How we created the Orange Fox holiday advert

By Nicola Bible, Junior Animator at Orange Fox Studios 

Hello there! Thank you for taking the time to join me as I talk through the making of ‘The Orange Fox’ advert for Orange Fox Studios. Firstly (if you haven’t already) please check out the finished advert below:

If you didn’t already know, I joined Orange Fox Studios back in July 2020 as an intern, after using the first lockdown to work towards a portfolio of Motion Graphic work. At the beginning of September, Creative Director Lee Tomes asked me about working on an advert for the studio. The idea being for the advert to promote Orange Fox Studio’s ability to create high quality animation that ‘banished the bland and the boring’ (the studio’s motto and mission statement).

Starting the process

The first step was to get the thinking caps on, jotting down ideas and searching for inspiration (mainly on Pinterest). Lee suggested that the Fox could ‘bring the forest to life’ as a metaphor for Orange Fox being able to take animation to the next level. This was where the idea was born for the fox coming out of hibernation and by doing so, waking up the rest of the forest (by having a bit of a party!). From here we created what we call a ‘story flow’ document which outlined our chosen story. Think of it as a written storyboard of sorts.

Initial mood-board of ideas.

Below is the initial sketch of the fox character. I really liked this, but soon realised there were limitations to the design if I were to make the character walk and dance. When discussing the design with Lee, we agreed that the fox needed to appeal to a different audience as this first design was very child friendly. Back to the drawing board it was!

Some simple and initial storyboard frames

These were created to get a rough idea of what assets and backgrounds would need to be made. The next step was to get into Adobe Illustrator and get creating!

 

Creating assets and the ‘look and feel’

The first thing that I created in Illustrator was the Fox, as this was the star of the show, it was pretty important! This part of the process was a huge learning curve for me. My experience in Illustrator was very minimal at this point so there were a few things that, later on in my process, I had to overcome because of the way in which I designed the fox initially. (But I will talk more about that later).

A snapshot from my Pinterest inspiration board 

There was a lot of experimentation with the backdrops for the film. They are quite different to the final ones for sure! Right at the start of this I drew from the inspiration that I had found and colour palettes I liked on my Pinterest board. I soon realised that what was not working in the early designs was primarily my colour palette, as there were too many and they were also very dull.

I decided to narrow down the colour usage which worked well, making the design much stronger. I then used textures that I made from photoshop brushes, bringing them into Illustrator and used a clipping mask to crop the texture to the shape. I also used the brush tool within the clipping mask to create the snow texture and tree bark textures. As you can see from the final image below, this was a really effective technique and really helped to take the backgrounds to the next level.

Once the backgrounds were done, I designed the other characters with a variety of different colours to choose from so I would have options when I started animating. I also re-visited the fox character, tweaking the assets ready for animation and altering the colour so it was more vibrant.

 

Animating and brining everything to life

The next step was to get into after effects and start animating! I decided to start with the effects that I needed to create, like the snow and the disco ball. I found a variety of different tutorials on YouTube to help me achieve these elements. For example, I used the cc Particle World effect to achieve the snow and get the feeling of depth across (it makes the effect 3D so you can play around with perspective).

The two biggest parts of this whole animation were the fox walk and the dancing scene, so they were the next two things on my list to do. This is where I realised that the way in which I designed my fox character made it a little more difficult to animate as it wasn’t made with the thought that it would be taken into a plug in like Duik Bassel. For anyone that doesn’t know, Duik is a plug in that helps you to animate things like walk cycles. It acts as your characters skeleton, so that when you move the foot for example, the whole leg would follow. A super useful tool (and it is free!) that I set about rigging my character up with straight away. (video shows process before limbs were attached to rig.)

However, what I found was that because the joints of my character were not evenly rounded, when I moved the foot the edges of the limbs would stick out as the leg bent. In case you were wondering – not the look I was going for. So, I realised I had two options: re-design the character so that it would work with Duik (bearing in mind this was 2 different angles for the walk and dance) or do it old-school and animate each limb with rotation and position properties. So, I went for old-school. I got my copies of ‘the illusion of life’ (Frank Thomas and Ollie Johnston) and ‘the animator’s survival kit’ (Richard Williams) down from the shelf and began to draw out the key motions needed to achieve a walk cycle.

Keyframe notes

I set about animating my keyframes. And it worked! (I should add I also used the puppet tool and the cc bend it tool for the head/body and tail assets).

