I didn't have 5 minutes to watch this video but I couldn't tear myself away. There's something to be said about a gritty, honest, feel good advertisement that has disturbingly good intentions and forces you to really contemplate an issue.
Post Secret
I think I first saw this technique in a more rudimentary form while watching "Adaptation"; it was a quick scene when a car reverses out of the driveway and you witness a startlingly disturbing and violent impact. The technique was later reused in a recent Volkswagon campaign.
Most recently we saw "Wind" which was elusively entertaining, intriguing and a bit unsettling to watch:
and now Post Secret. It's becoming more of an imperative that advertisements are entertaining, but there's a shift towards a theme that elicits an emotional response. It's a gritty, honest approach that doesn't seem contrived. This technique has incredible potential because it has the ability to get your message passed around; but it also enables the viewer to watch the message to the end and has a better chance of resonating with the audience.
In a DVR, OnDemand & internet world there has to be a reason to stay tuned into the increasingly obsolete 30 second spot, why not build off a trend that is gaining some momentum?
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