Top Advert.
The Independent newspaper hasn't done a TV commercial for a
long time, but this has to be one of my Favourites.
It's simple, effective and memorable. The ad was produced by Lowe Worldwide and was
released in 2000.
The use of revise psychology almost provokes the viewer to
rebel themselves, after seeing all these individuals in the ad doing so.
The continuous rules listed in this ad can relate to most of
the adult population in the UK. It is almost a 'slap in the face' to the
viewer, highlighting how much their life has been surrounded by rules and
regulations; how you must do what society tells you..... yet 'The Independent'
doesn't conform to these rules, and neither do these people they are showing in
this ad.
It's almost daring you to rebel. Rebel against all the rules
listed in this ad, with the ending statement, 'don't buy, don't read', with the
imagery of The Independent newspaper. Genius.
Even though it can appeal to large audiences, there are a
few particular segments it targets. Firstly, the upper-class professional young
adult. A person who has been raised with constant directions, who has always
desired a rebellious lifestyle, yet has permanently obeyed. This newspaper is
showing a way out, an alternative to the cultural demands.
Secondly, it targets the reader that doesn't buy a newspaper
to gossip, or to become part of a community, like so many other newspapers
advertise. But this newspaper is for the individual, its not a newspaper you
read to keep up to date with what your colleagues are discussing at work. It is
for the men and women, to enjoy as their own personal pleasure, their own
personal rebellion.
Overall, I feel that this ad is a good piece of creative.
However, is the target audience best suited for the paper? Yes, it has a niche
market but people love to chat, surely singling the individuals are limiting
your market scale. Even though I love the ad, and it was proven to be success
in 2000, would that method work today, with increasing demands on social
networks? Newspapers are rumoured to be
dying out as digital takes over. How long will the Independent survive, with a
non-social market in a socially demanding society!