But it wasn’t great. I came across a tutorial on Skillshare lead by Motion Designer Jake Bartlett. I used his 2-legged tutorial to help me in understanding what was happening in my own keyframes and it helped a lot.

I felt that something was still a little off about it though so I decided to contact Jake and ask for some advice. He was so helpful, showing me what it was that I needed to focus on (which was my timing and spacing of the legs) and in doing so the walk looked so much better! Thank you Jake, I am so grateful! Check out the final keyframes below.

As for the dancing animation, well, I had to film some super embarrassing footage of me attempting to bust some moves… Let’s say no more!

The rest of the animation was created using different properties to move the characters/assets and where needed the cc bend it tool, for things like the rabbit ears. I made shadows for all the moving characters by duplicating the layer, adding a fill effect, changing the opacity, adding a fast box blur and making the layer 3D.

I worked closely with Lee every step of the way (over video call!) talking through each part of the advert and making sure that it was heading in the right direction. Lee also worked with Michael Tedstone, the Composer and sound Designer for this advert to really bring this piece to life with his music. Thank you Michael!

This project has been a real labour of love, and has pushed me to challenge myself at every turn, which I am grateful for. You don’t learn things without challenge, and I have definitely learnt so much. I’d like to say a huge thank you to Lee, for your continuous support and for giving me this great opportunity!

I hope everyone enjoys the advert!

Nicki.

3 video storytelling choices that work for creative advertising

Ok, let me first start by addressing the title of the blog.

There are many creative techniques used when it comes to video storytelling and there isn’t a one shoe fits all approach. The brand, the audience, marketing channels and touchpoints all have a say on whether a creative concept will leave its mark. We need to first understand these things before we can conceptualise ideas that will resonate with a target audience. However, there are notable trends which I believe make a video advertising campaign memorable – At least to me.

Now, I’m a sucker for a good story. (Thank you, Netflix!) It’s one of the reasons I run a video storytelling agency. Great storytelling is powerful, it can have impact and it’s an incredibly rewarding process if done correctly. With so much video content out there these days, it’s really got to make me feel something if I’m going to remember it. And that’s one of the key points we need to ask ourselves when we’re creating short-form video content for advertising – Is our idea memorable? Other questions we might consider; Is the idea easy to get? Will the target audience relate?

Recently, I’ve seen a batch of new adverts on TV, the cinema and online. All of these adverts had plenty in common. The production values were high, they looked like TV or Film and they all had a length of between 30 and 60 seconds. However, the adverts that resonated with me the most all seemed to fall into three styles and genre choices. These genre choices were;

#1 – Comedy / Humour

It goes without saying – you can’t bore someone into buying something. Humour is a great way to engage an audience and make your advert stand out.

uSwitch “Coach” Broadband Comparison TV Advert

This advert from uSwitch was actually released in 2017, but I only recently discovered it. The memorable character and the silly humour had me giggling. What’s great is that this format is easily replicated with new scenarios and characters as long as the main character is present and the humour remains consistent.

#2 – The Quirky Drama

AO “Delivering Tomorrow” Advert

Anyone else think AO have lucked out with the fact that there is a mainstream song with their business name in the Lyrics? Regardless their new TV and Cinema ad is excellent. It’s got an interesting story – the sun begins to flicker and eventually goes out, plunging the world into darkness. Turns out the sun is a giant bulb and it’s up to the AO team to deliver and fit the new sun to bring light back to the world. My favourite moment is the sun being wheeled out of a giant box which reads “SUN 174 QUADRILLION WATTS” on the side.

#3 – The “Pull on the Heart Strings” Drama

Remember those beautiful John Lewis adverts? The one’s with the lovely stories, haunting acoustic music and high-end visuals to match. Yep – style three is the pull on the heart strings drama. There’s two more adverts which I love that both fall into this category. The cinematography in these both these 60 second adverts is excellent and the music choice really heightens the drama on-screen.

Lloyds Bank, The Running of the Horses:

Dogs Trust TV Ad #Specialsomeone:

There’s No Such Thing as a Boring Subject

‘Boring’ is a word that gets thrown around a lot in creative industries, and it should be banished to the fiery depths of hell, because there should be no excuse for it, and certainly no place for it, in whatever you’re doing, whether it’s film, online videos, blogging, podcasting, morris dancing, or anything else.

