Great Advertising is More Than Selling

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This almost two years old now, but I just ran across this Cannes Lion Award-Winning Advertisement, “Three Little Pigs” by The Guardian.

Here’s what got me – I was riveted all the way through, and while I knew it was for The Guardian, the product placement wasn’t the focus. The focus was on telling a story – not just the retelling of the Three Little Pigs in today’s age of social media, but also that The Guardian is the one place you can see all of it happening. In this time of aging and dying newspapers, The Guardian differentiates itself from other media and shows that it is still relevant. It’s a multi-prong approach, there is the movie-like ad, but there is also a deeper message here about the company itself.

It’s making me think about advertising in today’s society. We know that most companies advertise because they want to sell more product, but effective advertising does more than that – it says something about the brand itself. It builds the company’s reputation and reinforces important messages. It also sticks like a burr in your mind. I won’t be forgetting this one for a long time.

 

2 comments

  1. Dawn;
    I remember seeing this ad some time ago. It did stick in my mind and was as enjoyable seeing it again as it was the first time. The reason I am leaving a comment here is that your perspective on the ad is delightfully illuminating and insightful, as well as eloquent and succinct. (I guess I could have just said, “I liked it”)
    Especially, I appreciate your point about advertising in today’s society. It seems that many of today’s advertisements use the tactic of portraying deceit and stupidity as a ‘common ground’ to develop affinity for the product, i.e. the man lying to his wife on the cell phone, or the man being dumber than the 6 year old child, etc.
    Happy New Year!
    Bud

    1. Good point Bud! Now you’ve got me thinking – you are right, there does seem to be a trend of of advertising that uses deceit and stupidity as a starting point. I immediately thought of several ads that fit the description you gave. That’s got me wondering about the psychology behind it. Are those types of ads actually effective? Or are they just easy? The low-hanging fruit?

      Thanks for the food for thought!

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