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Cause and Effect

Cause and effect is a tried and trusted storytelling technique that can be compelling and creatively inventive.

The cause of ‘why’ something happened and the effect on ‘what’ happened as a result is a worthwhile storytelling approach to pursue for dramatising a consumer promise or brand benefit.

Humorously exaggerated, these actions and reactions can make for rewarding viewing. Sometimes the sequence of events may be reversed with the effect being shown before the cause is revealed.

Audi had fun with this idea of reversing the sequence of events by creating two versions of the same commercial that did exactly that.

The commercials, directed by Ringan Ledwidge, were made to air around the 2016 U.S.A. telecast presidential debates and the first commercial used an entertaining technique of showing the film footage in reverse. The second commercial appeared later with the film footage being played forward.

1. Audi RS7, Duel (in reverse play)

Advertising Agency: Venables Bell & Partners, U.S.A.

2. Audi RS7, Duel (in forward play)

3. Snickers, Mr. Bean

Advertising Agency: AMV BBDO, London

Humorously dramatising the Snicker’s selling line “You’re Not You When You’re Hungry” has been a very successful ‘cause and effect’ message in positioning and promoting Snickers as a highly satisfying snack-bite.

Brilliantly directed by Daniel Kleinman this commercial stars British actor and comedian Rowan Atkinson’s famous Mr. Bean character in a Kung Fu Warrior parody that is a delight to watch.


The Axe Effect

The most famous and memorable campaign of recent years in the inspirational use of ‘cause and effect’ on human behaviour is by the Axe deodorant brand also known alternatively as Lynx in some markets. The long running campaign consists of entertaining scenarios of exaggerated brand promise responses.

4. Axe Excite, Even Angels Will Fall

Advertising Agency: BBH (Bartle Bogle Hegarty), London

Directed by Rupert Sanders, this dramatically beautiful commercial resulted in the Axe Excite Campaign being awarded an Effectiveness Grand Prix at the Cannes International Festival of Creativity.


5. Centraal Beheer Achmea, Welcome

Advertising Agency: DDB & Tribal Worldwide, Amsterdam, The Netherlands

This is the fifty-seventh commercial of this long running campaign and was directed and produced in-house by the agency.



6. BGH Air Conditioners, Dads in Briefs

Advertising Agency: Del Campo Saatchi & Saatchi, Buenos Aires

This execution of this Cannes Gold Lion campaign winner about an unwelcome effect on Dads caused by heat, was rewardedly crafted by Argentinian directing duo Nico & Martin and resonated with many viewers with great amusement.