I've noticed a common stylistic theme across both Australia and U.K. for some recent TV advertisements.
While the outtake for the audience is different, as they are each selling different services and have different targets, there does however appear to be a very strong commonality in the way that this is communicated.
The stylistic selection for production of the ads reflects a notion of taking control, whether it is of your money, or the preservation of family dinners.
eftpos // Australia, March 2012
For eftpos, the take-out is overtly to "take control of our money", and thus become "King", which is the creative idea behind this campaign. This ad has come out of the M&C Saatchi Sydney office and is one that I was working on, so it's great to see it complete.The humour and "Australian-ness" of the eftpos brand, being almost satirical in approach, has also been well carried-through in this campaign.
While the outtake for the audience is different, as they are each selling different services and have different targets, there does however appear to be a very strong commonality in the way that this is communicated.
The stylistic selection for production of the ads reflects a notion of taking control, whether it is of your money, or the preservation of family dinners.
eftpos // Australia, March 2012
For eftpos, the take-out is overtly to "take control of our money", and thus become "King", which is the creative idea behind this campaign. This ad has come out of the M&C Saatchi Sydney office and is one that I was working on, so it's great to see it complete.The humour and "Australian-ness" of the eftpos brand, being almost satirical in approach, has also been well carried-through in this campaign.
Commonwealth Bank // Australia, February 2012
The low camera-angles and averted eye-contact provide extra dramatisation, allowing this ad to try to be funny. It pokes fun at drama kings and queens if you will, in an attempt to appeal to down-to-earth but satirical Australian humour. I'm not sure it does a great deal for me, however, a strong sense of taking control and action is definitely captured. Again, the product is your own money. A reflection of the Australian economic climate and consumer sentiment to take control of our savings.
The low camera-angles and averted eye-contact provide extra dramatisation, allowing this ad to try to be funny. It pokes fun at drama kings and queens if you will, in an attempt to appeal to down-to-earth but satirical Australian humour. I'm not sure it does a great deal for me, however, a strong sense of taking control and action is definitely captured. Again, the product is your own money. A reflection of the Australian economic climate and consumer sentiment to take control of our savings.
Bisto Best // U.K., February 2012
The product here is quite different to the previous ads featured, in this case it is not money but retail-product gravy. The style used however is quite similar, featuring a range of people talking directly to the camera in snippets that give a sense of taking control, making a decision or commitment. In this case it is to ensure we have Bisto Best "Aah night" tonight; a family meal topped with Bisto Best gravy.
The product here is quite different to the previous ads featured, in this case it is not money but retail-product gravy. The style used however is quite similar, featuring a range of people talking directly to the camera in snippets that give a sense of taking control, making a decision or commitment. In this case it is to ensure we have Bisto Best "Aah night" tonight; a family meal topped with Bisto Best gravy.
Overall I believe the eftpos ad captures this style best, although I could potentially be bias. The style matches well with the message to "take control", while the visuals are dramatised just enough to become satirical and interesting, without distracting too heavily from the serious-nature of the topic. Nice job, M&C Saatchi.
