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| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month, where we look back at the best ads from March and bring down the curtain on an amazing Q1 of 2015.
The wide variety of films released in March was reflected in the range of diverse ads that were also shown on the big screen across the month.
Volvic showcased its latest creative promoting its partnership with Tough Mudder, focusing on all the different natural elements facing participants, creating battle scenes similar to those in blockbusters such as The Hobbit and 300 franchises. Coupled with stunning scenic backgrounds, the creative had a very natural cinematic feel to it, and it would’ve been a shame to not showcase something so grand on the big screen.
A special mention should also go to Dulux, who ran their ‘Human Dome Painter’ in the gold spot position in reel with upmarket titles such as The Second Best Marigold Hotel and Chappie. Set in an Orwellian dystopia, the ad tells the tale of boy meets girl where colour is banned and violations punished, but as the creative runs, colourless locations gradually turn into technicolour marvels, lighting up the big screen in an odyssey of colours.
However, March’s creative of the month goes to Emirates.
Using the catchphrase ‘Be There…’, the ad emphasises how much there is to be gotten out of travelling and experiencing a place in person instead of just wondering whether they’re really as stunning as they looks on your desktop. Focusing on authentic elements of culture such as cuisine and key landmarks, the creative truly brings to life the moments that make travelling special using ‘Be There…’, such as when the sky puts on a show, and to simply get lost in a sea of colours.
This concept of location is important – besides showcasing the natural beauty, the camerawork of the ad puts the viewer in the position of actually being there, a technique that adds an extra dimension to the ad and that is particularly powerful on the big screen. Enjoy!