This is interesting. A difficult category at best. I can remember some over engineered and wincingly awkward ads in the past which have shocked people into discussion, but probably not action.
This has a build into a believable and sincere, but subtle message.
The question is what is the objective – awareness, action against suspicion or donation? I think that awareness will build, but I wish it had a harder call to action.
Still a strong piece of work and I hope that whatever DM is associated to the campaign drives a message home.
It is certainly getting the views on-line, but I dont think it has the same tone and class as previous more understated efforts. Ref the classic white and black pint
The great thing about Guinness was the understated confidence in it’s humour and advertising. I can’t help looking at this and feeling it is “try-hard” and the joke is stretched by the end of it. Easy to buy the idea, but it should have been shorter and simpler as a reveal.
Brilliant for the ending and the nod and a wink to the Vader VW ad. Only in the SuperBowl can the car companies indulge in this. Shame that the preceding ad didn’t match Vader.
Much more about a short shelf life for the SuperBowl and hitting the Zeitgeist of a younger generation of aspirational Americans.
I like it for the fact that it sells a feature and presents it in a relevant, interesting way, but they still have some fun with the brand without it being at the brands expense. Fun and effective.
Interesting choice to go with an ad that features 2011’s X Factor Finalists singing the Xmas jingle…great social currency for the family audience.
If you do this it has to be high quality and seamless – this one nails it.
It stars Jason Thorpe as an newspaper man making his way home from the office to see his family. On his way home he comes face to face with characters from Superman, Where the Wild Things Are, Harry Potter and the Deathly Hallows: Part 1, Gulliver’s Travels, The King’s Speech, Mary Potter and It’s A Wonderful Life.
Good to see a big brand doing something interesting. Be even better to put this into a real street with real people (…sorry students).