Posted tagged ‘Advertising’

Happy Feet

March 13, 2010

Okay I admit it. The title of this post is not exactly a tag line a.k.a slogan from an ad. I borrowed it from the 2006 animated feature film Happy Feet. But De Lijn’s (Belgium’s National public transport company) 30 second commercial does have a lot in common with the film. For starters, there are penguins who embrace togetherness to survive. There is subtle humor to drive home a point – that travelling in groups can be good to lighten increased traffic congestion.  Showcased in a fun way, the January 2009 spot  illustrates that advertising need not be overbearing to promote positive behavior change. It deservedly won a Bronze at the New York Festival for best TV-animation.


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Dove ‘Evolution’: No wonder our perception of beauty is distorted

February 27, 2010

Evolution, a largely web based phenomena by Dove has been an astounding success both commercially and artistically. Dove’s parent company Unilever reported a growth of 5.8% in sales of Dove products following the release of Evolution. The spot also won the Grand Prix in the Cyber category at Cannes in 2006, apart from numerous other advertising awards at various festivals. All good!

However, the reason I like this one minute 14-second spot is because it appeals to the social activist in me. It made me realize that to some extent I have been successful in keeping the unabashed persistence by brand forces at bay. I have not let them take complete control of my psyche.

Evolution tells a sharp story, by effective use of stop-motion animation technique and haunting music. A young woman is transformed into a stunning, albeit unreal model by harsh lighting, a team of make-up artists, hair stylists and some ‘Photoshopping’. In the process, an illusion is revealed to the viewers. The images of ‘beautiful’ that women often aspire to, are really just computer wizardry and for the most part, unreal.  Notwithstanding the allegations that it’s just another marketing campaign for a beauty product, what I find refreshing is that it has sparked a debate with its provocative social message.  It has successfully pulled back the veil on manufactured images in magazines and billboards. And really, its huge success just goes to prove that there is a bit of activism enduring in most of us…

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