I recently saw this advertisement on TV for Edge and thought it was fantastic. Edge is a government backed education foundation that has launched this ad for its first campaign. It is a 60-second TV advertisement created by Miles Calcraft Briginshaw Duffy advertising agency.
The spot aims to communicate the dangers of parents forcing their children into the wrong career choice and challenges ingrained prejudices against vocational qualifications.
In the ad, a pushy father is seen teaching his son to drive, but as the action progresses the stressed teenager is told to jump lanes and cut other drivers up.
It ends with the car driving the wrong way up a dual carriage way and the strap line, "Another way forward". The TV ad is supported further by online and print activity.
I really like the ending with the quick disruptions of image, text, image, text. I feel it embodies perfectly how quick and fast we all felt when having to choose what to do after 18 years at home and the pushy side we received from overeager parents.
Having been unsure about what the ad was initially about, the ad was powerful enough for me to go onto the website and find out further information.
In order to improve the ad I would do a 30 second version, which would interact perfectly with viewers at a cinema.
Tuesday, 21 August 2007
Edge 'Another Way Forward' advert
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