The simplicity of the story in this advert is genius. It’s not just asking the consumer what DJ Avicii, the person, does after his shift behind the decks, it strikes on an emotional level.
Regardless if you’re driving on a picturesque Swedish lane or on the M6 to Stoke, you’ll be familiar with the serenity of the open road. Who doesn’t love a twilight-tinted sky? Or the quietness of the countryside? The rawness of the sea?
What makes this advert so refreshing is the concept, together with the careful use of shots and framing. Throughout it all, the product is used as a character. It’s our guy’s wingman. For example, one shot is an extreme wide: the product is tiny and out of focus in the background but still present.
With consideration to the two examples above, here in the video team, we believe that the three ‘cons’ of a great advert are concept, content and conscience. Just like ‘the law of the fire triangle’: fuel, heat and oxygen are all needed to create combustion. No one or two elements alone will make a flame until the third is added. In the same way combining all three of the ‘cons’ will spark the consumer’s emotion.