Digitally animated TV commercials – setting trends for 2012?

Digitally animated TV commercials – setting trends for 2012?

With the advent of TiVo in America in1997, rolled-out internationally, user-generated content coupled with the Internet and PVR decoders has made viewers much more independent in choosing what they wish to watch. The general public is no longer lulled by conventional advertising, and, if they can skip a commercial, they will – unless, of course, the ad is highly engaging. People don’t want to be talked down to, but they do want information presented to them in a clear and succinct way. Above all though, they still want to be entertained.

Television advertising in many ways started with animated commercials, which exploded in the fifties and insinuated itself into the industry well into the early nineties. You couldn’t see a breakfast cereal or sugary drink advert as a child without remembering the bunny or captain or monkey accompanying the jingle. Since the introduction of cheaper home-video equipment in the early nineties, smaller businesses have been able to make adverts at a reasonable rate, and more and more companies started opting for live action. It appears as if the industry has come full circle now, however, with the return to animated adverts, albeit this time with computer generated and digital animation.

Digital Character Animated Television Commercials (DCA TVCs) are an emerging trend in the television and advertising world, but even within this market further sub trends are developing. The benefits are plain to see. Lower costs, less staff, and a near endless well of possibilities. Flying cars, talking dogs and transforming buildings are now as easy [as a few thousand clicks of a button. One of the biggest, and certainly the most memorable trends to emerge, is that of anthropomorphic or personified characters, animals or objects that have had life breathed into them. Seldom will you find an effective mascot or brand image that does not have this quality. Granted, many are also ineffective, but this is where superior creativity and execution comes into play.

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