Enzo’s Monday Motion #170: Copy

Every commercial begins with some lines on a paper. Sometimes these lines literary end up in the final film. Five examples of copy-driven commercials.

Poetic motion

Director / animator Robertino Zambrano was invited by inspiration platform TED-Ed to turn a poem about accents into an animated film.

The flow of poet Denice Frohman is really raw and strong. A no brainer for Zambrano to embed this in his work. The pencil drawings really add to this feeling. His timing and word choices are spot on. A nice match produced by KAPWA.

Simplicity

Strength comes many times from simplicity. The next motion piece is no different.

Greg Condon spots little gems where nobody seems to be looking. His work brings a smile to everyone’s face. A true concept-copy man.

The Truth Is Worth It

It’s not the first copy-driven commercial from The New York Times, and it won’t be the last.

This shocking message gives a glimpse of the life of a (war)journalist. The copy-animation literary follows the trail of information, one step forward, two steps back. With persistence the end goal can be reached and the truth will prevail. Concept by Droga5 New York.

Signs

No one likes to be told what to do, but sometimes it’s better to listen.

The advice of Ireland’s Road Safety Authority has a big impact. The freehand filming matches the concept of random signs very well. The end is a bit of style, showing no sign, but a grieving person. Some kind of prayer card would have the same impact. Still brilliant work by Clayton Homer.

Every Word Matters

Let’s end with a lighter note! To advertise the first Festival of Scriptwriting for TV and Cinema, FCB Lisbon created a smart and fun campaign that proves every word matters.

Even cooking grandmas can’t be trusted anymore! Two funny spots directed by Mário Patrocínio which will give the festival its deserved attention.

More Lorem Ipsum

Enjoy the first edition of copy-driven commercials over here.