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YouTube Crams Classic Books Into Six-Second Clips Using Wholly New Ad Style
By Hannah Sofea, 17 Mar 2017
The advertising landscape is quickly changing. Traditional marketing just doesn’t cut it anymore in this digital age. Brands are hastily thinking up new ways to cut through the noise and grab viewers’ attention in an increasingly competitive arena.
Earlier this year, you saw ads masked as short films including HP’s Wolf and the ‘Grow Up’ series by Mercedes-Benz. Now YouTube has turned to an entirely new ad format in a bid to prove to brands: it can deliver persuasive sales pitches in bite-sized form.
It’s partnered with renowned ad agencies such as J. Walter Thompson, Wieden+Kennedy and Deutsch to promote this brief pre-roll ad format.
The campaign, ‘Six Second Storytelling’, was initially a part of a challenge hosted at SXSW and involves cramming classic novella into six-second footage.
Some of the literature referenced included Shakespeare’s Romeo & Juliet, Herman Melville’s Moby Dick and Franz Kafka’s The Metamorphosis. The creative geniuses behind the ads didn’t forget to add modern twists to the cherished stories.
A classic example would have to be Wieden+Kennedy’s portrayal of Dracula. Titled ‘No Pics No Proof: A Dracula Story’, ‘Dracula’ is seen towards the end of the video spamming selfies with his new kill.
J. Walter Thompson, on the other hand, worked on Romeo & Juliet a little differently. Shakespeare’s dark tragedy takes an adorable turn, with two puppies seen licking each other. For the first four seconds, the cute canines cover each other with saliva, only to end in despair when they were pulled away. One mustn’t forget the feelings between ‘Romeo’ and ‘Juliet’ and how there was an ongoing debate on whether it was true love or simply puppy love.
While some might be quick to lament about diminishing attention spans and death of the written word, perhaps a tad of credit to YouTube and the ad agencies for devising an alternative approach to encourage more people to read.
Below are several of the ads from the project. For more, click here.
In related news, see this bookstore’s witty campaign that trolled people into reading books using clickbaits.
[via Adweek, videos via Youtube Advertisers]
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