I wrote about Next Generation Talent at the end of last year, a competition organised by Panasonic where students are given a brief to create an advert for one of their products. It was set during an event as a social media panel then, and I'm participating again this year though there's no event.
The task this year was to create an advert for the G10 Viera TV and with the 'Everything Matters' strapline. Four people have been preselected as finalists with TV ads that are available to view on a dedicated Youtube channel.
I have been asked to judge those four preselected finalists and send some feedback, it would be great to have your opinions about them as well.
I'm going to embed the videos here and write my first impressions about them. For anyone reading this who doesn't know me, I'm fairly direct and straightforward so I'll be writing in a similar fashion. Doesn't mean I'll be mean but it's just so you know it's not personal if ever you're offended by anything (Which could perhaps apply to the contestants). If ever you are, apologies in advance and please tell me in the comments.
To start with, congratulations to all the students participating and well done on the finalists for getting there. I'm guessing this is all extra-curricular stuff (Or maybe not..?), so kudos for getting involved.
One general impression telling me I need to check the complete brief the students had on is that I was told in the document sent to me that the advert is for the TV, but most of the finalists created an advert for a range of Panasonic products so I feel like I'm missing something.
One more thing I'm adding. My comments could be seen as harsh but they're really just my fairly raw first impressions. Also, I realise it's pretty tough to realise a full blown video / TV ad with what likely was limited time and resources - another congrats for that.
Entry from Paul Bryant, Loughborough University
I just watched it twice and read the snippet alongside the video. I don't get the flashing / stroboscoping blackness. It hurt my eyes. I think it might be some kind of first person blinking eye, or is it a cinema reel..? The author explains this is meant to be like an opticians examination with a phoropter. I understand the thought behind the explanation once I read it rather than when I saw the ad. From my perspective, I was lost after two seconds and ultimately this isn't an artwork and the business purpose of the ad seems lost too. I feel the flashing takes away from the stop motion animation behind which I think is unfortunate because it looks really nice otherwise.
I get the idea there's an evolution, today's equipment is better than yesterday's but what does that tell me about the product itself? Or about Panasonic? It feels like any TV could be in this spot and it would be the same thing.
Entry from Romaine Reid, Ravensbourne College
Nice. Really nice animation. There's a flow and a story told visually linking all the range of HD Panasonic products (But that's also where if it is supposed to advertise the TV in particular, then I don't get it).
On the other hand, it feels sort of done before and time again. It's concentrating on the products themselves, images and colours. Every competitor in the market has been saying that at some or another.
To most people, if they look the same, are about the same size and have a similar looking image quality, one TV is the same as another TV. Sure all the ads will tell us they have nice colours and images. What's different about this one?
Entry from David Childs-Clarke, Ravensbourne College
There's definitely a very particular and artistic visual style here that I personally like, so I'd say as an interpretation that's what differentiates this ad and by association, this product. That said and again, I'm not sure that's what is intended to be conveyed here and I don't even get it's an ad for a TV at all. Or any specific product, just generally about Panasonic perhaps.
Entry from Steffan Harrison, Ravensbourne College
Now wondering even more if students were asked specifically to focus on the products. The idea of focusing on the four colours of the Freesat logo is interesting but the task seems like it was about HD and Panasonic rather than Freesat. Wasn't it..? Actually what I like most is the intent written of showing the TV as a bigger whole than the elements associated with it (the other satellite products, camera, etc)
I'll write another post with a more thought through opinion in a couple of days.