As part of The Drum's Entertainment Focus, we use insights from Kantar's Marketplace, an automated market research platform, to show why campaigns from Disney, Lego, and YouTube are capturing the attention of viewers.
The entertainment sector is a rich playground for brands looking to attract new viewers, subscribers and customers, but it's also a competitive space.
Kanter said video-on-demand services like Disney+ and Netflix are seeing an increase in plan cancellations, and streaming channels will have to work harder to retain subscribers.
Vera Sidlova, Director of Creative Thought Leadership at Kantar, says the challenge in entertainment advertising is to “take the brand beyond the logo and understand what that brand stands for or how it connects to the title being promoted. “It is important to show how the company is doing.''
Companies that score the best points with their audiences do it by leveraging humor, celebrity, emotional power, and the right soundtrack.
Kantar's detailed analysis found that entertainment ads tend to lean more towards intrigue and suspense than ads in other areas, as long as they make the audience clearly understand the purpose of the ad.
Ads from brands like YouTube, Disney and Lego received high praise from consumers at Kantar's annual Creative Effectiveness Awards. Here, we'll take a closer look at why.
Amazon “Hotel Transylvania” BLT
Advertising agency BLT's striking print ad for Hotel Transylvania in Italy received praise for its innovative use of innovative design. The ad seamlessly ties together the film's story and notable Amazon Prime Video branding to create a consistent visual.
Overall, Kantar praised the ad for conveying a message that resonates with viewers and strengthens their connection to the brand.
After a lull in the third quarter, Amazon Prime Video took the number one spot in new paid video-on-demand subscription share in the final quarter of 2023, Kanter said, adding to the broader Amazon The company said it was boosted by the success of its Prime service during the holiday season.
Google “YouTube Premium” by AKQA
This 15-second spot from YouTube Japan clearly understands the benefits of the platform's premium services through the eyes of a group of young people on a plane.
According to Kantar's team of experts, the film was a winner because of its relatable humor and because it gave the brand a strong female hero to save the day.
YouTube has 2.5 billion monthly users and is one of the most used apps on the planet. The platform ranked in Kantar's BrandZ Global Top 100 in 2022 with a global brand value of $86.2 billion, growing 414% in five years.
Disneyland Paris “The Infinite Parade” by BETC
Escapism in advertising has always been a popular theme, and no place screams it more than Disneyland.
What this ad from BETC does well is explore the creative possibilities of the future. Viewers can watch all the different shows and spectacles the theme park has to offer on the fly, and time stands still while young children look on in wonder.
Kantar's creative team hails this as a dynamic example of experiential escapism through immersive visual storytelling, transporting people into the multiverse of Disneyland in a stunning way.
Lego “Little toys, great joy” by The Lego Agency
Lightheartedness can go a long way in advertising, and the team at Kantar selected this missing slot from LEGO to do just that.
It's a simple ad that draws viewers in with the infectious laughter of children interacting with a giant Lego screen in a play park.
Through humor and a bit of silliness, Lego brings fun to its campaigns.
Lego “Girls Can Achieve Anything” by The Lego Agency
https://www.youtube.com/watch?v=IUcAacexDaY
This simple and fun Lego ad also contains a deep message about gender neutrality in toys, especially for young children.
The ad, which aired in Poland, focuses on a young girl dressed like a princess who plays with a Lego sword and wants to fight a roaring tiger.
This is part of the brand's Build the World campaign, which truly connects LEGO to larger issues through its products by showcasing young girls who embrace adventure and challenge traditional gender roles.
Cinepolis “Certainly a great plan” Teran TBWA
Escapism is a powerful tool in advertising, tapping into the desire to escape the mundane realities of everyday life and immerse yourself in a new world.
This print ad for Mexican movie theater chain Cinépolis was hand-picked by Kantar's expert team for its 'otherworldly' approach.
In this image, a family camping in the woods is interrupted by a giant bear.
Ads also have an element of humor, which helps convey your brand's message in a lighthearted way.