10/30/2006 11:59:00 PM 
(1) 
(1) The ad does a valiant job of trying to capture the personality, values and texture of the brand, but can't quite do it justice within the allotted time. It's possible for a single TV spot to be a powerful conveyer of a single idea- color with Bravia is a great recent example, but it's impossible to cram lots of layers of meaning into 60 or 30 seconds.
One of Innocent's biggest problems is that it's not a traditional marketing entity. This makes it that much harder to translate into a TV ad. It almost seems awkward and ungainly for them to be playing this game and you can tell it from the spot, there's tension there. They are uncomfortable and it shows.
There's no doubting the power of the audio-visual medium and it could certainly work for Innocent, but they need to be thinking differently about it, like they have with the rest of the brand.
Innocent should be making films, not ads?
The distribution mechanism is out there and they should be able to make dozens of them that cover various aspects of the brand. How they were founded? How you can talk to them? Who works there? What goes into their products? What's Fruitstock?
All this stuff and all these great stories could be told in a series of films, but none of them should or have to look like an ad.
The problem with TV spots is that they have a "frame". A set of expectations of what TV ads should be like and what they should feel like. They fit tightly into "pods" and are dispensed out into the world as interuptions to our programing. If you remove the constraints of interuption, pods and time limitations, there's suddenly a lot more freedom and a lot more territory than can be explored.
Given the abundance of distribution mechanisms, every advertiser and agency needs to take a concerted look at whether they need to use the traditional "frame" of television advertising? How can they use film differently and how can their brands benefit from changing the "frame"?
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I completely agree; this is something I??ve been saying for?well, months. But anyways, short films can tell a lot more about a brand than a 60-second spot can. Even the Bravia 60-second is not as effective, in my mind at least, at conveying the message as their 120-second. <br> <br>The trouble is finding effective distribution. As stated, the distribution mechanism is out there. We were linked to view the Innocent spot on YouTube. YouTube has become a mall of expression, a place where a brand could park a short film to further explain what they are about. <br> <br>BMW showed us the effectiveness of producing films for branding and advertising purposes. A couple of years ago, one of my friends had his apartment broken into. Along with my friend??s laptop, the considerate thief took only two DVDs????Adaptation? and the BMW film series. I wonder if the thief realized that a copy only ran a few bucks online? <br>