That 'Yes' Moment

Love this advert; it's soo good to once again feel that 'yes' moment from watching an ad. The creatives responsibe don't even need to generate much of a build up, a few brief scenes of the band promoter receiving indifference from the mostly disinterested general public are enough to strike a pang of recognition with the audience's own attitude. Let's be honest, a large majority of us nurture an embarrassingly well-developed indifference and distrust towards the homeless, street charity volunteers and others around us in our cities. This advert turns that underlying attitude on its head. By championing optimism and denoucing cynicism, ideals which naturally appeal to the young and idealistic, through both the dialogue and the drama this Bulmers ad becomes a great example of using a resonating brand sentiment to lead the way into the hearts of a target audience.