Best Ads of 2012: “Three Little Pigs”
Feb 4th, 2013 by WendyS
This morning, an article called “The best ads of 2012 (picked by those in the know)” caught my eyes. After I watched all 8 of the presented videos, I would like to share one of them, which I found to be very creative and interesting, and discuss how this ad affects my attitudes in 3 different levels: cognitive, affective, and behavioural.
“Three Little Pigs” – Advertiser: The Guardian Newspaper
Using the famous fairy tale “The Three Little Pigs” as an attention grabber, The Guardian successfully “illustrate a lush vision of multimedia ‘open journalism’”. Starting from the wolf’s murder, the story creatively linked to issues such as homeowner’s rights, insurance fraud and mortgages, demonstrating the power of media and technology.
Cognitive aspects of this ad include “the Big Bad Wolf being boiled alive”, property rights, and whether or not the wolf had actually blown down the pig’s houses. Interestingly, the ad twisted the original perspectives of the story and changed what I have originally believed in. Before, I have never question whether blowing down the pig’s houses was realistic or not.
The music and graphics presented are very affective as it creates tension. As well, since “The Three Little Pigs” are well-known, I have an emotional link to the story.
In addition, showing how people react to the news of “Big Bad Wolf Boiled Alive” is an example of the behavioural aspects. On the media, it is very realistic that people will continue to express their opinions and link to other issues. Moreover, how the story links to insurance fraud and mortgage problems also portrays the real world.
Overall, I would consider this ad as one of the most memorable ones I have ever seen.