Reward to Those Who Seek No Rewards
Agency: Slava, Moscow
Client: Ferrero Russia
What is the most effective way to advertise a chocolate
company? Like with most candies, the
solution seems to be with emotion.
Emotional advertising finds its strengths in the fact that it bleeds
bittersweet happiness that just incites consumers to buy more to feel that same
emotion. Emotional advertising makes us
want to contribute.
And then there’s Russia.
That’s not to say that they didn’t succeed. In their advertisement for Ferrero Russia,
agency Slava crafted a story around a lighthouse keeper that works every night,
even on New Years Eve. As a thank you
for his dedicated service, one that he does without thanks, a group of sailors
are shown contributing to buy him a New Year’s gift of Ferrero chocolates,
prompting consumers to do the same for their loved ones.
Cinematically, the spot is gorgeous, and there is a certain
charm in the straightforward attitude of all the sailors that makes the
advertisement unmistakably Russian.
Despite its success, however, it’s not exactly original. Most of the elements of the commercial rely
on techniques tried and true, telling a story that has been told thousands of
times not only by ad agencies, but also by films. “Good things come to those who wait” and all
that. Overall, the commercial is
appealing, but there isn’t anything compelling about it that lends itself to be
watched again. A possible solution would
be to provide more insight into the characters, but overall, if they want to be
creative, they might need to find a different story. Nevertheless, it was a good commercial, and I’m
certain that it succeeded in promoting holiday purchases.
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