Have you ever loved a character in a commercial animation that you cannot forget it after many years? Have you ever got frozen in front of the TV or before a movie premiere or even when you are surfing the net and suddenly a commercial pops up?
If your answer is yes, I have to tell you that you’re not alone in this situation. Because If you randomly ask people to talk about the memorable advertisement, without any doubt they would start talking about a commercial animation. They can even tell you the brand’s slogan or the scenario that the commercial follows.
What is the commercial animation?
Commercial animation is defined as a type of animation service, provided by animation studios, that is used in the advertisement industry. Many business owners consider advertising using animated videos and characters because they are more memorable and influential for people. Thus, they can boost their sales and awareness.
Apparently, there are some defined missions for commercials that lead to an increase in sales. Sometimes the business owner embarks a feeling in the audience through the commercial program that not only pursues them to buy but also makes them follow the company and be one of their persistent customers.
Why does commercial animation work?
Animated commercials include both sound and sight senses. We can take advantages from sight sense by using bright and sharp colors in a suitable place, using shapes both normal and abstract ones to grab the audience’s attention. The same approach can be added to the auditory senses, good music, mimed and funny voices. This has privileged the advertising industry because they can influence people more than the infomercials and live videos. These kinds of commercials have always been popular from past till now. Sometimes the difficulty of working long hours and shifts and waking up so early cannot be displayed with just a simple real video.
Animated advertising is worthwhile because it is temporary in nature. It stops on the screen for a couple of minutes and disappears. Due to this limitation, it has to be bundled with enough information about a product or service and a bit of entertainment to linger in the mind of the audience. It is important for a commercial animation to be unique and attractive because of the close competition among companies and their adverts. Because of this competition, commercials cost a lot for the business owner.
The use of animation in business and specifically in the advertising industry have always benefited the business world. You can always count on the animated character; for it can start a connection with the audience no matter how old they are and what their interests and dislikes are.
Commercial animation through pre-digital age
Advertisements have changed people’s lifestyle since their emergent. They direct what people buy or where to shop or even invest.
1941; First TV advertisement
The first ever known advertisement was aired on USA television on July 1, 1941. It was for Bulova Watch Co.
However, the first animated commercial is known as “Matches an Appeal” was aired in 1899. Stop-motion technique was exerted, and it calls to donate money for the purchase of matches for the British army fighting in the Boer War.
Television started a revolution in the business industry. Owning a television by every family have enabled them to watch advertisement at home when they are comfortable and relaxed. Hence, the business has grown bigger by the expansion in people’s request.
1976; Trendy stop-motion
Stop motion kept its popularity in advertisement till the 1970s. In 1976 John Clive and Ian Whapshot used this technique to mock a famous movie. They mocked the Godzilla movie to advertise Chewits which is the brand name of a cuboid-shaped, soft chewy sweet manufactured by Cloetta. The name of the Godzilla was Monster Muncher!
1981,1991; How about a little adaptation?
Years later in 1981, the “Rolo”, roll-styled candy owned by Nestle, advertised using commercial animation. In this commercial, we can see a hand draws a character and manipulates it. They adapted this technique from the 1953 show “Duck Amuck”.
Bill Plympton created Nik Naks advertisement in 1991. It became popular because it was inspired by his previous work “Push comes to shove”.
Pre-digital age value
Pre-digital age of commercial animation is an important era for the animation studios and business owners. What happened at that time is basically a sparkle that became a strong fire a few decades later. It was in that time they understood there’s always a better way to start a connection with people. The end product of that era is Creativity. Creativity met its abundance so as marketing and advertising.
To sum it up
As technology developed, new styles of animation were used in the advertisement industry. It gains power day by day so as the advertisement industry grows. Animation, advertisement, and commercial videos have always been together in the business world.
Today we can see commercial animation more than any time since the limitation of live videos shooting is undeniable. People tend to enjoy commercial animation more than real life videos; because they are fun, informative and short! Furthuremore, they illustrate a commercial point using an attractive approach; mostly a colorful environment, characters with specific personalities, attention-grabbing scenario, and memorable sound or music.
Think about your personal experience with animated commercials. Is there any character or advert you have always loved? What was that?
Born a storyteller, now I am the content manager at Dream Farm Studios.
I enjoy socializing with people and write their story. I use storytelling as my superpower.
I am interested in learning more and more about content marketing. I am deeply passionate about linguistics, too.