Commercials that portray “a slice of life”, or choose one of the following: 1. Humor; 2. Sex (not in any particular sequence!) will always get noticed (yes I heard you say “cute babies or puppies”… that formula works too!).
The former format is of course deeper, as it potentially resonates with the audience.
Of course there’s NO GUARANTEE that the ad will make us buy more of that brand, BUT it will make us remember the ad long enough, as it’s a well-made story – regardless how brief – and something in it made us take notice and connect with it. Here’s one such TVC. Simply gorgeous!
Made me remember old black and white Italian movies of the post-war era.
The young boy’s voice over at the end:
My papa always told me two things;
Always look for potential, then… have the patience to wait for it.
“A young boy puts up with teasing and bullying from his peers as he supports the love of his life”.
Director and Producer: Keith Rose and Karen Kloppers at Velocity Films.
Coproducer: Maria Garofali at Pioneer Productions.
Director of photography: Keith Rose.
Post produced: Deliverance and Waterfront Post.
Editor: Ricky Boyd.
Music and sound design: Rob Schroeder.
Music: Cucurrucucu Paloma by Caetano Veloso.
Client: Allan Gray Investment Firm. (“Beautiful” Campaign)
Creative Agency: King James, Cape Town, South Africa