Strategy and Sausages:
A British Strategic Planner in Germany
Monday, 3 September 2012
The cuddly colossus
Who remembers the corporate advertising of twenty plus years ago? In the 1980s, corporate advertising on TV became de rigeur on the back of the many share offers arising from privatisation and deregulation. The classics of the genre were masterpieces in pomposity, with swirling clouds, rolling countryside backgrounds, classical soundtracks and sonorous voiceovers intoning "There is a company that..."
Working on the British Airways account at the time, our challenge was always to portray scale and humanity in one - our holy grail was "the cuddly colossus."
Times have changed, media have changed, film techniques have changed and people's relationships with corporate brands are very different. And this is reflected in the sort of brand films being made which could technically be termed corporate. Away with the pomposity, in with the human story - preferably that of the founder. The swirling clouds and rolling countryside scenes have been replaced with cute animation techniques.
Two examples come to mind - "The Lego Story" by Lani Pixels, a 17 minute film that has well over 2m views on YouTube, and the Adidas Adi Dassler animated film from a few years ago.
Maybe you can argue that the cuddly, naive animation approach is more fitting to a child or youth orientated brand, but I wouldn't be surprised to see some of the former colossi scaling down to Wallace & Gromit size.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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