Ads, unlike any other sort of audiovisual technique, must always hit the target. Unlike other mediums, that can’t manage to play with time and space, ads have a short span of life.
In those precious seconds, they must elicit a response. Movies, books, operas and plays have the luxury of the clock to get their point across; to galvanize an emotional upsurge from its audience. Ads don’t.
The greatest ads in history, those that will forever be remembered, are akin to a sniper’s shell. They aim for the heart and never miss.
Be it laughter, be it sorrow, be it terror, or melancholy, they cannot spare the time for finesse, let alone elegance. Ads are sledgehammers, bullets and hatchets. They are dirty, but highly efficient if placed right.
In the video on the Next Page, you’ll discover one such ad. A marketing ploy by a Thailand conglomerate, Krungthai Bank, that proves without a doubt what a gaggle of professional mad-men can accomplish.