Saturday, October 13, 2007

CM主義(しゅぎ)

A quickie from the world of advertising media. The commercial below was the winner of the Cannes Lions grand prix award for film advertising this year. It is a commercial for the Unilever Dove brand and was (cleverly) released on Youtube before anything else. Youtube as marketing? You'd better believe it!

My friend is 'in advertising' in a Japanese company and attended the festival this year. He is fascinated with the 'other side of the coin' approach to advertising that can be seen in commercials such as this and many other commercials from abroad.

In Japan, the t.v commercial is very often a very direct thing, with occasional imports from abroad adding spice. This years festival has, for him at least, provided another avenue of ideas to explore. It is possible that in Japan we may see the growth of commercials that must be contemplated, that require more audience participation so to speak. I am no weather reporter, but that seems to be the way the wind is blowing.

Anyway, back to the clips in hand. Sit back and enjoy the first, and then crack up and enjoy a very very well produced parody in the second.



2 comments:

damon said...

Wow photoshop can do sooooo much. The second one is hillarious
Damon

Nick Benwell said...

Great isn't it?
But the first really shows an extreme I think. I doubt that level of alteration occurs in most of the commercials we see.
Or does it?