Evaluating Creativity in Advertising

https://www.adsoftheworld.com/media/content/on_world_refugee_day_run

This is the most touched ad i have ever watched.

Ad description: the Swiss sportswear company (ON) – has launched and co-produced an epic documentary feature to commemorate the millions of forcibly displaced people worldwide.

‘RUN’ is a story of unwavering human spirit, empowerment and fearless bravery by a group of athlete refugees from the Congo, Ethiopia, Somalia and South Sudan. These athletes have been running from tribal gangs and civil war since they were children. Over the years, they have suffered trauma on an unimaginable scale and trained barefoot on dust-filled roads or in their own backyards as residents of the UN refugee camps.


Originality score: 5/5

 Reinartz and Saffert (2013) stated that originality is seen in an ad when it shows a surprising or unique element that isn’t commonly used. In this ad, it is surprisingly based on true story and the most remarkable part is an epic documentary feature to commemorate the millions of forcibly displaced people worldwide.

Artistic score: 5/5

Aesthetically appealing verbal, visual, or sound elements (Reinartz and Saffert 2013, para. 16). The hard work of all the refugees (Especially how the refugees achieved their dream to become an athlete.), plus the sound effects of the video, it makes viewer feel touched even more. Last but not least, a very clear words to deliver its message.

flexibility: 5/5

This ad not only tries to let the views understand how is Kenya’s refugees life. But it is also make us to have an intention to help those who are in need.

Elaboration: 5/5

It is really unexpected how most of the refugees in Kenya hard to achieve their dream. Over the years, they have suffered trauma on an unimaginable scale and trained barefoot on dust-filled roads.

Synthesis: 0/5

The ad doesn’t show any unrelated story or scene to make the ad more interesting. I felt touched at the beginning until the end of the video.

Reference list

Reinartz, W & Saffert, P 2013, ‘How to Assess an Ad’s Creativity’, Harvard Business Review, 21 May, retrieved 3 july 2020, <https://hbr.org/2013/05/how-to-assess-an-ads-creativity>.

Published by adriennecallie

Hi my name is Adrienne Callie. I'm Deakin College student in Burwood, Melbourne. Currently studying Diploma of Design. Welcome to my blog. E-mail: calad1903@deakincollege.edu.au

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