According to Childline, a UK-based mental-health hub for children, nobody is normal. Unfortunately, however, plenty of mediocre ad campaigns are just plain normal. They offer nothing creative, don't seem to care about their audience, or are obviously only concerned in selling a product.
Nobody is normal, but Childline's new commercial is anything but.The commercial depicts young children going through their days, but you occasionally spot monster-like appendages peaking through their clothes. These little teases of the extraordinary establish a sense of curiosity. Such a feeling is only satisfied at the end of the commercial when everyone's fantastical inner-selves are on full display and the final screen reads, "No matter how you feel inside, you are not alone."
Childline's ad uses unique and beautiful stop-motion that instantly pulls viewers in. The animation has great color and texture, evoking a sense of whimsy that seems fitting for the organization. The yarn, as well as the character's goofy appearance helps Childline communicate a heavier issue — mental wellness — with a lighter aesthetic and tone.
Animation is not terribly common in advertisements. Or, to be more specific, commercials that are completely animated are rare. In fact, only two types of animated advertisements come to mind. First, are children's products, such as toys or cereals. This choice obviously makes sense, as animation provides more stimulus and is easier to engage with for younger viewers. Another common animation commercial sub-genre would be medical ads. (The Mucinex booger character comes to mind instantly.) Animation, in this case is used to illustrate something that would otherwise be hard to depict. So, being an organization for children's mental-wellness, a cross section of the two sub-genres, it makes perfect sense for Childline to use animation in their commercials.
Another gripping piece of the Childline commercial is the use of the Radiohead hit, "Creep". Obviously, the song is used ironically, with the context of the commercial. But the song's catchiness and build-up fits the commercial perfectly as well.
If you or your loved ones would like to check out the wonderful materials and resources offered by Childline, please visit their website.
