Here’s something that doesn’t demand too much thought.
Hyundai are pitching freedom.
Maybe not that unique when it comes to cars, but nice to see a more creative execution rather than the happy family / cafe couple that we usually get bored by.
Innocean creative director Scott Lambert said that the ad represented a departure from Hyundai’s traditionally “sophisticated, clean style of commercial for a more emotive feel”, with more colour and tone than the brand usually employs.
The rights to the music cost “around $200,000″ – so we might be seeing more of this…and at least at that cost the music is central to the creative idea. The supercut editing is nicely done and you get a look at the car and features – the sun-roof, radio etc. All done in a way that entertains and communicates.
There are very few truly original ideas. Olympus credited their stop motion technique to an original film entitled “A wolf loves pork”, by Taijin Takeuchi. Olympus intentionally quoted his work in their viral movie, showing full respect to his original idea.
There are over 1 million views of the Olympus work on YouTube and doubtless thousands of other sites featuring the work.
The matching similarity of the Land Rover and Olympus pieces takes the shine off the creative (despite its obvious quality) and leaves you wondering if the client knew about the “original”. Even the whistling soundtrack and fish tank idea?
Another interesting example is the new Target Colour ad from The Campaign Palace in Melbourne. It is derived from (or inspired by?) the video for “Her Morning Elegance” by Oren Lavie:
But in this case it is clearly a derivative / evolution and some would argue an improvement on the original that received over 7 million YouTube views boosted by Target’s ad.
Copy too closely as Land Rover have done and the creative community and consumers quickly notice.
Hopefully the Land Rover client was in the frame from day one….