TV advertising impresses // it's the timing that counts.

I must admit that I am loving the TV advertising here in the U.K. Quirky, thoughtful and clever would be my key descriptors for quite a few of the TVCs that I have come across so far. And at this stage, I must say that overall TV advertising does appear to be done better here than in Australia. 

There is a nice pace to the ads, illusion to narrative and the ads themselves don't appear to be intrusive or jumping off the screen yelling at you. They are well-integrated into the viewing experience and appealing to their audience, actually creating a laugh; a sense of enjoyment and viewing pleasure.

A bit of a nod to the media industry regulators here as well, for not allowing over-selling of the media space and the tiring out of our TV advertising, at what can sometimes seem like such short intervals.

What a beautiful and simple thing to enjoy.

Moccona moments, an indulgence.

I couldn't help but share this gorgeous Moccona advert, which was live in Australia recently. Love the beautiful simplicity of the story; the power of symbolism and illusion. Gorgeously understated and a refreshing change to the often loud or cliche ads that seem to take over in between our favourite TV programs. This ad I would happily watch again and again; for me it bridges the gap between product and storytelling in a succinct and capturing way.

I was fortunate enough to be able to see this one through from initial scamps and animatic to the final TVC. A gorgeous advert, well done the Moconna team at M&C Saatchi, Sydney.

Schwepper... wah?

Schweppes finds a touch of magic.

Anticipation of joy proved a strong theme in Australian Advertising last year, with Cadbury's Gorilla and Chocolate Scientist ads and this beautifully captured water balloon ad by Schweppes.

This ad explores a pure and simple moment and shared experience of joy and happiness; wouldn't you love to be a part of that? I love the soft colours of the bar scene and the contrasts to the sharp light of the outdoor scenes; for me this ad is a visual splendour.

Speaking honestly it took a few exposures for me to realise which brand was behind the ad. Perhaps I would make a more direct correlation if it was promoting a digital camera or printer, based on the quality of the visuals.

The sweet, slow love-story emotions are a little lost on me, my relationship with fizzy drinks just doesn't run that deep. 

However, a beautifully shot ad, enjoy!

Welcome. This is my Wonderland.

"As the warm fur of the rug tickles my cheek, I feel the comfort of the burning log fire against my back. I inhale deep into my stomach and feel my body fill up with this warm memory."

I love the story-telling nature of some of the ads being produced. Such an internal and external exploration can be triggered from storytelling in the most subtle of ways; the ability to transport and transform what we know into a new destination.

A delicate art I believe. Ultimately we want to associate the brand with a bigger idea, cause or movement to build a brand awareness, an identity. If association is lost for the sake of storytelling or the connection is not strong, we are no longer selling the brand effectively. The very basis of the industry.

I may be a romantic, but I prefer to work with the attitude that brands can act as a positive catalyst for change; to have a positive value in society. With the tech- and media-savvy audiences of today, we need to go further, to encourage interaction and to be experiential; to add real value to the consumer.

Ultimately, audiences will decide whether a brand is of value and is relevant to their lives. Knowing your audience means you can decide where you need to be and when, what messages will resonate with your audience and become something more than just another advertisement.