So far this year, we’ve seen some fantastic ads hit our screens all across the globe. Every event from Valentine’s to the Superbowl has brought with them some exciting, comedic and innovative uses of storytelling in the video format. Let’s take a look at some of the best adverts of the past year, and how utilising some of their techniques in your next promotional video could help you to better communicate with your audience.

Eat the ice cream – Halo Top

The creators of this dystopian nightmare of an advert seem to have been watching one too many episodes of Black Mirror. The eerie ice-cream advert features an old, confused woman in a clinical white room with a robot who wants her to ‘eat the ice cream’ in spite of the fact that everyone she’s ever known is ‘gone’. If it sounds terrifying, that’s because it sort of is, but the ad is also brilliant, hilarious and impossible to stop watching.

The take home: Incorporating popular genres and subversive messaging into your advert is a great way to make an impact on your audience.

The Danish Way 60 – Carlsberg

Carlsberg came back with yet another hilarious, creative and well-executed advert last year. In this ad, Danish Bond actor Mads Mikkelsen rides a bicycle through a variety of classic settings in Denmark, seamlessly passing through a variety of beautiful scenes across the country as he contemplates why so many people view Denmark as such a great place. The punchline? Carlsberg, of course.

The take home: Turning your product into the punchline of a positive joke is a great way to show your audience you don’t take yourself too seriously.

The truth is – The New York Times

This advert from The New York Times demonstrates that you don’t need to spend big bucks to make an engaging advert that really communicates with its audience. It’s all about the content. This advert uses a plain white background with black text combined with multiple, fast-paced soundbites to explore the idea of truth, cleverly symbolising the format of a newspaper. The result is an impactful and topical exploration of ideas, showing how they are always changing (and you, therefore, need to pick up a paper). Finishing up with the iconic New York Times font, this simple ad is surprisingly powerful.

The take home: Think of a simple way to visually portray the core of your company’s values, and use it in your next advert.

So, if you’re considering using video to help your business thrive, get in touch and see what we can do for you.

Jo Mar 7th, 2018

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.