It's hard (at least for me) to make video ads that contain the main message along with just the perfect amount of artistically-expressed (and received) emotion (I haven't succeeded in my B2B Marcom practice yet). I feel that this is how ads truly connect with the audience.
A recentTJ Maxxvideo ad(byMullenas part of their Maxx Moments series – other examples are currently available on their website)does an excellent job of sprinkling in the perfect amount of emotional detail. I just love the nuances.
The ad, titled either "Translator" or "Interpreter" features a woman translating a seemingly-RussianVIPinto English. While mirroring his motions, she veers off into her very own area of interest – fashion.
The subtle details of theTJMAXXInterpreter adare what kill me, including:
–00:13 the facial expression on the man in the audience (perfect)
–00:22 theONEmedia camera flash feebly going off as the rest of the audience sits in disbelief (aTOTALcrack-up)
–00:26 back to the man – he feels the social etiquette-driven need to applaud, but quickly realizes his error as his partner looks on with disgust (you can actuallyfeelthe egg rolling down his face)
KUDOS!
Image: screen grab fromadweek.com
