c
c
 c




Douglas
Rowell

Executive Creative Director & Partner, Mediatavern

I have been a passionate practitioner, enthusiast and consumer of animation ever since I was old
enough to reach the dial on my family¶s black and white Zenith TV. Even in 1978 this was a
pretty ghetto way to watch TV, but animation had a magical way of seizing my imagination and
taking me places that I could not inherently reach though physical means. Along with comics and
my parents¶ strong belief in the arts, companies like Disney would be a key element in defining
the artistic and creative person I would become later in life.

Over the decades I have watched this incredibly diverse and dynamic medium evolve from an
under appreciated tool for babysitting children after school and on Saturday mornings into a
social powerhouse that has connected cultures, generations and people of all economic levels to
very timeless and universal issues and experiences.

However, for many in our industry it still remains a little-understood tool reserved for cereal
commercials and other segments of the children¶s market.

With this said, over the last few years I have embarked on a journey to educate my fellow
marketers ² creative juggernauts and business types ² on the virtue of this extremely powerful
communication tool. The culmination of my efforts has resulted in a series of panels and
dialogues that I moderate along with leading industry luminaries across several events, including
Advertising Week.

For this blog I thought it would be interesting to supply you with a top level look at animation
and its current value and future use in advertising«

c
c
c
 

Animation means, literally, to breathe life into something. A transformation is involved«what

was still now moves.

 

c
c
 
c




Animation, along with a good dose of humor and a compelling storyline, can give a brand,
product and its agency infinite artistic and communicative powers to help bring to life visions
and ideas that free the audience of mental and physical restraints. If shaped to a brand correctly
and supported by an engaging message, it will stay in the hearts and minds of the consumer long
after the advertisement or online experience has passed.
Contrary to the belief of many ² animation isn¶t just for kids¶ shows and Saturday morning
cereal ads. It can be used effectively in a very adult manner in a utility-based role to do the
following:

‡ Demonstrate how a mechanical device works

‡ Show the anatomy of a product
‡ Communicate abstract ideas
‡ Visualize things that are too big or too small to photograph or film
‡ Apply emotions, story and drama to an inanimate object or product

Although animation can be initially expensive, it can also be easier to edit, enhance and reformat
if need be. Many marketing directors prefer to use animation because it is more timeless than
casting lead actors in commercials and thus can be built upon over a number of campaigns, and
years, without needing to recast or pay heavy royalties to talent.

c  

c
c
 
  c  

A major evolution has occurred in advertising due to the continuing democratization of

information on the Web and through the many social media outlets that we all participate in. In
general, we have grown increasingly savvy and have been empowered to expect meaningful
interactions and value exchanges with the brands we choose to support.

People want more flexibility, convenience and education through their interactions. People are
asking, ³Why shouldn¶t I be able to shop directly through an ad? Be able to explore a product¶s
options, compare prices and quality, and then purchase? Why can¶t I socialize through my
favorite brands and connect with like-minded souls?´

YouTube? Twitter? Facebook? All game changers. All expected experiences for our audiences
now as well. This new precipice we sit on is where utility and meaningful entertainment will
become intertwined. Below are some key ways this is already beginning to occur and will
continue to expand in the future:

‡ Sponsored original content

‡ Dynamic interactive experiences
‡ Short form brand / ad sponsored content
‡ Collaborative user-generated projects
‡ Testing original content concepts online prior to broadcast

c  c



Come see the Animation & Advertising Panel at Advertising Week 2009!

Animation and interactive advertising veteran Douglas Rowell mediates a panel of leading
luminaries including Peter Michels, Animation Director of Fox Television¶s ³Family Guy´ and
Michael Bellaviaas, President of Animax Entertainment, as they explore the current and future
states of animation on Madison Avenue and how storytelling, humor and animation can give a
brand, product, character and its agency infinite artistic and communicative powers to help bring
to life visions and ideas that free the audience of mental and physical restraints.