There have been a number of clients over the years who have mentioned their industry or business using this term, and it’s great when it happens, because we get to show them exactly why there is no such thing, and then pitch the client ideas that are fun, creative and engaging, that (with any luck) will make them excited enough to hire us, and show them that what we believe is true:

There is no such thing as a boring niche or industry.

A perfect example of this comes from the world of film, and specifically the 2010 David Fincher/Aaron Sorkin collaboration The Social Network, which grossed over $200 million worldwide because Sorkin (who adapted the screenplay from Ben Mezrich’s book The Accidental Billionaires) and Fincher (Seven, Fight Club) didn’t make a film about people Poking each other in university dorm rooms, they created a Greek tragedy that focused on issues of class, sexism and betrayal, all contributing to a masterful example of high drama.

Now imagine being a film executive being pitched a film about the invention of Facebook…

Urgh.

 

That’s a boring subject to anyone outside of Mark Zuckerberg’s lawyers and anybody outside of the Sorkin/Fincher circle, who had done their research and realised there was an incredibly powerful, dramatic and important story to tell.

“It really didn’t have much at all to do with Facebook itself. I wasn’t on Facebook. I don’t spend a lot of time on the Internet, and social networking wasn’t really part of my life. But the story itself! There are elements of it that are as old as storytelling: friendship and loyalty, class, jealousy, betrayal — all those kinds of things that were being written about 4,000 years ago. It struck me as a great big classic story. And those classic elements were being applied to something incredibly contemporary.”
– Aaron Sorkin in an interview with TIME, September 2010.

And that’s what you need to do to erase the word ‘boring’ from your content: Find the story within your business, industry or niche and tell it in the best possible medium. You don’t need Oscar winners and a Hollywood budget to achieve it either, so don’t panic.

Now let’s focus on how you can do just that, in relation to creating online video content for your business:

 

What’s Your Story?

Your business didn’t fall from the sky one day (although that would make an amazing online video), you built it, your family built it, maybe you and your best friend built it. Regardless of how it came to be, your business has a story, and that’s where your online video journey begins: Finding the story. Once you start to do that, the word boring slowly fades away.

For example, you could be running a store that makes wooden signs for home and business, and on the surface, you might be scratching your head as to how that becomes remotely exciting on screen. Here are some questions that will instantly change that perception:

 

  • How did your business start? Is it family owned? Did it start here? Have you moved to where your business hails now from somewhere else? If so, why?
  • How do you make your signs? Is everything hand-carved and painted by hand?
  • Where do you get your materials from?
  • What kinds of signs have you made?
  • Who have you made signs for?

Once you start asking these questions, all kinds of interesting stories will reveal themselves, including:

  • The story of the business
  • The hard work and craftsmanship that goes into creating your goods
  • The relationships/friendships of the people who work there
  • Showing off just how great your good are, of course

The next step is to discuss ways in which your stories can be told. These could be through interviews, short form content, an online advert, tutorial films and more. There are no end to the stories that can be told in any industry or niche, but one thing is for certain…

They should never be boring.

The Rise of Branded and Personalised Video

2015 was widely regarded as the year that video marketing really took off. As we head into 2016, marketers will be looking into how they can use technology to further build on the huge potential of video marketing.

Increased Value of Branded Video Content

The power of YouTube will come to the fore again this year resulting in more companies making an extra effort to produce branded video content. Marketers are recognising the fact that YouTube is now the third most visited website in the world with more than four billion views per day.

‘The play button has become the most compelling call to action on the Web’ (Lessard, T).

Videos are becoming more popular among online users than traditional text-based pages. More and more marketers will move towards moving images, creating branded videos such as key interviews, behind-the-scenes insights and product promos to engage their target audience.

digital-video

 

More Videos Will Appear on Websites

Jayson DeMers (Forbes) suggested that there are two areas where video content is likely to show up:

  • Home pages – As this page is likely to be the first page seen on the website, it is vital that it is attractive for the viewer. If your homepage is engaging, the visitor will be more likely to spend more time exploring the website.
  • Product pages – To make sure that your product or service is sold effectively, videos are a great method of explaining what you offer. Using just text and still images can be difficult to understand if your product or service is complex or new to the market. With the use of short videos, customers will better understand the product and the purchasing process which can boost conversions.
The Revenant: 200 Miles website includes an interactive video in the background.

