Last week this commercial for the Austrian Lotteries went on air. I actually like it. It has a good idea, the main protagonist is perfectly cast and it is amazingly subtle and still funny – for Austrian standards.
Last year’s „Dog“ was also a good idea in my eyes. Got Lowe GGK showered in awards, but internationally only shortlisted (i.e. Cannes).
Yet, despite being brilliant ideas and quite successful, I believe these ads could look a lot better if the agency would be clearer about what they are talking about.
These commercial have a looong history: Along with the tagline „Alles ist möglich“ / „Everything is possible“ they have been showing the depressing status quo of a person contrasted with the glorious golden future of that person being a lottery winner.
These two commercials have completely left that look-at-that-terrible-job-you-are-in-now-and-the-lottery-will-get-you-out-of-there strategy and tell a much clearer message:
Play the lottery because it will you make so filthy rich that [insert commercial idea here]
I have my doubts that there has been a true strategical decision towards this message. Rather good ideas that were pressed into the old corset. The execution is still stuck in that old tradition of how these spots must be made.
So in „Opera“ they spend 15 seconds telling nothing of relevance, because that was the way we have always done it. It makes no sense, does neither help story nor punchline, and it costs extra money each time the ad is aired. And it will go no further than the Cannes shortlist.
Just my two cents.