Never Idle|短视频|广告营销案例【ADGuider广告指南】

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从不无所事事

案例简介：哲学和机油混合吗？瓦尔沃林做了最大的努力，在广告中发现将坚韧不拔的纪录片风格的汽车、卡车和摩托车镜头与英国哲学家艾伦 · 瓦茨和美国作家的录音融合在一起, 励志演说家和媒体人物莱斯 · 布朗。瓦特对时间和空间本质的形而上学思考激发了第一个点 “奔跑”，他在其中断言，“有节奏，有运动。你抓不到它。你无法描述它。但是你可以想象。因此，时钟就像一把尺子，就像一把尺子一样抽象。时间显然是测量运动的一种方式。" 你可能还记得，瓦茨去年在商业广告中表达了对生物技术创新组织的呼吁，该组织是一个游说团体。他沉重的话语似乎与处理生死问题的信息更同步，而不是润滑内燃机的 Valvoline。尽管如此，他的画外音为喜怒无常的电影摄影提供了一个诗意的对位。这引起了我们的兴趣，尽管似乎还是有点不合适。布朗在下一则广告 “Jet” 中表现得更好，当他问 “你害怕什么？你害怕什么？…你可以有恐惧。但不要投降。不要让你的恐惧影响你。

从不无所事事

案例简介：Do philosophy and motor oil mix?Valvoline does its darnedest to find out in ads that fuse gritty, documentary-style car, truck and motorcycle footage with voice recordings of British philosopher Alan Watts and American author, motivational speaker and media personality Les Brown. Watts’ metaphysical musings on the nature of time and space fuel the first spot, “Run,” in which he asserts, “There is rhythm and there is motion. You can’t catch hold of it. You can’t describe it. But you can imagine. And so, the clock is just like a ruler, and is as abstract as a ruler. And time then obviously is a way of measuring motion.” Watts, you may recall, did time in commercials last year, voicing an appeal for the Biotechnology Innovation Organization, a lobbying group. His weighty words seemed more in sync with that message, which dealt with issues of life and death, than they do for Valvoline, which lubricates internal combustion engines.Still, his voiceover provides a poetic counterpoint to the moody cinematography. It piques our interest, though still seems a bit out of place.Brown fares better in the next ad, “Jet,” his rousing spirit and rising inflection more attuned to the racetrack/gearhead ethos as he asks, “What are you afraid of? What are you scared of? … You can have fears. but don’t surrender. Don’t let your fears have you.