12 original advertising spots in the form of animations

A jury is deliberating in a New York court following the trial of a teenager accused of
murdering his father. In order for the boy to be found guilty and thus receive a death
sentence, all the jurors must agree that the decision is the right one.
So begins the 1957 cult drama Twelve Angry Men.

In expressing his or her opinion, the juror must be able to convince the others of his or her
position.

Advertising serves a similar purpose; although it does not prejudge the ultimate issues, in the
long run it can decide whether a company is or is not on the market. It is its persuasive power
that determines whether a service or product will gain interest and, consequently, profit for
the creator.

We present you with 12 original advertising spots in the form of animations. Watch them if
you want to discover films that, like Sidney Lumet's drama, are exemplary specimens of their
genre.

Advertising spots in the form of animation

An advertising spot in the form of an animation - apart from being eye-catching, memorable
and making complex issues easier to understand - can give us an edge over competitors who
do not use such solutions themselves.

See 12 examples of original films that have helped advertised products and services succeed.
You don't want your spot to be an object of ridicule and the inspiration for many a parody, do
you?

1. Apple
100% concrete - that's what can be said about Apple's advertising spot, in which the company
pledges to achieve carbon neutrality for all products by 2030.

The main technique used in this animation is kinetic typography. The entire message is
displayed in the form of slogans and whole sentences, which are complemented by icons,
thus reaching the viewer's ears and eyes in parallel.

The spot is dynamic and modern. It uses colour psychology, as the most important elements
stand out in green (this colour, by the way, is synonymous with the word green), and it
appeals directly to the viewer, telling him - assuming he is an Apple customer - and you are
part of this. The spot's creators recognised their target group well and prepared a very
evocative video for them.

2 Opomarket
Online tyre shops are plentiful. Opomarket decided to distinguish itself with an advertising
spot in which the metaphor of the offer is a superhero for whom nothing is impossible.

The most important elements, which should not escape the viewer's attention, were
highlighted with icons that appear (e.g. payment methods and number of positive reviews -
here the creators' nod to car drivers, as the satisfaction of existing customers can be seen on
the speed counter).
In addition to the story of a superhero who helps a customer buy good tyres, the video
features the perspective of an online shop user providing instructions on how to navigate the
site. All this in less than 40 seconds.

3rd European Rover Challenge

The longest of the commercials described, but which cannot be said to make the viewer long,
as it combines two styles (animation+video) and several animation techniques.

The video promoting the event uses split-screen to show the diversity of robots, taking them
from the realm of science fiction to applications familiar to all of us.

The vector animations make it easier for the viewer to understand the complex topic of
robotics, and the excerpts from video coverage of the event included in the spot make the
issues no longer abstract.

Case study from the collaboration with the ERC

4 Simply V
Vegan cheese? The Simply V spot explains in an accessible way why it is worth buying dairy
alternatives and encourages this in the form of an animation, which shows both customers in
different situations (shopping, eating a meal) and statistics supporting the purchase of vegan
cheese.

The brand's logo is cleverly woven into the images, so that the viewer is likely to keep it in
mind and choose Simply V on their next visit to the supermarket.

5 Good Calorie
Energetic music, rapidly popping up more and more icons, interspersed with stock images
and actual product photos, all in half a minute so that the viewer doesn't have time to switch
off the video.

Just as in the Simply V spot the creators opted for a gentle pace and substance, the Good
Calorie ad can be compared to a gunshot - lots, fast, with cartoon-like effects that may amuse
the young viewer in particular.

The spot, in the form of an animation, allows the viewer to be surprised and, using various
means of expression (music, fast-paced action, humour), to gain their attention. The Dobrej
Kaloria advert achieves this goal.

6 Infinity Brokers
It is not easy to talk about such complex issues as IT insurance, so it makes sense to use an
animation and, with it, to include only the most necessary information. What's more! They
can be presented in an engaging way using storytelling in an advertising spot.

The main character is Wojtek, the president of a software house, whose holiday has turned
into a nightmare... or rather, it could have done, if Wojtek's company had not taken out
adequate insurance before signing an important contract.
The advertising spot is surprising and humorous. It contains amusing details that are not
directly related to the subject of the ad, but make the message lighter and much more
accessible. The viewer is drawn into Wojtek's story and therefore wants to know the ending.

7 Ceneo
The video explainer of the Ceneo portal evokes the association with a moodboard... only that
in the form of an animation, which is not standard and therefore attracts the viewer's
attention.

