There are commercials that are ruined at the end, as possibly happened with this example of Unimed, which breaks the smile of its stories in sequence when it reminds us that it was just another commercial. Possibly the announcer was left over, as I suppose it will compete in the festivals where it is entered.
However, like this example, there are many powerful messages that are ruined at the end when we put the logo and insist on calling to action, mentioning the brand or provoking the sale. Possibly in this case, the intimate emotions provoked by each vignette had careful attention by the agency, our admired friends at f/Nazca Saatchi Saatchi in Sao Paulo, and in the closing, the position established by the client who must sell. And of course, the dilemma will always be to find the happy spot that both connects and brings the client closer to an action.
As consumers, we are much more selective today and clearly have all the information at a few keystrokes away. In a message that builds, connects and bonds, it is better to rely on the subtle and avoid the disenchantment of commercial interest. After all, there is no one who does not know that a commercial is a message paid for by the advertiser with the logo at the end.
And you… what do you say?
