Red & Yellow School student Lauren McCann takes a look at Cornetto’s ‘cupidity’ campaign, and Virgin Active’s ‘surfing’ story.
Cornetto – A love story
Cornetto has released their ‘cupidity’ campaign that has focussed on the brand telling a story, getting underneath the viewer’s skin through to their emotions. This particular advert deals with the different stages of falling in love- ones that all of us have and will go through in our lives. Cornetto is trying to tell stories that show how you should enjoy the ride, enjoy falling in love because the ending can be the best part.
Enjoy the journey of eating a Cornetto ice-cream because the chocolate tip is the best part. This love story relates brilliantly (and literally) to their product and their own brand story using the natural human emotion to link up the two and relate your own love story to the brand.
This short story relates to the awkward teenage years, falling in love for the first time, highschool pressure and the effects of social media, all the current and realistic experiences that Cornetto’s current target audience experiences. ‘Cupidity’ is a unique and well thought-through campaign.
This film, starring Lily Allen, is called 40 Love.
Virgin – an authentic sense of home
The great thing about this advert is it’s authenticity. You gets a real sense of ‘home’ as the camera zooms out and the Muizenberg mountains come into view. That warm, proudly South African feeling sweeps over you. The advertisement could however, have used other visual aids to produce a more evident timeline- the first time watching this advertisement it isn’t very clear that they surfers are going back in time and looking back to when they took their first leap of .
If there was more visual change in the filming edit in the beginning, right after the surfer looks towards the waves it would have depicted a clearer flow. As you continue to watch and you realize that they are going back in time;the music and the emotions on the young boys’ faces you start to feel the ‘enjoy every moment’ and the ‘Happily ever active’ theme Virgin Active has become known for.
The music fits the theme and the mood, and the actors fit the genuine, honest an authentic feel this ad is going for. A great heartfelt advert that follows on from their latest quirky, non-traditional adverts.
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