I was in the pub with a friend yesterday and the Grand Prix happened to be on, and whilst watching the ads (with the sound muted) in between Hamilton getting a flat and Massa's engine blowing up, something dawned on me. Some ads just DO NOT work without audio commentary.
The ad break was so short my re-call was fairly minimal but it got me thinking. Car ads work without a v/o although they often need a commentator to highlight the points of difference that may be on offer however some ads (interestingly the more conceptual ones) don't need anything audio for the message to be understood.
Examples of ads that work:
And those that don't:
I think when ads are tested they should be played without any audio to see if audiences still get it. Something tells me some of the time they wont...
P.S. If you have a bit of a fetish for TV Ads visit this site.
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