Animating inanimate objects for TV commercials can be a dicey thing to do. In the first place, advertisers need to know their target audience: the people who are watching television where the commercials are placed. This can be a spot shown within the time slot of a specific program or telecast, or a spot shown on a network within a given time period on a given day of the week.
The time slot and target audience can determine what kind of commercial an advertiser wants to do, and animation may or may not work for them. But animation has become a way to augment ads in general and gain a wider audience’s attention span. In this age of personifying anything from medicine bottles in television ads to roboting trash in feature films, the future of animation seems to be still on the upswing, thanks to 3D.
Above are two examples of animation with distinct differences. Cartoons they are not. The Ensure commercial is humorous to a small degree, but its intention is to be instructive. The Waste Management commercial is part of a small series, and its intention is to be merely flippant.
The different approaches these two ads take are typical of their kind. The Ensure ad is instructive because the product advertised is a health food supplement, taken mostly by adults who need a nutritional addition to their supposedly already nutritious diet. Its ad placement is usually during the hours of 8:00 AM through 5:00 PM, running on network television. I’m guessing the target audience is aged 34 to 75.
The Ensure ads actually personify the fruits and vegetables along with the Ensure bottle, but like I say—even though the ad is cartoon-like—it isn’t a cartoon. The message Abbott Labs is making is easy to follow because of the way Ensure is portrayed. I’ll give the Ensure ads a B+.
The Waste Management ads were positioned as part of the Waste Management Phoenix Open Golf Tournament telecast on The Golf Channel and NBC. So it was embedded as a proprietary advertiser. But its target audience is harder to define here: Waste Management was sponsoring the golf event, and being flippant with the format was a way of saying they are cool as a company. But I found the ads could’ve been so much better: they could’ve shown just how diverse and environmentally sound the company is. The dialog between the two dumpsters didn’t at all reflect that.
The Waste Management ads were also harder to follow along with because the animation was harder to see: the lids of the dumpsters barely move to express speaking, and the insets on the lid handles sliding from side to side are supposed to be the eyes of the characters—overall almost too subtle to be picked up while the dumpsters yap at each other. All considered, I’ll give the Waste Management ads a D.
And Waste Management’s target audience here? Anyone who was watching the golf tournament. A sporting event’s TV audience has an attention span equal to that of a ten-year-old. So being flippant was probably deemed OK by the client.