Cannes Lions, the International Advertising Festival, is the world's only truly global meeting place for professionals in the communications industry. It celebrates advertising winners each year in a variety of categories. The 57th festival was held last week.
The Young Lions Film Competition is held the same week. Two creatives have 48 hours to write, shoot and edit a 30-second commercial. At the beginning of the week, the teams receive a brief from a charity chosen by the Festival. Forty-eight hours later, the teams' work is judged by the Film Lions jury. Here is a winning commercial from this year's Young Lions Film Competition:
The Metaphor is the most commonly used - and abused - tool in marketing communications, especially in western cultures. It is a great way to attach meaning to a newly-launched product or brand. But some approaches are more effective than others.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, "Cracking the Ad Code," and provide a step-by-step approach to using them. The eight tools are:
5. Extreme Consequence
6. Absurd Alternative
8. Extreme Effort
The Metaphor Tool takes a well-recognized and accepted cultural symbol and manipulates it to connect to the product, brand, or message. The trick is to do it in a non-obvious, clever way. The process is called fusion, and there are three versions of it: Metaphor fused to Product/Brand, Metaphor fused to Message, and Metaphor fused to both the Product/Brand and Message. Here is an example:
"Red tape" is defined as the collection or sequence of forms and procedures required to gain bureaucratic approval for something, especially when oppressively complex and time-consuming. That's how Southwest Airlines describes other airlines' frequent flyer programs versus its new Rapid Rewards program which has none of the traditional limitations like blackouts and point expiration. In a series of highly innovative commercials, Southwest demonstrates not one but two of the eight advertising tools described by Professor Jacob Goldenberg in "Cracking the Ad Code." These ads are flawlessly executed, funny, and memorable.
Insurance companies continue to battle it out as the industry emerges from the global financial crisis. They are spending huge sums on national advertising to establish brand loyalty and earn trust. But consumers have a hard time distinguishing between the many undifferentiated insurance products. They tend to shop on price as a result. So insurance advertisers have to walk a fine line acknowledging the importance of price while slipping in their value propositions around service and other features.
Here is an example from the long-running Progressive campaign featuring the lovable character, Flo. It uses the metaphor tool. The Metaphor is the most commonly used tool in marketing communications because it is a great way to attach meaning to a newly-launched product or brand. The Metaphor Tool takes a well-recognized and accepted cultural symbol and manipulates it to connect to the product, brand, or message.