Last night on the rare occasion that I watched live TV from the sofa I found myself fixated to the screen watching this.
At first I thought it was an ad for Domestos but the animated character storyline was compelling. With an almost Pixar feel to it, this story of what seemed to be Germs exploding throughout the streets in a Sharks Tale meets Cloverfield disaster movie style finally concluded as a Stand Up To Cancer advert.
It’s not often an advert can capture a viewer’s attention and hold it for the duration. Put together by 4Creative this animated advert shows the world of cancer facing a calamity of disaster movie style as human scientists become ever closer to a cure.
So after after having some free time and browsing through Amazon I came across this – Predatory Thinking: A masterclass in out-thinking the competition by Dave Trott. After attending a seminar at university which was lead by Dave Trott I was quite entertained and in awe at his stories throughout his Advertising journey so I thought I’d give this a read.
Although this is in no way a manual or an academic read – it is a light-hearted insight into some of the goings-on in the world of advertising.
Definitely worth a read and split into separate stories, this book is perfect as a great pick up for short periods of time.
It is always important to fully understand where you brand sits within the mind of your consumers. How do they see you in relation to your competitors? Dixon’s have very cleverly targeted these ads to people who already shop with Dixons – to reaffirm that this behaviour is acceptable – but also to encourage others to adapt the same ‘savvy shopper’ status.
With everyone in the market under pressure to achieve this sought after ‘savvy shopper’ status amongst their peers, consumers are adapting different post-recession behaviours which Dixons have picked upon.
Placing these adverts around tube stations when consumers are on route to engage in this savvy behaviour only makes these great pieces of copy writing even more powerful. Not pretending to be in the same league as John Lewis or department stores but accepting where you sit within the a consumers schema and using this to your advantage is definitely the way forward.