Antoine Fuqua directed "The Gift"
Marc Forster directed "Lost and Found"
And Seth Rogen and Evan Goldberg directed "Bananas Town"
The 3 Ads have an amazing quality and production, the idea of Walmart creating this "receipt" with products they sell is very interesting and all of the directors did a good artistic job around the given elements. Unfortunately, the repercussion of the commercials have not matched with Walmart's expectations, but I admire its impulse to dive in the artistic world in order to establish a new brand concept.
I thought it was interesting that Walmart chose to produce very targeted ads (ads promoting story-telling through movies during Hollywood's biggest movie award show) just weeks after Target, one of Walmart's biggest competitors, utilized a similar tactic by producing a music video ad that aired during the Grammy's. Personally, I thought that Target's ad was more effective because it aligned with a brand image that many consumers already associated with Target--it was upbeat, energetic, and youthful, and it featured the red and white color scheme and Bullseye, the brand's mascot. I thought that the Walmart ads strayed from the usual brand image that Walmart usually employs of focusing on products and prices, and while I admire an attempt to rebrand, I thought that it fell short because each ad was so different due to the different genres that the directors fell into.
ReplyDeleteAdvertisements that are tailored to the event that they are shown along side are a good idea. The people that are tuned in are there because they care about what they are watching. It makes sense to make something that people watching can enjoy as a story. This probably also leads to less people viewing the ad as an interruption to what they are watching.
ReplyDeleteI liked these commercials because they were very fitting for the Oscars. People were probably more likely to watch them since they were created by popular filmmakers. The ads were also very professional and created a great brand image for Walmart.
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