Animation in advertising

Balcony Concerts by Catherine Cardasco

In 1908, French artist Émile Cohl created the first animated film Fantasmagorie which featured a stick figure moving around and encountering all manner of morphing objects. For over 100 years, audiences have enjoyed animation as a method of storytelling that can inspire, entertain, and inform.

In the media world, we have seen animated creatives being used in similar ways to tell brand messages; free from the restrictions and limits of real-life production they can tackle very human topics with abstract off-the-wall characters, or safer, more neutral depictions. This week, we take a look at four recent examples.

NHS Test and Trace

The Department of Health and Social Care used an animated ad to demonstrate how the NHS Test and Trace service works. They used a diverse range of characters to illustrate the service in practice – from developing symptoms, to testing, and self-isolating. Perhaps in a bid to remove any fear or uncertainty, they have depicted the chain of events in a clear way using uplifting music and bright colours.

In Scotland remember F.A.C.T.S

With devolved Governments taking slightly different approaches to how they ease lockdown the Scottish Government has developed an acronym to help people remember what they need to do. In this video the simple animation and memorable acronym helps audiences remember what they need to do and where they can get more information.

The World’s first drinkable TV Ad

Camden Brewery are giving away 45,000 free beers via a QR code in a TV spot and claim it is the first TV ad you can drink (sort of). The ad features some truly absurd animated characters who decide that 2020 is bad and free beer is the answer. Hard to argue with their logic.

Get more information on the Campaign website.

Ending the orgasm gap

Perfectly provocative as ever, Pornhub has been awkwardly pausing videos watched by men for an important cause. On International Female Orgasm Day, Pornhub launched a light-hearted animated campaign that employed a crafty method of teaching straight men about the “orgasm gap”. To bring awareness to the percentage of women in heterosexual relationships who do not always reach orgasm during sex, the premier online destination for adult entertainment has been interrupting its videos most popular with straight men at the 40% mark.

Find out more about the campaign on the Drum website.

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