https://www.youtube.com/watch?v=cxl7P_ZoZTg
Axe Peace's "Make Love, Not War" commercial was a great success in terms of concept and emotional attraction".
After the release of the commercial, it gets very popular in the Youtube. The reason of its success is the way it tells the story in a one-minute long clip.
It starts with a montage of wartime scenes, like a bunch of tense warlords sitting together, a helicopter carrying a nervous solider, a tank crossing a destroyed city. The commercial has successfully built up an on-growing tense atmosphere to catch the attention of the audience.
The success point is the commercial turns a negative story to a positive one.
The audience prediction of what is going to happen is terrible and violent, but eventually it turns out to be something sweet and loving: The tank was meant to be drive by the girl's lover. The controlling box is a device to launch fireworks instead of weapons. The images shown in the commercial perfectly matches its topic: more love, no war.
One thing which is remarkable is that there is no narration along the whole commercial until the title: make love, not war is announced in the end. This tells the storytelling of the commercial functions really well, that it does not need a narrator to tell what is going. Perhaps this is due to the topic: war, is so remarkable to every single person. With little elements that represents war, people starts to think negatively, but when the truth is revealed at last, the audience realized how simple it is to turn war to love.
This is the magic of this commercial.
After the release of the commercial, it gets very popular in the Youtube. The reason of its success is the way it tells the story in a one-minute long clip.
It starts with a montage of wartime scenes, like a bunch of tense warlords sitting together, a helicopter carrying a nervous solider, a tank crossing a destroyed city. The commercial has successfully built up an on-growing tense atmosphere to catch the attention of the audience.
The success point is the commercial turns a negative story to a positive one.
The audience prediction of what is going to happen is terrible and violent, but eventually it turns out to be something sweet and loving: The tank was meant to be drive by the girl's lover. The controlling box is a device to launch fireworks instead of weapons. The images shown in the commercial perfectly matches its topic: more love, no war.
One thing which is remarkable is that there is no narration along the whole commercial until the title: make love, not war is announced in the end. This tells the storytelling of the commercial functions really well, that it does not need a narrator to tell what is going. Perhaps this is due to the topic: war, is so remarkable to every single person. With little elements that represents war, people starts to think negatively, but when the truth is revealed at last, the audience realized how simple it is to turn war to love.
This is the magic of this commercial.