“The tension in the room was unbelievable”
Virgin Holidays recently produced a live advert for TV something to be shown once to a captive audience that had to flow perfectly and required months of planning. The advert did feature some errors and mistakes but I feel this actually helped reinforce the point that the video at each location is live, this isn't something that's been filmed in advance and edited nicely together in a cosy studio, it's raw, it's new and it doesn't always go as planned.
I pulled this quote from Creative Review who themselves wrote an article on the ad. “The tension in the room was unbelievable,” says Ratigan of the broadcast moment, which took place at ITN Productions’ Master Control room in London. “There was a fair amount of noise from the gallery director and technicians, but the client, agency and production company people, including myself, were silent. There was nothing we could do except wait and watch.” I think what Ratigan says perfectly sums up the advert from a inside point of view, the audience aren't aware of what is about to be shown and traditionally the client, agency and production cast would know the exact film whereas with live all you can hope is that timings are perfected, scripted dialogue is narrated correctly.
I personally do not feel the effect of the ad, it does not encourage me to want to spend money on a holiday with Virgin Holidays any more than it does any other holiday booking company / travel agency. This is partly down to the underwhelming effect of the live video, I don't know what I was expecting but this seems too simple, too plain for Virgin, I appreciate the effort that has gone into the technology of making the ad 'live' but I feel this will be lost on the general public and will not be able to connect with the advert in the same way they connect to other Virgin brands, specifically Virgin Atlantic who offer sophisticated advertising with Virgin humour.
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