Frame Rate

I came across a new commercial campaign for Gold’s Gym that I feel is very successful. I’ve seen a lot of commercials for fitness centers and gyms and most of them focus on the equipment: the amount they have, the quality, the brand names, etc. The spots are usually punched up with a lot of quick cutting, tilted camera angles, and up-tempo music. However, this new campaign for Gold’s Gym focuses not on the gym itself, but on personal goals and personal drive. The campaign succeeds because of two things:

1. Its Simplicity - one shot, one take, with titles overlaid that give the viewer insight into what can be accomplished.
2. Its Focus - each campaign focuses on ordinary people and the ambitions that motivate them.

The title of the campaign is “Strength.” Here’s the idea behind the campaign, straight from the Gold’s Gym website (you can also view all four commercials there):

Whether it’s the strength to be a better parent, the strength to climb the corporate ladder or the strength to just say no to that plate of fettuccini alfredo… we recognize that strength comes in many forms. Our job for over 40 years has been to help people find their own inner strength and achieve their goals. At Gold’s Gym, we know that no matter what your fitness level, when you’re committed, anything is possible.

Here’s one of the commercials, entitled “Reps.”

I found this YouTube page while surfing around the internet tonight. It’s called Penny Pranks and is a series of short films about a man who goes around NYC trying to pay for everything in pennies. At the end of each spot you realize that it’s an ad for an OfficeMax back-to-school sale. This is an example of viral video at its best. Any business can follow this example to get their message out there, and you don’t have to spend a lot of money doing it. The Duct Tape Marketing Blog has an interview on their podcast with Bob Thacker, the senior vice president for marketing & advertising at OfficeMax. He’s the brains behind the Penny Pranks campaign. Take a look.

I ran across this great “tongue-in-cheek” video today about life inside the world of advertising. Pretty funny stuff, especially if you have ever worked for an agency or had any experience with an agency. Enjoy.

For those of you who watch My Name Is Earl you will probably see a familiar face in this spot. The “Back to School” commercial from Office Max is probably one of my favorites. It works for several reasons: First, the music is catchy. You can’t help but tap your foot along with the beat. Second, there is always something new to look for. There are no unexpected “twists” at the end (like so many commercials). Rather, the spot is entertaining all the way through — and that’s the goal when producing a commercial or long-format video. Third, the characters. Eddie Steeples gives a great performance. He has a lot of energy and he’s easily likeable. So, enjoy the Rubberband Man:

The following commercial first aired during the Super Bowl back in February and it quickly became one of my favorites. Here are a few things to consider as you watch this ad:

1. It communicates the problem in a new and creative way - The writers could have easily told you the problem directly, with some of that dull, cliched copy, “Has this ever happened to you? You’re on the way to a big interview when you get a stain on your shirt. Nothing is more distracting.” Could this have communicated the client’s message? Yes. Would it have made the commercial memorable? No.

2. It relies on visuals rather than a lot of copy - Remember that film & video is a visual medium. Why TELL people when you can SHOW them? This commercial SHOWS you that a stain is distracting by using humor. Also notice that there’s no loud voice-over conducting a hard sell, directing you to buy the product.

3. It invites the viewer to participate - The advertiser has integrated this spot with an online campaign, encouraging the viewer to become involved with the ad, the message, and the product.

There are dozens of different ways to communicate your creative message, but there are only a few ways that are truly unique. Keep striving for that one idea that is remarkable and memorable. Enjoy the spot.

The following American Express Card commercial is a couple of years old now, but I still love it. The spot is probably one of my favorites and I consider it a great ad. As you watch it, consider a few things:

1. The Dialogue - it’s snappy, intelligent, and quick-paced; you almost always catch something new everytime you watch it, which makes people eager to see it a second and third time. And if you can get your audience excited about seeing your commercial, then you’ve got it made in the shade.

2. The Comedy - it’s subtle, dry, and satirical; Notice how they almost poke fun at the process of filmmaking. Listen closely to Wes Anderson’s “advice” on putting a movie together. I also love the actor’s question at the beginning, “Why would I put my hat on if my best friend was just blown up?” The comedic timing is also great. And notice that the comedy has nothing to do with the product. Interesting.

3. The Visual Style - it’s all done in one take; There are no quick cuts and fancy editing techniques here. Just one long 2-minute take. In a world where many commercials seem to be hopped up on energy drinks, this one takes its time. However, notice the strategic placement of foreground elements that occasionally fill the entire frame as Wes walks behind them. This allowed the agency to cut in and make a :60 or :30 spot when needed, without jarring the viewer.

So, here it is, Wes Anderson’s American Express Card commercial. You’ve probably seen it before, but enjoy it again and be sure to leave your comments on the ad as well.

This spot from Bud Light is successful for a number of reasons:

1. It’s a clear and simple idea that’s also funny.
2. It clearly identifies the target audience.
3. It holds the audience’s attention throughout.
4. It relies on the visuals to sell the idea.

In an article from USA Today, it was reported that the percentage advertisers are spending on billboards is actually up, proving that the medium is not an aging dinosaur. In fact, several wonderfully creative outdoor ads received recognition at a recent awards ceremony in Cannes. You can read a more detailed description of the ads in the USA Today article.

This spot from Lexus, called “Hydrant,” began airing several weeks ago and I thought I would share it as another example of great advertising.

There are several reasons why this spot works:

1. The visuals tell the story. Everyone wishes they could have a “do-over” button in their lives and this spot appeals to that desire. As soon as the set begins to change into a more peaceful setting, the viewer understands the point. This makes the ad relatable and relevant.

2. The visuals are compelling. The moving set pieces and the efficient coordination of the entire spot make the viewer ask, “How did they do that?” I find myself stopping to watch this commercial each time it airs because I always seem to catch something new. That’s what makes this ad great. The visuals compel the viewer to watch again and again.

3. It’s simple. No loud voice-overs here, spouting off all kinds of information. No heavy graphics. No overstimulation. Just a simple and concise story.

4. It’s clever. How many other ads do you see on TV right now similar to this one? I couldn’t think of one either. We’ve all seen car spots with the vehicle traveling down a scenic, winding country road, but this one is completely different, and that’s why it stands out.

I saw the premiere of this commercial during this year’s Super Bowl. I believe it’s effective because it immediately grabs the attention of its target audience by spoofing a well-known video game - Grand Theft Auto. Also, it puts the product in a very positive light. Just listen to the lyrics of the song.