Television Adverts
I have compiled a short list below of my "Top 3 Favourite Television Adverts" below and why.
I'd love to know your opinion so please comment what your favourite or least favourite adverts are, past or present.1) Coca Cola - Holidays Are Coming
For many people in the UK, the iconic “holidays are coming”
coca cola advert marks the beginning of the festive season and I often find
myself agreeing with this and saying “it isn’t Christmas until the coca cola
advert has been on!” every year. The long-running advert has been on television
since I was very young so it definitely holds a very nostalgic place for me. It
definitely brings everyone together during the Christmas period, beaming pure
happiness through our television screens every year. Accompanied by the Coca
Cola Truck UK Tour, the “Holidays are coming” advert definitely sends shivers
of excitement through many audiences and there isn’t a year that goes by when I
don’t find myself singing the theme tune.
2) Cancer Research - Mirrors
Personally, Cancer Research is very close to my heart and I
often donate to the charity every month or so. Although the “Mirrors” advert
was very emotional, it really helped to increase awareness of the charity and
disease across the UK. The objective of the commercial was to raise funds by
regular donation. To motivate people to give, the ad conveys the sense of loss
caused by cancer, by focusing on familiar situations when we most notice the
absence of a loved one. The “magic mirror” device and voiceover/music, combined
with the factual captions, makes for a powerful balance of the emotional and
rational. The advert became of CRUK’s most successful in terms of fundraising
and ran for many years as a result. It was equally successful at awards
ceremonies, picking up a Cannes Lion and DMA Gold.
3) Heineken - "Walk In Fridge"
My third and final favourite advert is by Heineken. My
previous two (as shown above) focused mainly on nostalgia and emotion whereas
my final choice was predominantly comedic. Originally part of a digital
campaign via YouTube, the ad received over 2.5 million views which the brand
then proceeded to expand the advert into television and cinema. Although the
target audience was mainly males in their late 20s/early 30s, I found the
advertisement very funny and easy to relate to for both men and women. Julia
Rodger, Heineken UK brand manager, was quoted as saying; “Walk in Fridge is our
first TV advertisement since 2008 and we are aiming to build on the popularity
of this advertisement which has already received outstanding interest
internationally and online. It plays cleverly and effectively on the popularity
of advertisements which use humour to engage viewers and increase their viewing
enjoyment whilst conveying the brand’s premium nature, authenticity and
desirability.” (Source: MarketingWeek)
The success of this
advertisement lies on the audiences’ pre-existing stereotypes on masculinity
versus femininity. The female characters in the commercial are shown to express
their exhilaration in sight of a closet filled with clothes and fashion
products. This is suggesting to the audience that fashion and beauty products
represent objects of femininity. On the other hand, the men in the video
demonstrate an equal measure of excitement when coming across a walk-in fridge
loaded with Heineken beer. We can easily deduce from the video that Heineken is
trying to portray beer as the symbol of masculinity. Heineken does an excellent
job exploiting the two most commonly accepted stereotypes and use one (women
and beauty) to enforce its message on the other (men and beer) through parallel
comparison. Heineken is delivering its message very clearly: “Beer makes men as
happy as women do when comes to clothes and fashion” as portrayed by the
company’s logo shown at the end of the advert; “Heineken, give yourself a good
name.” (Source: 9AmCommunications)
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