Celebrities of the world of cinema, music and TV series and the great desire to be ironic are intertwined in a type of creativity that, especially in the United States, has distinguished some of the best campaigns aired in this first half of 2018. These are the elements that the advertisements that triumphed at the Cannes Lions International Festival of Creativity a few days ago share and that stood out during the Super Bowl, that, like every February, attracted the attention of millions of consumers worldwide. It is not by chance that the spotlight is on the American market, as it is there that the trends that will then invest the rest of the globe are generated and developed: in a scenario in which Internet and social media offer an increasingly fast communication, often in small doses with the scope of being split into episodes and the ability to become viral, the creative agencies seem to have turned to the narration and ability of quality images to stir the audience, or at least to involve them in new perspectives that overturn - and in some ways ridicule - some of the stereotypes and recurring themes that are mostly on Facebook, Instagram & co.
Advertising and involving storytelling
So, the film, acclaimed in Cannes, celebrates flaws, emphasising them and elevating them to elements of uniqueness, as well as of alternative aesthetics, harmonising everything to obtain a result of photography and editing that is – for these elements - impeccable. The case that best embodies this trend is the advertising by Diesel, Go with the flaw, by Publicis, that tries to upset the idea of perfection - often far from authentic – that is omnipresent in the photos and videos posted on social networks. With the expedient of meta-narration, the spot shows an editor struggling with the - strictly analog - editing of a film, assembled to narrate scenes in a sequence that share a detail or the movements of the protagonists, all characterised by a more or less evident physical imperfection. Therefore, the film, acclaimed in Cannes, celebrates flaws, emphasises them and raises them to elements of uniqueness, as well as of alternative aesthetics, harmonising them in a shot with such impeccable photography and assembly.
Celebrities hired for spots
David Harbour, star of Stranger Things, is the face of Tide washing soap and interprets - even if not perfectly and in a sly and ironic way - the role of the testimonial in predefined situations that are typical of other product categories, from automotive to beer and perfumery, loading up the sense of the final message of the Saatchi & Saatchi communication firm relaunching the historic P&G brand.
Danny De Vito embodies the human transfiguration of an M&M’s praline instead, so happy to no longer be edible to not pay attention to other misfortunes that can happen when you are a real person.
WATCH THE VIDEO
Muscular and narcissistic, Chris Pratt cannot wait to become the image man of the low-calorie beer Michelob Ultra, a role for which he is willing to do everything that a good influencer should do, going beyond the sense of ridicule.
The film starring Steven Tyler is decidedly emotional: the frontman of Aerosmith, when starting up his Kia Stinger, also starts up a time machine that brings him back to the days of his youth and of the rock band’s first overwhelming success.
A real parade of stars participates in the commercial of Alexa, Amazon’s digital assistant that, in the film created by the Lucky Generals agency, loses her voice, leaving the lives of millions of users in disarray. The top management of the technological giant cannot think of anything better than replacing artificial intelligence with some big names of the cinema, television, and music worlds: from Cardi B to Gordon Ramsey, Anthony Hopkins, and Rebel Wilson, each one adds their own something to the "personality" of the application, an unmistakable - and exhilarating - tone that literally catchers users off-guard. However, of all the celebrities in the commercial, maybe the brightest is Jeff Bezos, founder and number one of Amazon, as well as one of the richest men on the planet.