BASIS OF THE CREATIVE STRATEGY FOR AD CAMPAIGNS

BRAND IMAGE
http://www.youtube.com/watch?v=n-C460iuaow

"I eat well, I live well. I SHAPE ME."

This advertisement for Nestle Fruit Selection Yogurt is an example of "Creating  Brand Image".This ad features a young woman, probably in her early or mid twenties whose living a very healthy and active lifestyle.In the add, this woman is a nurse by profession and does kickboxing as her routine. She lives a very active lifestyle, as it is shown in the ad, ( the ad begins with a post it on a wall that is shaped like the yogurt's cup and comes in color blue, the cup's actual color, wherein the word "day 1" is written on. And the video abruptly switches from the post it to the main character running towards the emergency room, and switching again to the post it, with the words "Live well" ths time. And it switches again to the character in a boxing arena, exercising and back to the post it again and then back in the hospital's emergency sitch) . The ad has a voice over depicting the woman, with the introductory lines- "Today is my tomorrow". This ad becomes an example for a Brand Image because the ad campaign is designated to create an image for Nestle Fruit Selction Yogurt as a product that it is us, ourselves controls our life, and we make our choices that would definitely shape our future. We must take control of our choices and must seize every opportunity laid before us.

INHERENT DRAMA

http://www.youtube.com/watch?v=08lnKBAsVrc

This Mcdonald's  ad highlights "Hooray for Today" and is presented more likely as a music video. It features a man, on his way to work and driving his car. This advertisement is for Mcdonald's breakfast meals. In the ad, the man is driving and sees the usual morning sights and routines for the Filipinos like the sunrise, the early morning traffic, jogging, beaming smiles, coffee, stops and gos signs and a lot more. To make it unique and appealing, it was featured in the ad that these usual things comes with  twist. Or with the use of imagination. The stoplights would have a protruding origami fan with trumpets, the men in the construction site are using colorful Lego puzzle to build not a usual building but a Lego Palace, the little girl in the street has a Unicorn as her pet, and the car next to the main character has a teddy bear as his driver.

These are just some of the quirky things shown in the ad. This is an example of inherent drama because the music and the colorful imagination shown in the ad creates an attachment to the audience, it may not be the heavy attachment done by some tear-triggering ads, but its' attachment could be highly personal as well. Maybe a lot of people can relate to the early morning scenes, or maybe a lot could relate with the main character's playful imagination.