). There may not have been a better way to do this particular commercial, but then again, I probably would not have done it this way in the first place.
It took me until about 25 seconds in to realize what the animation was. I initially thought it was just a weird motion design, not a person pushing something.
To me, that means the ad is not effective in getting me to recognize the product.
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