Commercials as Art
Continuing on the theme from yesterday’s post, let us discuss advertisements used as art. I have tried to track down a few ads that try their best to look as little like ads as possible. The idea here is to 1. Create a viral effect and 2. Strengthen the cult of the brand by providing people with something they actually want to see, as opposed to force-feeding them something they have no interest in.
Diesel are great at this. They have some of my favourite ads. About a year ago they did a campaign called Diesel Dreams, this is Diesel Dreams - falling one of my favourites. If anyone can track down the Diesel Dreams - War, let me know, it is great as well.
posted by Bob @ 10:52 a.m.
3 comments
3 Comments:
This is an interesting concept, art not ad. However, as art is often subjective and the meaning is concocted by the observer, does 30 seconds allow enough time for the observer to process and critically think about the ad? Perhaps art not ad, is dependent on medium, or even repetition?
Show something appealing for 30 seconds rather than sticking their logo in your face every two seconds. Ok, it's effective, it's cool and it strengthens the brand. Especially when they're the only one's doing it. BUT what will happen when everybody starts doing it? ok, I'll enjoy the commercial breaks more, but i don't think it'll take long before the advertisers think: "hey, this is just not working, people just don't remember who we are. Let's just stick our logo in their faces every two seconds so they have to remember us".
we're glad you liked our little film. Diesel is definitely one of the few companies that truly understands the power of creative freedom in advertising. they are also keenly aware of who they are as a brand, and have been developing this ever since they started. this is what makes them able to do the kinds of advertising they do.
cary murnion
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