In early 2018, major British biscuit company McVitie’s launched a £9.7m masterbrand campaign entitled ‘Sweeter Together’ in a bid to cement their position as the UK’s number 1 sweet biscuit brand.
In their first 60-second advert, they used 3D animation to depict an increasingly melancholy crane operator trying to connect with his co-workers on the ground below. But, despite his persistent efforts, he is overlooked until finally he receives a cup of tea and some McVitie’s biscuits on the iron beam that he is moving.
The ad connects strongly with the audience because it effectively shows how the smallest gestures can positively impact a person’s day. It depicts McVitie’s as a brand that can enable everyday moments of human connection and bring people closer together, encapsulated by the tagline ‘Sometimes the little things are actually the really big things’ at the end.
Loneliness is an increasingly hot topic in the digital age. It can often feel like the more complicated our lives become, and the more digital connections we make, the more isolated we can feel. This animated advert successfully taps into these societal issues by offering something as trivial as biscuits as a simple solution to bridge our gaps.
Key Learning Points
When it comes to your own advert, consider what positive impact your product or service has, or could have, on current issues. The more it relates to people’s lives the more it will stick with them. And if it can resonate emotionally, all the better.