Horror movie effect
This Canadian Red Cross commercial gets to the heart of its message in an impressive way. It does what good advertising does: it touches, it "drives you"! How? With good storytelling and a camera perspective that creates closeness and emotion.
There is that moment in novels and films when you realize that not everything is as calm, as good, as you had imagined up to that point. You see the threads coming together, you see what could happen, can happen, what will happen, the tension rises. You see the disaster coming - and yet somehow hope that it might turn out differently. You want to shout "Don't do this!" to the threatened protagonist.
In less than a minute and a half, this commercial, created by ICF Olson in Canada, manages to create just such a build-up of tension. A complete drama from "perfect world" to "catastrophe".
The successful dramaturgical structure, the child's first-person perspective and the fact that the whole situation seems very true to life contribute to the fact that the message not only hits home on an intellectual level, but also hits the mark emotionally. (nod)
