Monday, April 15, 2013

When One Little Thing Spoils Something Nice

I have enjoyed seeing Stella ads get back to being great over the last couple of years, after a while of being in the doldrums. But their latest work shows how one little thing can completely spoil otherwise high quality work.

The latest Stella Artois ad continues to hark back a little to the ideas of the Reassuringly Expensive campaigns with the idea of beauty. It takes a French art house style and uses it well to create something that you want to see through to the end.

However, there is one simple thing that completely spoils this ad for me. It breaks apart the style and just takes away the class from an otherwise lovely piece in one second.

At 54 seconds you see the girl's response to the whole point of the ad, but instead of fitting the tone it just stands out like a sore thumb. As if the whole French cinema theme is dropped in order to achieve a sight gag with her response. Imagine a version of the Guinness swimmer ad where the guy does a cheesy wink to camera halfway through. It just looks awful, doesn't work as a gag, and acts as a car crash to the otherwise well above average build up.

Maybe I'm reading a lot into one small shot, but if we are to spend hours and hours crafting strategies and creative ideas into campaigns, it seems a waste that we should then miss one simple little thing that removes the campaign from the world it inhabits. I couldn't help but cringe when I saw it for the first time.

All it needs is a replacement shot where she looks a little surprised and disappointed in keeping with the rest of the ad, and it will improved hugely.

So close. So very close.

Link provided as they have disabled embedding: Stella Artois Ad 2013

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