Just like any other horrific disease the cure lies in education, funding and spreading awareness. In this article, we are taking a look at Alzheimer’s Research UK’s TV advert for their new #ShareTheOrange campaign, an advert created by the advertising agency Aardman Animations. We’ll give this ad a score out of 10 for memorability, effectiveness, style, heart, and execution. Compare our evaluation to your own thoughts and see if you agree with our scores.
Memorability – 7 / 10
For an ad that beats the drum for one of the worlds leading causes of memory loss, we fear this concept may lack the firepower needed to make it stick to the minds of viewers young and old. With a stellar casting in Bryan Cranston, the add does bring some star credibility and this goes a long way in ensuring the lines and dialogue are delivered in a captivating way. Does it have enough “punch”? Everyone will hope it does, but a more piercing notion may have been the more effective route at getting the audience to remember to take action. Is there anything to take away from the clip worth talking about with others apart from the facts and figures? For such a cause, memorability is such an important factor and this concept doesn’t exactly come at you with all guns blazing.
Effectiveness 7 / 10
With a very subtle call to action and a simplistic setting throughout the clip, we don’t quite feel any sense of urgency to do something right away. The elegance of the ad is one of its greatest weapons. By leaving all fuss behind, the dialogue is allowed to puncture through and make a reasonable impact. It just doesn’t have us leaping from our seats to find out more.
Style – 7 / 10
The ad certainly seems to have been made on a sizable budget with Bryan leading the show and high-quality production value evident throughout. We would expect Bryan’s face and involvement alone to carry the advert a long way, but we just get the sense that more could have been done to bring greater gravity to the ad, taking it from an interesting idea, to one that oozes captivation and “has” to be shared right away!
Heart or Humor – 8 / 10
The soundtrack does a fine job of complimenting the visuals and raising a level of intimacy with the audience. With a piece that has been specifically produced to sync with the motions on screen, it’s clear a lot of careful planning has gone into telling the touching story of this destructive condition. It’s not alarming or too dramatic. It’s handled with dignity and grace, which is a different approach to such subjects than we’ve often seen in the past. Many viewers will perceive this calm approach to be quite fresh and favorable.
Execution – 8 / 10
With a great casting in Bryan Cranston, impressive visuals and a clever script, this ad does ooze quality which helps it posses a strong impression of importance. What is lacks, is a line or moment that takes our breath away. It might seem like a sad fact that to stand out and make a meaningful impact you have to try and do something outrageous, but that’s the environment we live in today.
It’s inspiring to see celebrities like Bryan Cranston using their platform to raise awareness for Alzheimer’s research. By sharing the orange, we can all make a difference in finding a cure for this devastating disease.