The Revenant: 200 Miles website includes an interactive video in the background.

Videos Will Play a Larger Role in Driving Sales

The inclusion of videos on websites brings us onto the next prediction that videos will play a larger role throughout the customer journey. From a recent survey by research firm Demand Metric, 74% of businesses reported that video content drove conversions more than any other content type.

With increased video content, customers will be guided through the purchase process. According to a recent study, customer testimonials, demos and explainer/tutorial videos were found to be the most effective at helping convert sales.

The Potential Rise of Personalised Video Content

 

Interactive, one-to-one, video content is forecasted to emerge in 2016 which will create a more conversational experience. New technologies will allow the viewers to fully engage with the video content to form a more immersed experience to potentially gain more customers. Features to look out for will be mid-roll surveys and questionnaires inserted into the videos as well as multiple choice options that the viewer can select to direct how the video content will continue.

Video personalisation will also enter the mainstream in 2016. The concept will involve the viewer’s name, company logo, or an image posted on social media placed into the video to bring the viewer into the story. Marketers will be hungry to create a more engaging, immersive experience by creating stories that are personally directed by the viewer.

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“Hey Look at Me!!” – How to Grab Your Viewers Attention

“That was sooo boring” is something no one wants to hear about their videos. Whether it’s in marketing or in film, you want to capture interest. This is the only time it’s really okay to crave attention, I mean really crave it. You want people to watch it, but what if you can’t get them past the first five seconds?

If you’re anything like me, YouTube is probably you best friend. I can spend hours on it and eventually, my fingers start to get tired constantly hitting the skip button (for now we’ll ignore the videos which I actually start and then decide to leave, that is a WHOLE other topic). However there have been two times, on record where my finger actually paused. The first one was the Pantene – Labels ad.

When it started, the music and the imagery made me wonder ‘where exactly is this going?’ So I just kept on watching.

The second incident was a lot more light-hearted. After searching, I can’t for the life of me remember the brand or find the advert, but I do remember everything else.

Basically, it started with a man who paused his wrestling match on TV, the doorbell rings and he goes to get his takeaway. This wasn’t the fun part. The fun part was the wrestlers. The hilarious conversation that ensued between the two stuck, paused in probably the most awkward position actually made me laugh out loud. It was like a “mature” Toy Story.

Have you noticed a trend yet?

Whether it was humour or intrigue, these ads had me hooked. They were interesting, so they caught my attention. So how do you grab attention?

Don’t waste those five seconds

You can’t get them back. I’ve seen so many ads that waste their time with a fade in, or a “well placed” logo and slogan. I can’t help but wonder why do that? They’ve given no real reason to keep watching so obviously, I skip. I feel no urge or need to continue to watch. Lets look at McDonalds…

They get straight to the point, leaving their well placed logo and slogan right to the end. Just how it should be, in my humble opinion. If you’re interested in the McRib, this will definitely hold your attention.

Be relevant, relevent, relevant

So, for whatever reason, Google decided that because I watch a lot of cute baby videos and family vlogs, I am definitely a soon too be mum. I’m not. I every time I watched a video I was hit by diapers, baby food and educational toys. Skip, skip AND skip. This is just time wasted for you as a marketer or video director and me, your humble viewer.

This is just down to knowing your audience, and knowing them well. If it’s catered to the right people, they will watch.

Targeting, video marketing, attention

Be interesting

Now this is  tricky one. How do you make something interesting?

Think of it as the way you think about people. What type of people do you find interesting? Now I’m not talking about people you like, the word is interesting. Daring, controversial, opinionated, funny, mysterious etc., that’s what you want in your five seconds, impact. This can be done with visuals, sounds or words. Just looking at some still work, you can see how strong a single image can be. Now image a strong video.

video marketing, attention

It’s great to have amazing videos and marketing, but if you can’t get your viewers attention you might just be wasting your time. So don’t wait, make your five seconds count!

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5 Ways To Boost Your Online Presence

We live in one of the most exciting times in the world’s history where you can build up a brand globally and faster then ever before. Over the last ten years there has been a major shift from traditional forms of marketing (think large scale, big budget Mad Men-esque advertising campaigns) to online marketing. Social media is a huge part of the rise in online marketing strategies and it has never been more accessible or affordable.

