創造と環境

コピーライター西尾忠久の1960年代を中心としたアメリカ広告のアーカイブ

IMPORTANT ELEMENTS IN TV-CF (2)

DDB Vice President, Director of TV & RADIO Mr.Don Trevor(in 1968)


So much for simplicity.
The last two commercials were actually two very simple demonstrations.
A demonstration is one of the most believable ways to ~how your superiority over your competitor's product.
If you are lucky enough to have a product with a difference that can be demonstrated visually, a good demonstration can be extremely
effective.


ROLL SOS "SQUEEZE" COMMERCiAL


(It puts in a transparent bowl that ..steel pad that contains the detergent.. puts 2 and water and will compare it. )

Announcer;"The detergent contained in S.O.S endures long use. The steel pad of two taken out is compared with here.
It remains still a lot in S.O.S though it squeezes, it squeezes, and there are not more more one detergent. The detergent of S.O.S lasts long from which steel pad. "

Here is a very inexpensive commercial that shows in a simple.
graphic, convincing way why you should buy an electric toothbrush.
This commercial required only two hours of photography and one piece of black cardboard and definitely makes my point that the concept is the most important ingredient in any commercial.


ROLL BROXODENT "200 STROKES" COMMERCIAL

(One applies the dentifrice with white toothbrushes of BROXODENT and one in daily life with person's hand to a black screen. Broxodent is completed at ten seconds . Polishing teeth with the hand continues with the gasp. )


【chuukyuu c.f.】I for your information post the printed advertisement that became the radical of this idea as help that you imagine the screen.
This is scheduled to be exchanged when the actual thing of the commercial is obtained.


Man versus machine.


You're limited.
Sure,you can think and laugh and love and hate. And a machine can't But machines can do a few things that you can't do.
You can't brush your teeth at the rate of 120 strokes a second.
Broxodent can. It's better than you.
As a tooth-brusher, automation has put you out of business.
Look at the stroke you make with atoothbrush. It's just one stroke.
But the Broxodent stroke is really a series of up-and-down strokes.
Enough to do in one minute what it would take you half an hour to do by hand.
Man loses. Broxodent wins.

Broxoden the Automatic Toothbrush from Squibb

art director:Helmut Krone
copywriter;Rudy Fiala


Now, I would like to show you the classic in demonstration commercials----the one that beats all the others----the one that, in my
opinion, is the best demonstration commercial I have ever seen.
It was voted the single best commercial at the Cannes Film Festival in 1967, so my opinion is shared by many others,

ROLL BURLINGTON "DANCE" COMMERCIAL

Humor is one of the most important tools.
It is one way of cutting through the maze of those dull, dreary, boring TV commercials.
It gives the viewer a chuckle, it makes them feel warm about the product, he hopefully will remember the name of the product and
eventually go out and buy it.
But humor is also a very dangerous tool.
What looks good on a piece of paper or storyboard might not come off on film.
Sometimes, the joke is there and is only funny if you see it once.
Can the gag be sustained and will it still be funny after you have seen it ten times on TV? Humor used effectively is a wonderful tool.
But it can be a terrible weapon if it turns against you.
It can be an irritant ... and an irritant on television can, I think, be more dangerous than an irritant in print.
After all, a full page ad in a magazine can be skipped but if I'm nice and co'mfortable in front of the TV set and the same stupid commercial comes on again, unfortunately, I can't skip it.
It can only irritate me and it does.
Let me show you a series of commercials that combine humor, simplicity, a great idea with wonderful execution... all the ingredients needed for a good commercial.

continue to tomorrow.


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