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 recent TJ Maxx video ad (by Mullen as 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-Russian VIP into English. While mirroring his motions, she veers off into her very own area of interest – fashion.
The subtle details of the TJ MAXX Interpreter ad are what kill me, including:
- 00:13 the facial expression on the man in the audience (perfect)
- 00:22 the ONE media camera flash feebly going off as the rest of the audience sits in disbelief (a TOTAL crack-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 actually feel the egg rolling down his face)
KUDOS!
Image: screen grab from adweek.com
Steve Gold:
A perfect example of selling the brand with offbeat humor. TJ Maxx, which is not really an A-List brand, grabs memory share with at least three great smile moments in 30 seconds.
Not only do I now know what TJ Maxx does (who knew you could dress yourself there—I thought they were a linens place for women shoppers), but I would probably stop in just because they made me laugh.
Steve Gold