You now have the opportunity to build a personal brand by leveraging the amplification of social media, blogs and online video to share your messages and your business stories. If you are having trouble getting going, here are five simple ways business’s can grow their brand and online presence:

1.  Start a Blog

A good way to drive traffic to your site is to start a blog. Google loves blogs as they keep it’s search engine results recent and relevant with a constant stream of new and unique content. Blogging actively not only gives you a chance to share your knowledge and expertise with potential new customers, it also allows you to start an active dialogue with them via comment boxes on your posts.

2.  Keep Your Content Fresh and Unique

It’s a good idea to play to your strengths. If you are a great writer, then write. If you are more comfortable in front of a camera then maybe a video blog or audio podcast is the best way forward. Video bloggers such as Gary Vaynerchuk transformed their business with a video blog. Create Film will soon be launching our very own video blog sister site CreateFilm.TV were we will be utilising our knowledge of the film and video production industries to share our thoughts on current and trending topics.

3. Create a Twitter Account

Keep your Twitter account name consistent with your brand and blog. Used correctly Twitter is an excellent marketing tool in which you can communicate with your target market. The 140-character message limit forces you to be concise and relevant when posting content. Share your blog posts a couple of times a week via Twitter. Encourage people to interact with your content.

4. Create a Facebook “Page”

Facebook has a whopping 600 million users and provides a rich source of contacts to spread your content and get feedback from users interacting with your brand. Facebook also run advertising campaigns in which you can pay to promote your content further to reach new audiences or to simply get more people interacting with your page. As above, share your blog posts a couple of times a week via Facebook. Encourage people to interact with your content.

5. Utilise Video On Your Homepage

Online video is the fastest growing medium in the history of the Internet. Just like blogs, Google loves video. A great way to make your site instantly more engaging is to include an introduction video or case study film about your business on your homepage. A video offers a potential customer the chance to get to know what you do and how you can help. It also makes you more approachable by forging an instant connection between you and the customer by putting a face and a voice to the name.

Luckily for you, Orange Fox Studios specialise in helping small business’s delve into the world of online video and social media marketing. If you are having trouble or just need a little advice on how you can make your brand more engaging, please come and have a chat to us. The coffee is on us!

 

Further Reading:

10 Steps To Promote Brand “You” with Social Media

What is Social Media? The Must Know Basics Explained

Online Video: The Future of Content Marketing
 

 

 

Why viral videos are the way forward for the NHS

We are currently working on great project for Haemnet – a network for health care professionals who treat people with inherited bleeding disorders. It is a totally free service that provides a secure online space in which members can share information and experience about the care of people with bleeding disorders. Membership is open to specialist nurses, physiotherapists, data managers and social workers. You can visit the site at www.haemnet.com.

The NHS is always looking for new ways to spread public health messages and the project has prompted us to think about how we can take advantage of online video to disseminate healthcare messaging and reach and inform a larger audience. Video is one of the most powerful ways to reach people and if the idea is right you can connect on an intellectual and emotional level. Through a little research we found a useful article on The Guardian online which highlighted a couple of key case study campaigns.

The article opens with the reminder of one of the first acts of the coalition government back in 2010, when they slashed government advertising, although they made an exception for two campaigns on dementia and strokes.

 

“Hot Drinks Harm” – North Bristol NHS Trust

North Bristol hospital hosts the South West Children’s Burns Centre and has used video to spread awareness of the thousands of children every year who are injured by hot drinks. Their ‘Hot Drinks Harm’ campaign depicts a small boy pulling a cup of tea onto himself while his mother’s back is turned, causing him to suffer severe scalding on his cheek. The aim of the film was to raise awareness of the consequences of leaving hot drinks around children and, using social media, to get it disseminated as widely as possible.

Dr Amber Young, consultant paediatric anaesthetist at the centre, says “If you put a bland video up with education facts and figures, people aren’t going to use some of their valuable time to watch that. It’s got to be something that hooks them”. The video, which was created on a budget of £2,500 and used trainees from the City of Bristol college to do the make-up, has gone on to get nearly 14,000 views since it was published in 2011.

 

“Condom, No Condom?”

A year earlier an interactive series of videos launched to encourage young people to wear contraception. Created by primary care trust NHS Bristol and England’s NHS Choices website the video allowed viewers to decide whether a young male party-goer would wear a condom or not, before showing the consequences of his decision, which included pregnancy and sexually transmitted infections. The video received almost 2million views, in part as a result of extensive media coverage after the Daily Mail ran a story branding the video as ‘pornographic’. However, with such traffic, the cost of the videos worked out less than 2p per visit, compared to around £32 for a face-to-face visit to a GP.

