How Animation contributes to Advertising
When it comes to Advertising a product or companies etc, the main goal I feel is to make it memorable, attention grabbing and appealing to the target audience and animation is well suited to achieve this. With Animation I feel your creatively free and there are no boundaries - in the sense that you can easily create the complex in comparison to live action adverts.
Heather Wright Executive Producer at Aardman Animations gives an amazing insight into what animation can do for Advertising by listing 7 reason to use animation for advertising.
Companies
or brands that use animation in their advertising:
Sainsbury's Christmas 2015 AD-
A beloved children's book character was brought to life in this adorable Sainsbury Christmas advert 'Mog's Christmas Calamity.'
BTS- The making of Mog's Christmas Calamity: https://www.youtube.com/watch?v=_TKU7U6jkY8
Animating the cat allowed the character to do crazy things on demand that you couldn't achieve with a cat in real life. Also the dreaming clouds above the people would not have possible without animation.
Global Goals Campaign AD-
The World’s First Global Cinema Ad produced by Aardman and voiced by Liam Neeson and Michelle Rodriguez premiered across 34 countries through SAWA.
Showcasing all of the animals from different countries in one room resonates with the audience that some of them are in serious danger of becoming extinct if we don't do something about it. This advert would be merely impossible to achieve with live action due to the amount of species in the one room. Lastly, due to this being a very important message that not only effects this generation but it will most defiantly be a problem for our futures generation. Therefore, it is important that this advert grabs the attention of a young person as well as an adult because it will be an issue that they need to keep in mind - and animation does so by capturing their attention.
McFlurry AD -
Mc Donald's project directed and designed by Nikopicto for TBWA Paris. Full CG animation for a TV commercial, on air during 3 years, with more then 40 character design.
Published:
Inside each McFlurry flavour is a crazy world bursting with colours and different characters.
Having one of the main target audiences being children this advert invites kids to watch it till the end as it is a very captivatingly colourful and a fun advertisement filled with crazy characters. Therefore, this make the children want to experience what they experienced on TV.
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