Saturday, April 16, 2005
HANDICAPPED-FRIENDLY
Company: Electricite de France (EDF)
Ad: "Handicapped Access"
Market: France
Product: Social Responsibility
Agency: Euro RSCG
Year: 2005
Link: http://www.edf.com/html/pubtv_2005/diversites/edf.html
Verdict: 5 out of 10
=======================================
I saw this ad one night recently while surfing on European satellite TV. And it triggered my interest in the first few seconds as something unusual was going on.
The advertiser is the public electricity provider in France, currently being involved in a process of privatisation by the French government.
In the beginning the ad seems strange. It depicts situations in which people are going through their everyday lives in somewhat difficult circumstances. Halfway, through the ad, the viewer begins to register an "inverted" world, where the majority have changed place with the minority. It demonstrates life for people in a world tailored to the needs of the handicapped. How to walk the street among wheelchairs, try to open a bank account and receive a response in sign language, walk (or better slide down) a ramp for wheelchairs, make a call on phones with height for wheelchair access, read a book with no letters etc...
The ending statements summarise the message:
"The world is harder when it is not conceived for you"
"Henceforth, EDF locations are accessible for all"
Creative, certainly. We have also seen in other ADJUDGE evalutions so far, how by reversing situations or time one can attract attention. In this case, the creatives followed the well-known approach of "how would it feel to be in someone else's shoes?". And it carries the message well.
But the critical question is whether it strikes an emotional chord with viewers or does it positively impact the impression they have about the advertiser. The message rationally is a truism and gives the viewer a moment of introspection while watching the ad. But the situations depicted are far fetched, so I doubt the message persists in one's mind throughout the day.
Furthermore, there is a serious disconnect between the message / ad and the advertiser, or the services it normally provides. In this regard, the ad could have been for anything. This is a disappointing admission for client and agency. A nice ad, but sorry, little relevance to the advertiser. What a pity! It is even more disappointing, when one looks at the linked EDF web page and confirms the EDF commitment of "six concrete actions" towards this endeavour. Too bad, the ad does not link the situations closer to EDF.
The music and "look" attempt to add to the atmosphere of the message, although in a somber fashion for my taste. I would dare say that "artistic" priorities may have clouded judgment a bit. Why would a handicapped world be grey, overcast and rainy?? Do the creatives want to perpetuate stereotypes for the portrayed group? Given the uplifting nature of the message, it could have been more positive.
Good creative idea, limited sustainability and weak branding. Sorry agency, job half done!
EDF stay true to your commitment, which I guess you do because it is the right thing to do rather than advertise it to get credit for it.
Evaluation:
In following our standard evaluation methodology:
The ad is moderately understandable, is somewhat relevant to the desired target audience, and although incredible, delivers a persuasive message. However, brand link is very weak. The execution is distinctive and engaging but due to its sensitive content moderately memorable. The end result is that it may stimulate one's thinking when watching but has limited recency thereafter.
Detailed Score: 5 out of 10
1. Understandable: M
2. Relevant: M
3. Credible: L
4. Persuasive: H
5. Well-branded: L
6. Ownable: L
7. Distinctive: H
8. Memorable: M
9. Engaging: H
10. Makes Me Buy: M
Lastly, being cynical, was this intelligent, "feel-good" ad possibly intended to help muster French public sentiment ahead of the discussed privatisation of EDF? Who knows, but if so, I doubt it achieves this goal either ....
G. Evans
Apr 2005
Ad: "Handicapped Access"
Market: France
Product: Social Responsibility
Agency: Euro RSCG
Year: 2005
Link: http://www.edf.com/html/pubtv_2005/diversites/edf.html
Verdict: 5 out of 10
=======================================
I saw this ad one night recently while surfing on European satellite TV. And it triggered my interest in the first few seconds as something unusual was going on.
The advertiser is the public electricity provider in France, currently being involved in a process of privatisation by the French government.
In the beginning the ad seems strange. It depicts situations in which people are going through their everyday lives in somewhat difficult circumstances. Halfway, through the ad, the viewer begins to register an "inverted" world, where the majority have changed place with the minority. It demonstrates life for people in a world tailored to the needs of the handicapped. How to walk the street among wheelchairs, try to open a bank account and receive a response in sign language, walk (or better slide down) a ramp for wheelchairs, make a call on phones with height for wheelchair access, read a book with no letters etc...
The ending statements summarise the message:
"The world is harder when it is not conceived for you"
"Henceforth, EDF locations are accessible for all"
Creative, certainly. We have also seen in other ADJUDGE evalutions so far, how by reversing situations or time one can attract attention. In this case, the creatives followed the well-known approach of "how would it feel to be in someone else's shoes?". And it carries the message well.
But the critical question is whether it strikes an emotional chord with viewers or does it positively impact the impression they have about the advertiser. The message rationally is a truism and gives the viewer a moment of introspection while watching the ad. But the situations depicted are far fetched, so I doubt the message persists in one's mind throughout the day.
Furthermore, there is a serious disconnect between the message / ad and the advertiser, or the services it normally provides. In this regard, the ad could have been for anything. This is a disappointing admission for client and agency. A nice ad, but sorry, little relevance to the advertiser. What a pity! It is even more disappointing, when one looks at the linked EDF web page and confirms the EDF commitment of "six concrete actions" towards this endeavour. Too bad, the ad does not link the situations closer to EDF.
The music and "look" attempt to add to the atmosphere of the message, although in a somber fashion for my taste. I would dare say that "artistic" priorities may have clouded judgment a bit. Why would a handicapped world be grey, overcast and rainy?? Do the creatives want to perpetuate stereotypes for the portrayed group? Given the uplifting nature of the message, it could have been more positive.
Good creative idea, limited sustainability and weak branding. Sorry agency, job half done!
EDF stay true to your commitment, which I guess you do because it is the right thing to do rather than advertise it to get credit for it.
Evaluation:
In following our standard evaluation methodology:
The ad is moderately understandable, is somewhat relevant to the desired target audience, and although incredible, delivers a persuasive message. However, brand link is very weak. The execution is distinctive and engaging but due to its sensitive content moderately memorable. The end result is that it may stimulate one's thinking when watching but has limited recency thereafter.
Detailed Score: 5 out of 10
1. Understandable: M
2. Relevant: M
3. Credible: L
4. Persuasive: H
5. Well-branded: L
6. Ownable: L
7. Distinctive: H
8. Memorable: M
9. Engaging: H
10. Makes Me Buy: M
Lastly, being cynical, was this intelligent, "feel-good" ad possibly intended to help muster French public sentiment ahead of the discussed privatisation of EDF? Who knows, but if so, I doubt it achieves this goal either ....
G. Evans
Apr 2005
