A few weeks ago, I attended an event called the Leo Burnett + Cannes Lions Predictions 2009. It was something like a grammy award for advertisements around the world. (pardon the blur picture, it was taken with a lousy cam) The event was quite interesting. I got to see 51 top advertisements from around the world, all in which are interesting in their own way.
Some communicated humour. Some emphasized on contrasting differences to capture the attention of the audience. But the one that captured me most a Singaporean ad from MCYS. To me, this one communicated the biggest and strongest message.
The woman in this ad made me laugh, made me think, and almost made me cry at the end. In my opinion, if a 3 minute ad can invoke these 3 feelings in 1 go, it must be 1 heck of an advertisement. Obviously, the communication element here plays a vital role. The woman in the ad used a combination of spoken words, facial expressions and funny noises to communicate humour in her husband's sleeping patterns. This is the non-verbal part of communication playing its role it invoking the 1st feeling.
Then, she played with different words to make meaning of the humour she brought earlier. The sentence 'these sounds indicated to me that my David was still alive' changed the 'mood' of the ad, making you think for 1 second. & in another, the music that comes in invokes your emotional feelings.
Its amazing how a simple sentence can turn a whole speech worth of words the other way around and bring about a different meaning, a different context. This, in my opinion, is communication at its best. This is what communication is all about.
Written by,
Goh Keng Yu @ Daniel
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