Our three favourite animated ads of 2013
With animation becoming more and more high profile in film, TV and advertising, we thought it might be a good time to take a look at our three favourite animated commercials of 2013.
1. Cartier - Winter Tale (Stink Paris)
The high-end French jewellers chose their iconic panther (we think it's more like a leopard actually) to star in the very classy and very French commercial. The film follows the panther as it accompanies the Cartier delivery men – in immaculate livery and beautiful cars – as they distribute the sparkling gems by night around a snowy 1920s Paris.
The music is playful and elegant, following the panther as it bounds and frolics in the magical landscape. As you can tell, we are quite taken with this luscious commercial. (Mind you, selling the idea of a Cartier bracelet to some of our staff wouldn’t take a great leap of imagination…)
2. John Lewis – The Bear & The Hare (Adam & Eve/DDB)
In the UK, John Lewis has become one of the most high-profile brands when it comes to Christmas commercials. This year’s offering, The Bear & The Hare, has now amassed well over 10 million views on YouTube. It seems to have worked commercially as well: the company’s takings were a reported £101.45m in the week after the ad was launched, up 10% on the same period in 2012.
The commercial cost around £7m to produce, and certainly succeeds in the heartstring-tugging stakes. Lily Allen’s wistful version of Keane’s Somewhere Only We Know accompanies the animal camaraderie played out on screen. A warm glow all round with this one we think.
3. ESPN – NBA finals (Hotspur & Argyle production company – no agency)
Much further down in the cute ratings, but with an amazing impact, is the NBA finals commercial (June 2013) for ESPN. London-based Richard Swarbrick of production company Hotspur & Argyle was the man in charge of the spot, which highlights some of the greatest moments in NBA finals history.
The commercial is set to a soundtrack of Save Your Season by Mint Julep, which is in turn played out against the emotional, gravitas-laden commentary from the fixtures.
Swarbrick’s extraordinary style lends the sporting figures portrayed – icons such as LeBron James and Tim Duncan – a kind of poignancy, their grace and athleticism highlighted by the chalky, soft-edged lines.
One for the grown-ups, and really worth a watch.
With new techniques and technology being developed all time, we look forward to even more breakout commercials in the future.
What’s your favourite animated ad this year? Let us know your views via our Facebook page or by leaving your comments below.