Through The Eyes Of A Child
The starting point for any advertising communication assignment is of course identifying the target audience. This involves a demographic and psychographic analysis of the particular section of the public a brand sets out to address in order gain their attention with a relevant and compelling message.
Holding up a mirror for society
This often results in portraying the target market in commercials by holding up a mirror for them in which they can see reflections of themselves they can easily relate to.
However, in many cases identifying a particular target group that is comprehensibly cohesive is a challenge, as target groups continue to become more and more fragmented, and consumer interests increasingly diversified and ‘niche’.
Broad generalisations of stereotypical behaviour about gender, age, culture and race therefore, often result in diluting consumer interest through a lack of specific relevancy and any perceived, personal benefit of value.
The resonance of childhood reminiscences
Looking at the world from the perspective of a child or adolescent can be an effective exercise in creating an alternative mirror for consumer reflection to reveal a view that has the potential to resonate with emotive brand kinship.
There are no limits to the innovative imagination young minds possess and as a communication theme it offers Art Directors and Copywriters the creative license for inventive ideas of pure phantasy, charming stories of dreams, imagined characters and touching pathos.
Bringing stories to life that are anecdotal or reminiscent reminders of how one saw the world when growing up can transcend niche interests by creating an affinity of empathy and recognition that appeals to a broad section of society.
1. Intermarche, I’ve Dreamt So Much
Advertising Agency: Romance, Paris
Film Director Katia Lewkowicz skillfully crafts exemplary performances from her young cast in this this charming commercial.
2. Turkish Airlines, Dreams
Advertising Agency: Lowe, Istanbul
This well told story is a superbly crafted short film by director Bahadir Karatas.
3. Kia Sorento, Where Do Babies Come From?
Advertising Agency: David&Goliath, Los Angeles U.S.A.
This amusing and very watchable story about a dad who thinks up an imaginative answer that doesn’t quite convince his sceptical young son is spectacular visually and expertly crafted and directed by Jake Scott.
4. Toyota Verso, My Dad, My Hero
Advertising Agency: Saatchi & Saatchi, France
This charming story is about how a Dad is endearingly seen by his children as their daily hero.
5. Nedbank Private Wealth, No Stone Unturned
Advertising Agency: M&C Saatchi Abel, South Africa
This tender story of a reminiscant youth and a moral learnt is compellingly and emotively told by Director Kim Geldenhuys of Egg Films and was filmed on location in Benhaddou, Morocco.
6. McDonald’s, The Door
Advertising Agency: TBWA, Paris
This insightful, visually told story of a young girl feeling she has been excluded from her parents’ attention, is emotively crafted by Director Louis Sutherland.