Hi friends, my name is Evan Werdal, a Marketing Associate here at BrainJuicer, and I help coordinate the FeelMore50™ ranking each year. I’ll be guest posting periodically on anything advertising – the good, the bad and the ugly – in the lead up to FeelMore50™ 2016.
As some of you may know, the FeelMore50™ is an annual ranking of the most effective (read: emotional) ads from around the world. We mine award winners – think Cannes, Effies, Epica, Spikes, Jay Chiat, – industry publications, and monitor the Unruly Viral Video chart to compile a list of spots from 6 of the 7 continents. We test ads year round in preparation for the big launch in January. This year we’ve decided to present great ads as we test them – these “Ads of the Moment” are emotional winners that are sure to make the next iteration of FeelMore50™. Our first Ad of the Moment is Android and Droga5’s “Friends Furever”.
This popular spot featured in Adweek Ad of the Day, amongst other “best of” type charts, evokes nothing but happiness throughout its 62 seconds, and is even peppered with hints of nostalgia, thanks to its soundtrack – a perfectly appropriate “Oo-De-Lally” by Roger Miller. Lacking any voiceover whatsoever, the visuals and music do all the talking. I think the spot demonstrates the incredibly cliché (but true) rule of thumb, less is more. Even the song itself is a study in minimalist songwriting, it’s just acoustic guitar and Miller’s voice, allowing the tenderness of the tune to shine. In fact,“Oo-De-Lally” was actually originally used for the soundtrack of 1973’s Robin Hood produced by Disney – like I said, it’s a perfect choice for this spot. It’s no wonder why it scored a 5-Star rating with an EiA of 84.54. Droga5, Android’s creative agency, did a great job of presenting what could be seen as a safe concept in an entertaining and certainly enjoyable way.
The ad’s effectiveness is in its simple, powerful message as well as its emotional appeal. “Friends Furever” foregoes harping on any sort of USP or brand differentiation, instead opting for a UHT (Universal Human Truth), evident in the ad’s tagline, “Be Together. Not The Same.” The unlikely friendships featured in the spot undoubtedly illustrate the virtues of togetherness, leaving you with that warm and furry, err – I mean, fuzzy feeling.
FeelMore Ads of the Moment are tested using ComMotion ®, our award-winning proprietary ad testing tool: the only major ad testing product to use emotion as the foundation of its model. To learn more about emotional advertising and our methodology, contact BrainJuicer.