Shorter video ads have been on the rave recently because they are an effective solution for what seems to be a declining attention span among users, but brands have found a new way to make their campaigns stand out through longer animated video ads.
One such brand is Taco Bell, which recently garnered over one million views on YouTube for its 100-second “Glen and the Magic Taco” ad, an animated video that tells the original story of National Taco Day on October 4. According to Adweek, the video ad sought to honour Glen Bell, founder of the quick service restaurant chain in a manner that felt authentic – and to Tracee Larocca who is Taco Bell’s SVP of Advertising and Brand Engagement, animation offered some much needed flexibility.
“The uniqueness of using animation allows you more leeway in how you tell the story in a way that connects with people,” she said, adding that Taco Bell’s original idea of a one-hour, holiday-style, special would have taken too long to produce.
Hello, a popular toothpaste brand also run an animated ad to promote the natural ingredients used in its toothpaste. The ad managed to generate over 1.6 million views since its inception back in April.
“Animation] has the ability to make a bigger, bolder creative leap in terms of storytelling for any brand that wants to embrace it as a tool,” said Matt Murphy, Executive Creative Director at 72andSunny, the agency behind the Hello campaign.
“If we just put an actor in front of the camera to talk to you for 90 seconds about toothpaste, I don’t think it would have worked as well as having an animated tooth,” he added.
KFC also adopted the animated format for its Big Chicken, Small Movie ad .
“Animation let us anthropomorphise this sharp, metal and potentially terrifying iron statue into a slightly more appropriate friend, and gave them [the chicken and a boy] the freedom to travel around the state having adventures that would have looked almost ghoulish in live action,” said Jason Kreher, Creative Director at Wieden+Kennedy.