Use of real footage in ads - Jemina

Today John showed us an example ad where they used CCTV footage oh parents losing their children for a moment in public to promote reuniting families divided by natural disasters and conflict. I thought it was brilliant and probably really hit the spot for parents who can imagine the emotion of terror and grief of losing a child. It reminded me of a few other examples of ads using real life footage in a brilliant way.


Allegedly the footage here is real security camera footage of a man breaking in to their taco shop. Some one in their marketing team grabbed this opportunity and made it a really low budget ad. It doesn't look like much but I think it's hilarious. For a small taco company they got a lot of media attention on basically no budget and turned a bad situation into a profitable one.


This is another brilliant use of an actual 911 call recording to raise awareness on domestic violence. It wasn't originally in english and only aired on radio but they recreated the call in english. They won a Cannes Bronze Film Lion for it.



Another great example of how GoPro grabbed an opportunity to use footage someone took with their camera for an ad. Making viral videos as an ad is really hard but here they used a video that was already going viral and made it their own. The firefighter uploaded the video he took at the job and it got 1,5 million views before GoPro contacted him and bought the rights to the video. After that they just added their logo to the beginning and the end and re-uploaded it. Now their add has 39 million views without any production costs. The key to the success was the quick reaction, because they got the video before it went fully viral.  Apparently sadly the kitten died of smoke inhalation on the night it was rescued which casts a shadow over the spot for the people who red the story. 




Comments

Post a Comment

Popular posts from this blog

The effect of sound - Jemina

Image
In films, two main sensory mediums exist, video and sound. Sound is what makes a movies atmosphere translate to the viewer when the video only hints it. For example suspense can be quite subtle in the video while the music creates the actual feeling of anxiety. Horror movies are the most obvious example of the effect of sound in films. In a way the whole term "Horror movie" is a wrong term for them. It's not the video that makes it terrifying, it's the sound. If you try and watch the shining on mute it will just look a bit weird and wont have the same effect as with sound. Same thing with romantic movies, without the cheesy background music most of the scenes just look a bit cringy and weird. Here is a video of the Rocky training montage without music and it just looks kind of  lame without the epic soundtrack. Sound is also a huge part of the movie's recognition. Star Wars for example can be instantly recognised by just the opening song. The use of the same
Read more

Anthony Smith - Jemina

Image
On Thursday I missed the visit from Anthony Smith so I thought I'd do some research on his work and experience on my own. When checking out his portfolio I mostly focused on his work with TV adverts because they fit into our brief. He has a really funny tone of voice and does brave things with his scripts. For example, his first TV ad for Nestle was "Yorkie - Not for girls" which could be offensive with the gender gatekeeping but apparently worked really well with raising sales by 200%. The execution was tongue in cheek enough to make it an obvious joke so that probably helped. I find the ad funny ad a creative ad student but if I just saw it as a consumer I wouldn't go buy a Yorkie. But I'm obviously not the target audience for this so it makes sense. Yorkie ad Most of his work seems to be based on comedy so they aim to make the audience laugh. That's a good way to stay in a consumers mind, especially if you make it an actual joke they can relate
Read more

Tom Attah - Lydia

Image
In today's session we had a talk from Tom Attah, the Popular Music course leader where we learned about how music can be used to create meaning. In our current project it is vital that we get the music right, so as to change the meaning of the footage we find. Tom taught us about Anaphones (definition: a particular sign as represented in music; a sound or melody that represents something, such as motion or romance) and how to spot them within music, such as the telephone signs in Lady Gaga's 'Telephone'. He also showed us how Mars by Holst and Chopin's Funeral March were used as inspiration for composer John Williams' Imperial March for Star Wars. He showed us that Mars uses sounds, instruments, textures, dynamics and rhythm to portray war, battle and loss. The piece is highly dramatic, and uses a full orchestra to create a highly textured song that sounds very intense. Whereas Chopin's Funeral March is set in a minor key and is slow in tempo, with solemn an
Read more