Posted tagged ‘Advertisement’

Children See, Children Do

September 5, 2010

Every once in a while a commercial comes along that stays with me long after I have switched off the television. Such a commercial is, more often than not, a public service announcement (PSA). A PSA has an intrinsic quality which appeals to me through the sheer force of its message.  The consumer in me is at ease while watching a PSA making it easier to be drawn to one. The situation contrasts sharply when I view an ad for a branded product. In latter case, I imagine a long-range radar antenna installed on the crown of my head critically detecting product features, benefits, and possibly estimating costs. It is no wonder my posts include more PSAs and non-profit ads than any other category.

I saw NAPCAN’s commercial weeks ago. It is a disturbing clip of children emulating actions of adults.  I do not have a list of criteria to check off when selecting a print ad, a commercial, or a spot for my blog. The measure I use is really the ad’s capacity to inhabit my thoughts. The 90 second NAPCAN spot fits the bill.

Benign acts of using a public telephone and waiting behind the yellow line at a railway station gradually descend into pernicious behavior. Scenes in the spot depict cruelty to animals, road rage, racism, verbal and physical abuse, and worse. The pattern when mimicked by children takes on a magnified hue that is deeply unsettling.  It is upsetting to watch a girl trample a cigarette end with her foot as she follows her mother off of an escalator. There is a sense of impenetrable sadness when you see innocence lost with a flip of a little finger.

The clip ends on a positive note with a man helping a woman gather her spilled groceries. The children join in. The message is powerful and is put across in no uncertain terms.

The commercial, developed by DDB, Sydney, was launched in 2006.

WARNING: You may find this public awareness commercial disturbing.


Call to Action

August 6, 2010

A stimulating idea simply executed makes for a compelling ad. What first drew me to this visual call for donation from GRAACC, Brazil was a clear contour, a minimalist approach to presentation that ensures the focus remains on objects in the center.

The photographs of children are cleverly juxtaposed against their grown-up pictures in similar poses and settings. On the face of it, innocent illustrations that emanate symmetry, a sense of earthly equilibrium between what has been and what would be. It is in fact a perfect set up for what follows in the last frame – a cancer stricken child’s photograph placed adjacent to an empty casing. As the full impact of it strikes the viewer, there emerges at the bottom a telephone number. What brilliant timing and placement for the call-to-action (CTA)! The image of a smiling child, unmistakably struggling with a deadly disease when placed beside a blank frame kindles a deep (and familiar) desire for the promise of a future full of possibilities .

An advertisement’s capacity to persuade is a significant indicator of its success. How long the response time is to the CTA determines if the ROI was well worth the effort. If it persuaded even a handful of people to pick up their phone and dial the number on the screen, then the GRAACC ad has done its job well.

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