We talk to A. Ramaška about what we will see on the cinema screens in this year’s “Best Cannes Lions Ads” program.
This year’s trends in advertising work include humor and social responsibility returning to advertising
“Every year, I select from the best advertisements that won the Cannes Lions and put together a two-hour long program that is shown once a year in all cinemas in the country. It is a spectacle of a unique concept, which, by the way, is the only one of its kind in the world. “The Best Cannes Lions Ads” is a veritable celebration of advertising, which gathers a large number of viewers, most of whom visit the event every year.
On my part, when selecting advertisements, I try to create a program that is attractive to the viewer, maintain dynamics, and introduce elements of dramaturgy. I put together places where the audience will laugh, when they will wipe away a tear, and when they might be surprised, sometimes even fooled,” says the creator of the “Best Cannes Lions Ads” program.
A.Ramaška assures – after working for many years in the field of cinema and advertising, the most interesting thing is to observe how advertising and cinema reflect on what is currently happening in the world.
“It’s true that the reflection of world events in cinema is usually a little late, because it takes longer to make movies. In advertisements, the principle of the mirror of society works faster, this area is more dynamic. We observe how advertising changes as we change.
For example, one of the most prominent trends in Cannes Lions’ Best Ads this year is the return of humor and an abundance of social ads. This trend also reflects a general change in the world – people increasingly expect responsibility and accountability from big brands. Many brands choose to address social issues and thereby contribute to a positive change in society.
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This results in much higher dividends for brands, as well as earning customer trust, loyalty, good reputation and even increased sales. And the viewers themselves are greatly affected by social advertisements, they remember such advertisements well”, says A.Ramaška.
A. Ramaška also distinguishes humor, which returns to advertisements, only in a different form. It is common for many viewers to laugh at commercials, and humor is the most effective element that attracts people’s attention.
“Humor returns to ‘Best Cannes Lions ads’, but the boundaries of humor are changing. Advertisers draw attention to the fact that political correctness is gaining ground in society. The line between what is funny and what can hurt, offend, is becoming narrower and narrower. In the past, it was normal to laugh at stereotypical images, opinions, and situations in advertisements.
Today, humor in advertisements is presented in a more subtle, creative form. Dark and not always politically correct humor has moved into the personal space of social networks,” says the creator of the “Best Cannes Lions Advertising” program.
Personal album photo/Algirdas Ramaška
The most important features of the advertisements and what is most fascinating about watching the program
A. Ramaška names the information technology company that develops and sells hardware and software Apple as the most prominent brand in this year’s “Best Cannes Lions advertisements”.
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“This brand is the unequivocal leader of this year’s program. To be honest, I can’t remember a year when a single brand has collected so many wins. Along with memorable Apple ads, viewers will also see a lot of quality ads from the Asian region. They are very popular among our compatriots because they are unusual, unique and different. Viewers will also see the novelty of the program – we will integrate the best radio commercials into the movie screening, for which we have selected the appropriate visuals. These advertisements will prove that other media can be used creatively,” says A. Ramaška.
Well, what fascinates the creator of the “Best Cannes Lions Ads” program the most when watching this year’s advertising works – the winners?
“I would highlight the courage of brands to step out of their comfort zone, creativity and the ability to present it in a simple form. Viewers watching the commercials may think, “And I could come up with that, the idea isn’t so unrealistic.” The truth is that behind every advertising job there is a whole team of professionals. Ideally chosen musical background, characters, perfectly developed acting, high-quality camera work. Not everyone appreciates it when watching an ad. Also, undoubtedly, the courage of the creators is fascinating. I’m glad that global brands are not afraid to stand out, make complex decisions, be unique, bright”, concludes A. Ramaška.
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You can buy tickets to “The Best Cannes Lions Promotions”. www.kanuliutai.lt
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2024-10-05 14:19:24
