| Date | |
|---|---|
| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month - the time where we look back at the most innovative, unique creatives onscreen from the previous month, as voted for by DCM employees.
Tying in with key film releases and the crest of awards season, February has seen a strong mix of brands onscreen seeking to amplify the connection between their creative’s content and the films they run with, as well as reach their target audiences with optimum efficiency.
Advertiser behaviour strongly reflected this approach when Fifty Shades of Grey was released – female focused brands such as Chloe and Estée Lauder tapped into the prominently female ABC1 audience to suggestively showcase their latest products, while condom manufacturer Durex’s latest creative mirrored the intense relationship between the film's main characters itself.
Revlon’s creative also tapped into the key themes of love and desire, running in the Silver Spot position using the hashtag #loveison to illustrate their lipstick’s effect on the opposite sex, while simultaneously running foyer activity across twenty Vue sites.
Meanwhile, Gordons mascot boar was onscreen at the beginning of February making his signature G&Ts alongside upmarket awards films such as Birdman and Selma, while Bombay Sapphire took advantage of the Gold Spot’s availability by taking the cinema going audience on a beautiful journey through the ten breath taking countries where they source their botanicals.
However, February’s creative of the month goes to first time advertiser Greene King’s ‘King Snare’ advert. With obvious yet striking parallels to Oscar winner Whiplash, the special two minute piece of content shows a man taking his seat at a drum kit, putting his drink on the floor and breaking into an extended solo. Taking a break to have a sip of his bitter, he then resumes drumming before the advert ends with the tagline ‘Crafted for the Moment’.
Aside from the relevance of the content to musical drama Whiplash, the stylistic elements and how the advert is shot are remarkably similar to that used by Tom Cross who won the Oscar for his editing of the film, employing techniques such as close ups of the drummer’s face and drum kit to convey his effort and drumming skill. Enjoy!