Red & Yellow marketing & advertising communications management student, Lauren McCann, on the new Coronation Fund ad.
Upon seeing the link for the new Coronation ad, I thought straight away that this could go one of two ways: a feeble attempt to follow the 21st century trend of striking emotional responses within the viewer, or it could be noted as one of the best advertisements on our screens today. With companies usually following the typical ABCs of advertising (Animals, Babies and/or Children) to stir up an emotional response, this advertisement was refreshing in its heartfelt and genuine approach. The ‘True Story’ straight away grabs your attention, with the classic human nature trait to want to watch something that (as horrible and gruesome as it could be) that has happened in ‘real life’.
The advertisement takes you on a journey, with the music falling in tune with the images on screen- from being light and subtle with the rain, creating mystery and suspense all the way through to achievement and success. The entire advert makes you think, “What is this about if it’s not about what the voice is telling me?”- firing the curiosity and mystery as it takes you through the stages of this Doctor’s life.
The lighting matches the story- which makes you feel as if you are back in the beginning of this man’s career, taking an outside view of the Doctor’s life. The attention to detail is immaculate, with one noting the effort gone in to depict the era and the 32 years of change throughout his career. The scenes of babies (B in ABC), children on their bicycles, someone falling off a ladder, or having a heart-attack while eating a piece of cheese- differentiates this advert from the rest as it relates all these scenes to what can and what does happen in our lives, small accidents that could be fatal if our trusted GP was not around.
The Coronation Fund has done well with creating an advert to depict the trust we put into one person, with or without sight, with the burden of our loved ones’ lives, as something that is earned and gained after many years of proven worth. This advert takes you back to your childhood, but at the same time it brings you right into the present, to get you to think about your future and possible investments. Great job on everything from the voice over, the music, the filming effect to the choice of scenes shot. Who would you choose to trust with investing for yours and family’s future?
