The most effective ads...the one's that confront

Some ads leave a lasting impression on people and re-frame the way they think and behave. They do so because they confront their audiences - usually with the truth about their perceptions - before proceeding to deal and convince them of their irrationality (if required) - in a direct and head on manner.

Two great pieces of communication that do this in my mind are 'the Great Schlep' with Sarah Silverman for Barack Obama by Droga 5 and an ad titled 'prejudice' that was done in 1994 for Hyundai in the UK.

The Great Schlep - Barack Obama campaign - Droga 5


Droga 5 did this viral video for the Barack Obama camp. It was aimed at the Jewish community and its goal was to overcome prejudice towards Obama given his African/American background and get older people down to polling booths to vote.

The video confronted the perceptions the community had towards Mr Obama in a direct yet humorous, funny and eminently watchable way as you'll see when you hit the play button. The ad also used fact to highlight the importance of voting in certain states. It reminded people for example how Al Gore lost the election to Bush and the state responsible - Florida! All in all a great piece of communication - one of the most powerful I have seen.


Hyundai - "Prejudice"

Another super super ad that confronted people and made them think about what was really driving their decisions to buy a car was Hyundai "Prejudice" - written in 1994 for the brand in the UK.

The ad questions consumers on why they really wouldn't buy a Hyundai. It confronts them with the dark truth that it might be due to something none of us in a civilised world ever want to be tainted with - prejudice.

The ad is on the line but doesn't cross it. It is questioning but not accusatory. Beautifully scripted, it opens a doorway to viewers at the end - highlighting how though prejudice may exist - knowledge invariably overcomes it.

Hyundai Prejudice - another case of the Brits once again showing the industry the way. I saw that ad in the nineties and it left a lasting impression on me that I felt compelled to share.