To promote their products, brands are producing content focused on the authenticity of human relationships
With the socio-economic restrictions we are all experiencing at this time, brands are promoting content focused on the authenticity of human relationships. This applies to both TV and social channel advertising. Like McDonald’s, which has re-proposed the Innerchild formula (the emotions that every child feels), but with different themes. In fact, the video shows a mother trying to encourage her child to have fun: first with Christmas decorations, then with a reindeer head band. Only when he reaches a Mc Donald’s and eats the sandwich, the child changes his mood so much that he involves his mother in the preparation of the Christmas tree.
Other brands have also created commercials where families can meet and enjoy moments together. The only brands that have distinguished themselves from the majority are the luxury brands that have opted for more refined advertising. Such as Gucci, which created a set inspired to an office in the nineties; or Christian Dior, who has chosen the popular trulli in Alberobello (Puglia, South of Italy) for the advertising campaign of the 2020-2021 collection.
TO THE REDISCOVERY OF EMOTIONS
If in the past few years we have become accustomed to consider Christmas as a time of aggregation, in this 2020 we have to deal with the bans on aggregation and distances. Interpersonal relationships and simplicity are back to the centre of the scene and the house has become the most used location for video advertising. Kasanova, a house ware brand, has chosen the home of Benedetta Rossi, famous cooker with over 10 million followers, as the setting for its television debut. The TV advertising campaign, produced by Little Bull Studios under the direction of Nico Malaspina, includes also other content for social media channels with the presence of Benedetta Rossi.
More explicit is SodaStream, which has chosen the rapper Snoop Dogg for a commercial, always set within the home walls. Looking at the camera, the artist explains the beauty of small things and the value of responsible behavior.
COCA-COLA: A DIFFERENT BUT ALWAYS SPECIAL CHRISTMAS
If in the past few years we have become accustomed to consider Christmas as a time of aggregation, in this 2020 we have to deal with the bans on aggregation and distances. Interpersonal relationships and simplicity are back to the centre of the scene and the house has become the most used location for video advertising. Kasanova, a house ware brand, has chosen the home of Benedetta Rossi, famous cooker with over 10 million followers, as the setting for its television debut. The TV advertising campaign, produced by Little Bull Studios under the direction of Nico Malaspina, includes also other content for social media channels with the presence of Benedetta Rossi.
More explicit is SodaStream, which has chosen the rapper Snoop Dogg for a commercial, always set within the home walls. Looking at the camera, the artist explains the beauty of small things and the value of responsible behavior.
By Matteo Melani
