Could you guess the most creative pitching or advertising ever? You might ask about the criteria for the most popular, yes? In this case, we will use the most awarded ads, according to the Gunn Report.
The Bear Commercial
Grab and hold the attention
Make messages simple
Influence and persuasion
Design of visuals
In the advertising business, everyone is familiar with a commercial for the French TV company Canal+, titled “The Bear.” Created by ad agency BETC Paris, this commercial is now, officially, the best TV ad of all time, according to The Gunn Report, which tracks advertising awards.
Adweek notes that the ad has received more industry awards than any other single piece of work in the Gunn Report’s history.
Check out our thoughts on creative marketing.
Released in 2011, it has been viewed 1 million times on YouTube but, obviously, has never aired in any of the larger TV markets in the English-speaking West because it’s for a French brand.
Related post: Insurance Advertising War … 8 Examples to Learn From
For Canal+, its communications are driven by a desire to remind audiences of its commitment to quality cinema. As part of this strategy the channel’s ad agency, BETC Paris, produced an offbeat, witty TV commercial – ‘The Bear’ – in which a bearskin rug explains what it takes to become a great Hollywood director.
Have you seen this advertisement? If you have not seen this 30-second ad, you can check it out here.
https://www.youtube.com/watch?v=3393O1uD_w8
In marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering. This advertisement certainly achieves this goal, don’t you think?
Let’s examine this commercial and what contributes to the secrets of its success. And its ability to influence or persuade.
Creative advertising is relevant to the target market
Keep in mind that one message does not fit all. It starts with knowing your target market. Here the target market is families who like to watch cinema. This commercial is certainly relevant to this market, isn’t it?
Creative advertising ideas … grab and hold the attention
Hold attention to interesting information. Keep in mind that people don’t watch ads … they watch what interests them. Your ad messages must be interesting to your target communities.
This message certainly grabs and holds attention based on the simple emotion of effective humor.
Define the value proposition
A unique selling proposition that truly discriminates you from your competition. Give your customers reasons to select you. Maybe not the most significant visible feature, it does illustrate Canal+’s claim as a company that puts a high priority on great cinema, which is their clear, yet very simple message:
‘The more you watch Canal+ the more you love cinema’
See our article on building the best Unique Selling Positions.
Tell a fun story
This is definitely a humorous story that draws in potential customers. It stars a bearskin rug who, having seen a lot of movies on TV from his spot on the living room floor, becomes a movie director himself in the egotistic style of Stanley Kubrick.
Through a combination of live-action and CG ‘The Bear’, shows the rug at work as a film director behind the scenes of his latest film, complete with mood swings and tantrums. The narrative wittily and succinctly brings to life Canal+’s claim that: ‘The more you watch Canal+ the more you love cinema’.