The video is expressive - both because of the music and the quick succession of elements
(including icons that bring to mind visual notes). The dynamism is enhanced by the presence
of a hand that adds individual icons to the frames.

The spot makes use of animation (specially designed protagonists, who are not stock
characters) and realistic shots of the products referred to in the film.

Thanks to a variety of animation techniques and dynamic music, the explainer video not only
fulfils its function by presenting the new category of products available on the Ceneo website
in an accessible way, but also does so in a way that is interesting for all potential users - both
buyers and sellers.

8. pracuj.pl
The most expensive, but worthwhile 3D animation technique. Viewers are introduced to the
story of an octopus, whose tale is full of language jokes referring to the advertiser on the one
hand and the life of underwater creatures on the other.

The animation is engaging, funny, pleasing to the eye and allows the audience to identify
with the animal character. It certainly builds a positive brand image, especially as this is not
the only spot in the series. The other films feature characters from other species whose lives
have changed for the better after finding a new job.

The commercial starring the octopus had almost 16 million views (the other animations
achieved similarly good results: the one with the dog had more than 16 million views, the one
with the ram had 12 million, the one with the bunny 10 and the teddy bear 9).

9th Derbot
A wristwatch is not a necessity, especially in the age of smartphones, on whose display it is
easy to check the time (this does not even require unlocking the device).

A manufacturer of wristwatches - in addition to luxury, custom-made wristwatches - has a

narrow and specific target group and, in order to reach this group, must use means of
expression that will appeal to them.

A commercial in the form of a vector animation will work well, as it will highlight the most
important elements: the products, of course, but also the process of making them and the
company's offers.

The style of vector films is more serious than that of whiteboard animation and is therefore
more likely to be chosen by luxury brands, such as Derbot.
The spot's creators showed the process of making the watches and ordering them via the
website. It uses close-ups and showing details, focusing the viewer's attention on them.

Simplified, aesthetically pleasing graphics are seamlessly displayed on the screen - the spot is
as elegant as the product it advertises.

10. InPost
InPost has a consistent visual communication that makes it stand out from other courier
companies at first glance. The spot, in the form of an animation advertising a new solution -
the multiscreen - is aesthetically matched to previous materials and there is no doubt who is
behind it.

Subsequent shots are displayed quickly, presenting the operation of the multiscreen in the
form of a story (applause for the creators for showing the dog that accompanies the
protagonist - the presence of the four-legged dog warms up the message, and besides,
probably every dog person at least once went for a walk to the parcel machine).

Understanding the new functionality is made easier by showing how it works on a

smartphone and this is an accurate representation of the app.

11. plasmacluster
The air purifier advertising spot was created in March 2021, when, due to the coronavirus
pandemic, many people's attention was focused on hygiene and disinfection. It is because of
the context of the animation that one of the characters wears a mask.

The spot is full of detail and shows, as it were, two levels - the real one, i.e. the situations in
which the air purifier will be useful, and the abstract one - the circulating pollutants and the
particles that fight them.

The technology of the device itself is repositioned with a superhero metaphor (similar to the
Opomarket advertising spot), and the manufacturer's logo is neatly placed on the animated
elements.

12 SellWise
Sometimes less is more. This is known to the creators of the advertising spot for the
consulting firm SellWise, who opted for a minimalist animation in which all the images are
displayed in the centre of the screen, leaving plenty of free space. The style of the spot was
matched to the company's visual identity.

The elements used are simple icons understandable in a business environment (charts, sales
bars, tables, the metaphor of collaboration as a handshake). The colour scheme is limited to
white, black, red and shades of blue. The bottom of the screen displays the most important
slogans to remember.

There are no superfluous elements in the spot that would unnecessarily distract the viewer.
The video ends with an invitation to contact us by email, and the final shot shows a photo of
the company's owner, which reinforces credibility.
The owner himself plays the role of the spot's voiceover. Clear, simple, professional - these
are the associations the spot evokes and leave the viewer with the feeling that they are dealing
with experts in their field.

How to create a good advertising spot in the form of an animation

Such original advertising spots were created because their creators knew how to write good
scripts. You can learn to do the same. As a first step, we suggest you read this article, in
which we have 16 tips for writing an animation script.

However, the script is only the beginning of your animation work. So if you would prefer a
professional to take care of the script and all the subsequent steps to create an original spot,
so that you can spend your time doing what you do best (e.g. creating new products), take a
look at our offer.

More examples of effective advertising spots