Many recent TV ads are using actors and longer, cinematic styles, often featuring well-known stars and high production values to create more immersive experiences.
Examples include Prada’s ‘Paradigme’ campaign with Tom Holland, directed by Thomas Vinterberg, and Uber Eats’ recent ads featuring actor Javier Bardem. This trend involves crafting a brand narrative with a film-like s tructure, sometimes using a single, continuous shot or a short film format.
Examples of recent cinematic-style ads:
Gucci’s ‘Tiger’:The story of Barbara Gucci (Demi Moore), Head of Gucci International and Chairman of California, as she gathers her children and a special guest at the family home to celebrate her birthday.
Watch it here: https://youtu.be/Y7MgcDKBPpw?si=0695IbqolJL-MGxy
Prada’s ‘Paradigme’: This campaign features Tom Holland in a cinematic spot directed by Thomas Vinterberg, director of the Oscar-winning film Another Round.
John Lewis’ ‘Tableau’: Capturing the past, present and future versions of British life, where we’ve inspired, shaped and served.
Watch it here: https://youtu.be/WwhKpyiGjys?si=zTNyPHJ6rGWzKgYO
Uber Eats: Uber Eats has launched a new series of ads with a cinematic feel, such as a commercial starring Javier Bardem as a supervillain who needs a break.
Watch it here: https://youtu.be/qLQJV2GEj5c?si=mocR3Vg4aJ2DGfkW
Why are advertisers using this style?
One, to capture attention: A longer, cinematic approach can be more engaging than a traditional 30-second spot, holding viewer attention for longer.
To build a brand story: This style is effective for building a narrative and creating a deeper emotional connection with the audience.
To leverage star power: Featuring well-known actors can create buzz and lend credibility to the product or service being advertised.
To be memorable: The high production value and creative approach make these ads stand out and become memorable, sometimes even becoming cultural touchstones.
Let’s do a deep delve into what brands can gain from these short films:
Impactful storytelling
Short films allow brands to craft compelling narratives, develop characters, and explore themes that resonate with audiences on a personal and emotional level. This fosters a deeper connection and builds trust, which is difficult to achieve with a brief, product-focused commercial.
Changing consumption habits
The rise of streaming services and social media platforms (TikTok, Instagram Reels, YouTube Shorts) means viewers are less exposed to traditional TV commercials and have shorter attention spans for forced advertising. Short, engaging films align with the demand for quick, entertaining, and low-commitment content that users can watch on mobile devices at any time.
High shareability and virality
Content that is entertaining and emotionally engaging is more likely to be shared on social media, expanding a brand’s organic reach and generating buzz with a large audience.
Authenticity and trust
Branded short films often feel less like direct sales pitches and more like genuine content, especially when they focus on social issues, real-life stories, or brand values. This authenticity helps build credibility and loyalty among consumers who are increasingly skeptical of traditional advertising.
Cost-effectiveness and versatility
Compared to full-length feature films, short films can be produced more cost-effectively and the content can be easily repurposed into even shorter clips for various social media platforms, maximizing the return on investment.
Demonstrating brand values
These films offer a powerful way for brands to showcase what they stand for, rather than just what they sell, which helps attract consumers who share those values.
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