You would never guess what this ad is about...
No...It isn't advertising clocks...
I was just cruising on YouTube one day, and I came across an ad that I just couldn't understand what it was advertising until the very end of the video. Just from the beginning its almost like a mini Disney clip or a short movie. The ad was interesting in an aspect because it doesn't really mention its product almost at all in the film. Unless viewers catch certain details in the ad, some would never know what this ad was on until the end. Was this commercial even a commercial?
The video begins with a child wanting to build a snowman with her family, but everyone in her family is so invested in the time spent on their devices. She is neglected during Christmas and some playful festive music is also playing in the background also. Even just by subtle hints like the christmas tree, it could hint at the ad being associated with Christianity, which Chick-fil-a is known for. She then leaves, only to find two cats (symbolizing imagination and dreams) coming from inside clock named "Tick" and "Tok". The music is playing more quietly as the girl is entering inside the clock into a whole different world. The gate opens, and the music grows louder again and the girl is amazed to be met with The Time Shop. Right when entering the shop, the music all of a sudden increases in volume and orchestra music is also harmonizing with the simple piano that was played earlier. A santa-looking old man dressed in Christmas colors, with a gentle voice welcomes the girl, showing her around the different times, and that "together time is the best kind". When showing her "lost time" and "time that flies" the message given out from the ad could be that people who are always plugged in could waste time on what matters the least. She sees the "Together time" and wishes for this opportunity to make memories and spend time with families. The man hands her a glowing card as she exists the place. There are very subtle hints at the fact that its a Chick-fil-a ad, because the door that closes when the girl is exiting the shop says "Closed on Sundays" which is exactly what Chick-fil-a does. Not only that but in response to the girl's "thank you" the man replies with "My pleasure" which is apparently policy that Chick-Fil-A workers are trained to say any time the customer thanks them. The girl then tells her family about this magical adventure and they all go play outside and make a snowman.
This ad is interesting since it doesn't really mention is brand except through subtle hints, until the viewer reaches the end. Is almost like Madison and Vine- except the opposite- since it could make people think it is a mini film, when actually its an ad. This entertaining and cinema-like ad gives viewers a feel of entertainment, and also radiates messages like don't isolate each other with devices, but spend time with family or those you love. This wholesome ad may seem to bring watchers off course, but it does bring people some warm fuzzy feelings with really holiday feels. This nice feeling and the brand Chick-Fil-A seems to be what they targeted. Overall, the ad takes lots of attentive viewers to really spot the brand that this ad is advertising, and the good feels and message Chick-Fil-A seems to revolve.
Happy holidays
-Livian Hui :D
The Time Shop Ad
I have also noticed a lot of commercials where you have to watch till the end or look very closely to figure out what they are selling or who is selling it. I think this sense of interest that is picked from a story;in is used by companies in order to compel the viewer to keep watching. This plotline is very effective in my opinion because we are most likely to watch something that is more like a short movie than a blatant ad attached to a big brand. I think your points are very vallid and I also think that it is interesting that you caught all of those little details that hinted as the commercial being about Chick-Fil-A. It is very interesting that thought it is more like a story without a brand attached yet the brand is attached in many different ways.
ReplyDeleteIn general, the advertising technique of having relatively few connections between your ad and your brand has always interested me, because it doesn't seem like it would be a successful way to advertise a product. However, this media blog has helped me realize that the main reason they are used so frequently is because their strangeness makes them more memorable. I think the way companies continue to have to make nontraditional forms of advertisement is very interesting, and this type of ad seems to be the latest step in that cycle.
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