Personally, I think ads that incorporate both visual and aural components are often the most beautiful and impactful. These ads give the viewing audience two ways to be impacted, either by sight or sound. Some people respond more strongly to images, while others connect deeper with words, lyrics, or music. For me, the music in a TV spot or interactive ad really "makes" it and has the power to elevate something decent to something really unique and innovative. That is also why I find TV spots are the most emotionally resonant; the visual and aural parts enhance each other and fully convey the message of the ad.
The message of artful ads does not have to ignore the selling aspect of advertising, but it does need to present the brand/product/service in a unique, telling way that draws from vast world experiences and makes meaning for its viewers.
Both of these Sony ads were created by Fallon London. I think the music and images in these two spots combine seamlessly to reveal a picturesque scene you would rarely get to see in ordinary life. The visual images are rather conceptually simple, but the music almost makes the images move slower, reveals details that might otherwise go unnoticed, and gives the audience a chance to have an individual connection with the ad. Furthermore, because Fallon actually produced these scenes in an urban area with a decent amount of people around, they allowed the community to be involved in the creation of this art. The two scenes depicted in these spots, releasing hundreds of bouncy balls down the street and making the largest city street bubble bath known to man, are two scenes I can imagine any kid loving to create but never expecting to be able to. In that way, these spots capture a child-like playfulness that is exciting no matter how old you get. You don't have to search far on Youtube to find videos of bystanders covered in foam in Miami, reaping the rewards of production for a Sony commercial.
This is a print ad done by Grey out of their Jakarta, Indonesia office. It was for the 2009 World Ocean Conference. The copy is difficult to see, but it says, "After the coral reefs completely vanished, the humankind will be next." The art in this ad comes from the duality of the image; from far away it looks like coral, but on closer examination, the illustration is actually hundreds of hands reaching upward and outward. This image looks like it took considerable time and skill to create; it looks like an actual hand-drawn picture, which is nice to see in the midst of so many obviously computer-generated images. The message of the ad is so powerful, not to mention, the overwhelming visual of so many hands reaching out for help or some kind of transcendence. The visual enhances the copy and the importance of saving our oceans, as this ad makes the issue relevant to all people.
This was a billboard created for Target by Mother New York. The ad featured the work of four new artists in New York and was transformed into a multi-faceted billboard in Times Square. Not only was this ad designed by up-and-coming artists, but people were allowed to purchase a small part of the billboard for about $30 and that piece was turned into a tote bag designed by Anna Sui, who has her own line for Target. This ad incorporates all kinds of artfulness; it was created by several "fine" artists, was used in the manufacture of a completely new product with artistic merit, and involved the public in an innovative way.
This an ad by DDB London for the new Volkswagen Golf. This ad is impressive because it combines an element of both old and new art; this is of course the legendary Gene Kelly performing an ICONIC dance sequence from Singin' In the Rain which has then been digitally transformed (a contemporary technical and artistic skill) and now incorporates a new form of pop-and-lock dance. The dance sequence that is used in this spot represents an American art form, musical theatre, and is also one of the most recognizable song and dance routine in musical theatre history. So, the use of this scene is strategic because it is one that multiple generations will recognize, and it resonates with audiences of all ages. This spot reveals Volkswagen's message in a rewarding, yet understandable way.
This is an ad by Venables Bell and Partners in San Fransisco that was made for 76 gasoline. The billboard, or lack thereof, says that 76 paid to remove the billboard and hopes people will enjoy the view. One mantra in art is that the simplest things can be the most beautiful, and I think this ad proves it. This is artful not because of the technical skill or quality of production, but because of what it provides for every person driving by. Art is meant to fulfill its patrons and viewers, not just the artist, and the landscape that was made available to all who drove by this location has more art and beauty involved than any image Venables Bell could have come up with. This is unique and gives something back to the community, making its creators, artists in their own right.
