As I watched this new Oxfam spot from Passion Pictures directed by SSSR, I was reminded of a recent post I made concerning dynamic typography and children’s education. I thought I was in for a similar ride.
Everything was rolling along smoothly—maybe even predictably—when all of the sudden the spot’s sweet little grandmother protagonist belches magical particles all over the place. She’s then joined by a belching soccer mom, producing a cacophony of rainbows and stars before the camera whisks us away to the relative safety of outer space.
I had two reactions, more or less simultaneously: 1. “WTF?” and 2. “I want to watch it again.”
I have a strong feeling this spot will split the readers. Some people will say it doesn’t seem on message, that the concept is too far-fetched. (Maybe they’re right.) Others, like me, will find themselves thinking about the spot as they ride the subway. And then again in the elevator. And maybe once more while checking the mail. It’s just one of those commercials that sticks with me, and I think that “under my skin” effect was consciously engineered.