Sneaky Commercials (in a good way!)

Oops! I gave it away! The title of this blog post eliminates any element of surprise these commercials may have had (sorry!), but the element of creativity remains. Both happen to be public service-type announcements AND were created outside of the US. Though they seem to be average ads promoting products and playing on viewers' emotions, the deeper messages within these commercials have had immense global impacts. At the end of each video, you'll probably still think yourself "wow, I didn't think it would take that angle. Hmmm." -- or at least that was the exact thought that ran through my mind.

The first ad was created by a Swedish agency named Forsman & Brodenfors to fit with the "smoothness" campaign of their client, IQ. The agency created a spot for a smooth whiskey... but the real meaning behind the campaign is revealed half way through. 

I bet you weren't expecting that ending... I know I wasn't. The commercial plays on the traditional style of advertising alcohol products. The soft lighting, local bar atmosphere, and peaceful music really tricks viewers into taking the commercial (at least the beginning) for its face value. Once the binge drinking commences, however, viewers start to realize that the commercial isn't promoting a smooth whiskey after all.

Another commercial, which has gotten a ton of global attention, was made specifically to address an issue in Australia. The video has gone viral, and though it only exists in the online world, its creators are attempting to raise enough money to air the commercial on television in Australia. It's your average love story, but it isn't until the proposal at the end of the commercial that viewers realize the couple isn't an "average" couple at all. The commercial is touching and its global viral impact really shows the success of the campaign for change. It has around 3.8 million views already... wow!

An article by AdAge makes a good point: why have no campaigns in the US managed to make such an impact?

POGS,

AKtually Ashley