Just as animated TV shows for adults (think cult favorite Rick and Morty or Netflix’s Big Mouth) are having a moment, animated films for brands are hitting their own stride. Tech brands like Lyft and Hinge have used the medium in recent years and over the last few months a new wave of marketers—Heinz Beans, KFC and Taco Bell—have rolled out animated spots.
The timing may seem strange in an era when attention spans are low and six-second ads are on the rise, but brand marketers are hungry to connect with consumers and animation can be the outlet to make it happen. Overall, brands are finding that animation can cut through the clutter and really strike that emotional chord with viewers online.
“The long-form, animated spot is definitely back on stage,” Howard Belk, co-CEO and CCO for brand consultancy Siegel+Gale, said. “Advertisers are competing for engagement not only with other products, but with social media content. People are much more accustomed and comfortable now with watching vignettes on their phones—they have been conditioned by Facebook, YouTube, Instagram, Snapchat and other platforms. Savvy advertisers are taking advantage of consumers’ willingness to spend more time consuming content on these platforms.”
Matt Murphy, 72andSunny executive creative director and partner, believes animation is on the rise because it “can be an escape,” he said, adding, “It has the ability to make a bigger, bolder creative leap in terms of storytelling for any brand that wants to embrace it as a tool.”
In April, 72andSunny created a nearly two-minute animated film for toothpaste brand Hello featuring an anthropomorphic dancing tooth cheerily promoting the natural ingredients used in Hello products. Since its release, the spot has scored over 1.6 million views on YouTube alone. “If we just put an actor in front of the camera to talk to you for 90 seconds about toothpaste, I don’t think it would have worked as well as having an animated tooth,” said Murphy.
See the films below & read more at AdWeek: http://www.adweek.com/brand-marketing/even-with-6-second-ads-on-the-rise-some-brands-are-creating-animated-films-to-try-and-stand-out/
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