Just neat

 

One reason that so much advertising looks identikit these days is the obsession with representation and “people who look like me.” I’ve discussed this in relation to static images already here and here. With film, taken to its logical and literal extreme, the result is invariably one of those generic creations that resemble what we used to call a mood film. No story, just a series of vignettes showing different people all using the brand. 

But with a distinct move back to more entertaining and humorous advertising, it’s time to look behind that mirror. After all, Alice found some pretty weird, neat and entertaining stuff there. And Just Eat have done just that with a delightful series of short films. Close your eyes and listen - you can probably identify with the conversation in at least one of these films. 

Maybe the voices even “sound like you” - or someone you know. Now, open your eyes - someone who “looks like you”? Unlikely, unless you get your kicks dressing up in a furry bunny costume at weekends.

These Wes Anderson-style puppets are the latest in a run of pretty impressive advertising from Just Eat. I am unfamiliar with the brand as I don’t live in the UK, but I know a good thing when I see it as far as creative goes.

Animals and brand mascots have always been a useful trick in the ad magician’s box. 

Cute cats and dogs behaving (almost) naturally - either for “natural fit” brands (real life, like Arthur the white cat, or cartoon like "Cats like Felix like Felix”) or for brands where the association is built (the Dulux dog, the Andrex puppy).

Anthropomorphised animals of all sorts - again, either real or animated/puppets - the Cresta and Hofmeister bears, the Duracell and Caramel bunnies, the CompareTheMeercat bunch, the PG Tips chimps, Tony the Tiger from Frosties ...

Or the vaguely humanoid product mascots - Bertie Bassett, the Michelin Man, Mr. Peanut - although these may be more vulnerable to changing times, as M&Ms have demonstrated.

Given the popularity of cat, dog, wombat, capybara, llama, guinea pig and marmot films on social media it’s a wonder that casting a few furry friends instead of casting around to find someone that “looks like me” hasn’t been revived earlier.