Oxfam: The heist no one is talking about

The fight against poverty is always going to need a dramatic and extreme visual to nudge people into taking action. Here, we look at the new ad from Oxfam, “The heist no one is talking about”. We’ll review this awareness commercial and give it scores out of 10 for memorability, effectiveness, style, heart, and execution. Have a look through our notes to see what we think and if you agree with our scores.

Memorability – 8 / 10

The drama in the clip is gripping and inviting. The entire concept appears almost completely unrelated to what most would expect from an Oxfam advert, but it starts to make sense as the commercial unfolds. We are drawn into a sense that something awful is about to happen and then the punch line delivers the concepts powerful message. Oxfam commercials are known to be hard-hitting and have pushed the limits of what’s acceptable in the past. This ad is no different with its portrayal of strong desperate scenes. Instead of showing us real scenarios, however, this concept is based on a metaphor. This approach certainly seems more fashionable and striking than an ad showing real victims, but time will tell if this style will prove as effective at getting people to take action.

Effectiveness – 8 / 10

Does it make us want to donate like previous Oxfam ads did? No, but the angle here is awareness. The aim is to get as many people to look up the subject through Oxfam’s media as possible. The final scenes very clearly provide the context for the piece and a lot of work has gone into ensuring the most shocking scene is featured at the end of the clip just before the text lines come in. The message is powerful and is delivered almost exactly like a call to action. This time, instead of nagging you to do something like concepts from Oxfam’s past, they simply present the subject and state their concern with buckets of drama. This means of delivery feels just as powerful if not more so.

Style – 8 / 10

The production quality and cinematic scenes are very high quality and choreographed well. The initial scenes are captivating and invite viewers into the clip to see what happens. The clip seems to get darker and more desperate as it continues replicating the urgency of the situation. A dramatic soundtrack adds to the drama and clear text delivery at the end ensures the message is communicated with sheer clarity.

Heart or Humor – 9 / 10

This concept certainly plays on the fact that medical care is a rising issue for so many of us. Instead of a developing nation hospital, Oxfam has used a western looking hospital setting to help western consumers relate more directly to the travesty of what’s occurring.

Execution – 9 / 10

It’s very hard to think of the way that Oxfam could have presented the issue in a more dramatic fashion. Gripping scenes, excellent production value, and a clever script combine to create an ad that will certainly have an impact on the perceptions of many adults. Will it achieve change overnight? Probably not, but it’s certainly a large step in the right direction!