A few companies, such as the one below, have caught on to the trend of keeping the audience's attention by making the adverts slightly awkward to watch. Ariel have really used this in their 'that's my Ariel' campaign in which they have a series of different people explain why they use Ariel whilst their relative or friend tries to hide their embarrassment at being there listening.
The adverts hold the audience in the same way as 'The office' held people attention because it is awkward and cringe worthy. Confused.com have also used this technique with their introduction of 'Brian' the robot who tries to help out people with expensive car insurance but always ends up getting them into trouble.
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