The secret of clear communication is keeping it simple. We recently proved this with the commercial we created for ‘Our Family Trust’. The company offers a legal document which enables householders to protect the ownership of their property for their descendants. Naturally there were caveats and legal niceties all over the place, so our creative team worked through (and rejected) a host of scenarios based on solicitors, or people making wills, or worried grandparents, or houses being re-possessed.
No, the teamsaid, let’s be simple and direct. Illustrate the fear of a grandparent for the future security of a grandchild, and represent the property using building blocks. Child builds house, granny happy. Child knocks house down, granny worried. Child builds up again, happiness restored.
And a final clever twist? Our modelmakers painted the blocks in the client’s corporate colours. And that made the graphic designer happy because it matched his animation. Simplicity all round, everyone happy. Most importantly, our client, of course! Everything was produced by our in-house team and shot in our TV studio in Norwich.
