When a client and agency are brave enough to break with the norm, they should be congratulated. But this isn't about being different for the sake of it. If your work zigs, while everyone else zags, it'll immediately stand out. For a charity, that's vital.
So top marks to the RSPCA for its 'I'm an animal, help me out' DRTV campaign. The 90-second spot follows the popular TV-show format that asks people to vote for their favourite 'performers'.
The twist is that we are being asked to text or phone to support a mistreated animal. Voiced by a genuinely outraged-sounding Simon Cowell and appropriately 'fluffy' Fearne Cotton, the ad delivers some pretty shocking content in an engaging way. In addition, the surprise factor means you have taken it all in before your brain sends a 'charity ad alert' message to the hand holding the TV remote - no mean feat.
The 'lucky winners' ending is a great way to demonstrate how your donation can make a difference (a real motivator) and a single viewing was enough for me to remember that despite receiving no government funding, the RSPCA still helps more than 1000 animals a month. This is an ad and a cause that sure gets my vote.
DRTV: Bright Communications.
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