This is currently one of my favourite campaigns running at the moment. Yes, the majority of charity adverts follow an almost regimented structure with a clear call to action at the end mixed in with some heart-ache and lip-quake for good measure. But this advert, I believe, is brilliant.
Admittedly, it does contain a lot of the expected codes and conventions of a traditional charity ad specifically, one designed to raise money for and awareness of cancer, but this particular advert is constructed to be much more relatable and thusly affecting for the audience.
Take a look at the advert entitled ‘Couples’ by AMV BBDO below:
The advert is obviously tugging at the heartstrings so people tug at their purse-strings as the overwhelming majority of charity ads do. However, ‘Couples’ allows does this by brilliantly staggering the negative and positive emotion. For example, we are initially saddened by those in the ad revealing how they felt when they were told their wife, granddad, daughter, mother, father or other partner was diagnosed with cancer. Relief arrives in the form of their sharply edited anecdotes about how their loved one got better. However, the advert ends with an elderly man alone on a sofa to illustrate that, whilst work is being done to fight cancer, it is still not enough. This where the call to action for the audience comes in asking them to pledge just £2 a month to help people like those they’ve seen in the advert who they can undoubtedly relate to in some form.
The advert was released on 18th July 2011 and is being supported by “tactical radio, targeted digital activity and in-store posters,” according to Brand Republic .