People glaze over when most TV ads come on. They tune out marketing hype. If you've got something to say, say it in the most direct, genuine way you can. That's how you'll capture attention.
(PRWEB) September 4, 2008
It's not every day that a Vancouver advertising agency is celebrated at an international film festival for best commercial, but that's exactly what happened to Elevator Strategy last week in Geneva, Switzerland. The agency's moving TV campaign for the Canadian Cancer Society won an 'honourable mention' at a festival called Reel Lives: The Cancer Chronicles, dedicated to the lives of people touched by cancer. Elevator was the only Canadian agency nominated for an award.
Reel Lives is organized by the International Union Against Cancer. Award recipients were selected by a panel of doctors, researchers, and cancer patients.
Advertising that is Authentic
`This is the new advertising, circa 2008," says Bob Stamnes, president of Elevator Strategy. "To connect with your audience - to really connect - your communication must be authentic. It must ring absolutely true. People don't respond to contrived messages anymore."
For the Canadian Cancer Society Elevator created 30-second spots http://www.youtube.com/watch?v=HJ3yO3d_QL0 that portray the experience of receiving a cancer diagnosis. The spots are simple and hard-hitting. There's no dramatic dialogue or overwrought messages. The spots speak honestly to those who have experienced a cancer diagnosis and now need a source for reliable information and ongoing help. Each spot contains about 35 words.
Not Responding Like They Used to
Stamnes says that companies need to break away from their typical styles of advertising to make inroads with today's audiences. "People glaze over when most TV ads come on. They tune out marketing hype. If you've got something to say, say it in the most direct, genuine way you can. That's how you'll capture attention."
This is the second consumers' choice honour Elevator has received for its Canadian Cancer Society campaign. Earlier this year the agency won a 'gold award' at an annual conference hosted by the Television Bureau of Canada.
"We get the biggest charge from consumers' choice honours. For us, it's the highest compliment. And in this case, for this cause, that's especially true," says Stamnes.
Elevator is one of Vancouver's largest independent agencies. It provides a full range of advertising and communications services. Elevator's clients include Toyota Dealers of BC, Coast Hotels & Resorts and BC Ferries. For more information visit http://www.elevatorstrategy.com.