The success of the long-running campaign overall was largely thanks to the global approach Snickers and ad agency BBDO took, featuring celebrities famed in each global market you can see regional versions here. But it all started here, with a beloved octogenarian getting crash-tackled into some mud. Animated television ads are nothing new.
At first, they relied on hand-drawn cel animation which made them far more expensive than the live action ads that dominated. The video features a catchy song and cute animated characters being killed in a variety of absurd ways. The message is simple: Be safe around trains. The campaign was a massive hit , becoming the most awarded campaign in the history of Cannes and racking up more than million views on YouTube to date.
Directed by PES, the Emmy Award-winning ad was created over four months, incorporating thousands of hand-drawn illustrations by dozens of illustrators and animators. The paper flipping was captured using stop-motion techniques, with real people carefully manipulating each image, one frame at a time.
The result is a heartwarming story of two unlikely animal friends sharing Christmas. Biteable makes it easy with hundreds of free animated video templates. Get started here. Then it ends with a hilariously meta tagline. A favorite of this experts over at Ad Week , this subversive second spot originally aired during the Super Bowl. Channeling art house cinema and the films of Ingmar Bergman, these ads were dreamlike, highly stylized, and, yes, somewhat incomprehensible.
Viewers were split. Some found the ad and its CGI mascot to be hilarious, while others thought it was creepy, annoying, or stupid. But the overall consensus? It definitely grabbed your attention. Starring a cute little boy and a dog named Duck, we watch as the two grow older, side by side, and eventually learn how the pup got his unusual name.
And yes, you might just cry anyway. In parts of Asia, Thailand in particular, advertisers seem to be all about making viewers cry. One company, Thai Life Insurance, is especially well-known for producing massively popular, touching commercials. For millions of Americans, the Super Bowl is really about the commercials. While older viewers tend to still be interested in the game, one poll found that the majority of viewers under 30 prefer the ads to the halftime show or the action on the field.
But they were only able to make these big splashy plays by picking relatively obscure athletes from a relatively obscure sport. They needed to do something splashy in order to try and win this battle.
They are probably the most famous athletes in America in track and field, for sure, possibly the world. And it all comes down to this. You know? Avirgan: Yeah. Well looking back, what everyone remembers is that every single one of these ads starting in the Super Bowl ends with Dan versus Dave to be settled in Barcelona. Well, you know maybe this is too complicated to get into a national ad campaign, but you have to qualify in order to get to Barcelona and have that showdown between Dan and Dave.
He was the best decathlete at the time. I think Dave Johnson would admit that as well. And he just had basically his one off day in a kind of like, year stellar career on that day in New Orleans in that qualifying event for the games. And all of a sudden the Reebok executives are going, uh oh, we made all these promises, and now one of our two guys is not going to be in Barcelona. Yeah, we were actively hoping that something bad would happen! I mean, what are you going to say?
Avirgan: Yeah, I mean, that might be my favorite piece of tape as well. I mean, you know, what else would you expect a Nike exec to say? You know, I like that tape, too. I mean I think we can look to this year, right?
We just had a Super Bowl, and the ads that NBC was running were kind of, I would say, for the more typical group of sports. You had your figure skaters and your downhill skiers.
I think those days are probably over. Our mission at Marketplace is to raise the economic intelligence of the country. Marketplace helps you understand it all, will fact-based, approachable, and unbiased reporting. Generous support from listeners and readers is what powers our nonprofit news—and your donation today will help provide this essential service.
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