6 Adverts That Move, Amuse, Shock and Change the World for the Better
Advertising is not just a product, it is emotion. Masters of advertising do not care about showing the product. They do not even set out to increase sales. It is about something more. Something far more important and more affecting for the viewer. About stirring emotion, about getting the viewer involved. About telling a story that moves, shocks — whether we have 30 seconds or 2 minutes at our disposal. We create a bond between the viewer and the brand, and therefore with the product, making the brand more human. That is exactly how the masters of advertising do it.
We present a collection of several masterful productions of which it can confidently be said that they are capable of changing the world.
Nike ad: If You Let Me Play (1995)
The Guardian's 1986 'Points of view' advert
It's Time | Marriage Equality | GetUp! Australia
Kids ask for light in 'best ever' anti-smoking ad
Honda | "Grrr"
Channel 4 Paralympics - Meet the Superhumans
Summary
Adverts That Move, Amuse and Shock – How the Masters Build Their Message
The masters of advertising prove that an effective message is not the product, but emotion – from being moved to being shocked. Campaigns such as Nike's from 1995, the anti-smoking spot with children asking for matches, or the Paralympic "Meet the Superhumans" spark discussion and engage the viewer. This approach builds a lasting bond with the brand, making it more human.
What is important is that many of these productions were ahead of their time – the example of The Guardian from 1986 shows that storytelling and the courage to tackle important subjects remain relevant for decades.