 

“Teenage Pregnancy Video” NHS Leicester City

Another example of NHS video campaigns hitting the headlines was NHS Leicester City primary care trust’s video in May 2009 of a young girl giving birth on a school field. The unbranded video, which was produced to look like amateur mobile phone footage, attracted huge amounts of press coverage and was removed by YouTube after 24 hours after receiving hundreds of complaints.

“It was the most shocking viral video any NHS has produced locally, even regionally, and because we had done our research with the young people and knew what they wanted, we hit are target market just right,” says Richard Morris, associate director of communications and engagement at NHS Leicester City. “This was a ‘social marketing campaign’ so it’s not about what we think is right or appropriate, it’s about the evidence we gained from our research about listening to our target audience, and producing something that gets them interested in key health messages in a discreet way.”

Costing £20,000 to produce, the video targeted girls, young people not in education, employment or training (Neets) and those in the west of the city, a pregnancy hot spot. It had been viewed 2m times by June 2009.

Article taken from the Guardian Online.

Great Storytelling Is Achievable With Advertising

“Stories, we all spend our life telling them… About this, about that. About people. But some are so good we wish they’d never end. They are so gripping, we would go without sleep to see a little bit more. Some stories bring us laughter, sometimes bring us tears. But isn’t that what a great story does?  Makes you feel? Stories that are so powerful, they really are with us forever…” – Dustin Hoffman, Sky Atlantic.

Advertising can be seen as a dirty word, and when you watch some of the TV ads that make their way onto the screen you can understand why. But it is definitely the best way to reach the widest audience and when done well, you can incorporate great brand storytelling.

More and more businesses are finding ways to tell a narrative tale through their advertising. Even the incredibly annoying Go Compare adverts have become an ongoing saga, with the excruciating Tenor now a tragi-comic character who is trying to find new ways to communicate his message after being blown up, fired into a Black Hole and god-knows what else. It might do your head in every time you see it, but you have to admit that it’s pretty clever.

Another example of narrative storytelling are the BT Broadband flatmates adverts. It helps that the three actors in the ads are all well-cast and talented actors in their own right. The acting and the writing is actually better than the majority of dramas of soaps that you see on the likes of BBC Three, ITV2 and E4. BT’s budget obviously helps in this regard, but it’s simple storytelling that everybody could do. Good scripts, talented actors and a solid film-making team don’t have to cost the world.

The BT Broadband advertising story goes back over three years, with Love Actually’s Kris Marshall starring as a young man dating an older woman who has two kids from a previous marriage. It followed his story from awkward exchanges with the kids all the way up to their marriage, and the story now follows the young son as he ventures off to university. It could quite easily have been a comedy-drama on BBC One, but it’s advertising. Really great marketing.

Here ‘s an examples of the BT Broadband story. See how brilliantly their stories are told, and how simple the storytelling is. You don’t need to smash your customers over the head with flashy visuals and manic editing, you can draw them in with simple, concise storytelling:

BT Broadband Story

It might not be within every businesses budget and marketing plan to have an ongoing advertising campaign, but this shouldn’t hold you back. You can still tell an incredible story with a one-off advertisement. Again, it doesn’t have to break the budget and be a 90 second version of James Cameron’s Avatar to grab the audience’s attention, it just needs to tell a great story.

Take a look at these two advertisements from Sky Atlantic and McDonald’s. Don’t be fooled by the size of the corporations behind these adverts: These are both achievable without millions of pounds behind them. Dustin Hoffman may have cost Sky a few quid, but it’s not the Oscar winning actor that grabs the attention. It’s the words he uses, the music in the background and the message it delivers: Great storytelling is here.

The McDonald’s ad tells the audience that everybody has McDonald’s in common, and it does it with a simple tale that a lot of us can relate to. Take away the McDonald’s banner at the end and you could quite easily be fooled into thinking this was a short film by Shane Meadows. The subtlety of the piece gets the message across without the use of a sledgehammer and it stays with you longer as a result. That’s what a great story does, and what great advertising can do when there is a great story being told within it.

Sky Atlantic Ad with Dustin Hoffman

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