In this 2023, we've had very emotive and feeling-charged Christmas campaings. It's a mistake to assume that only the comercial businesses can use Storytelling. A public organisation such as DGT can also use it and, as a matter of fact, it was proved with another campaings.
This year, we've found a campaing that aims to transmit importance about the concept of returning home. This is accompained with this slogan: Arriving late is better than not arriving, also in Christmas. Here I let you see the complete spot:
A warm and christmas message
The thread of this campaing shows us a distopic situation in Spain: Santa Claus hasn't appeared in any house. This transports us to the vision of a little girl that lives this situation. She finds no presents under the christmas tree, she finds out the same in its flat and even at a peninsular level. It is noticed in all the film how the girl shows a sadness and apathy state caused by the facts.
As an ending, we see that the girl wakes up early to the sound of Santa Claus leaving the presents under the tree, running to hug him full of joy. It is here where the slogan appears and we become aware that it was preferable that Santa Claus got there late rather than he didn't.
This shows us that the slogan is directed towards the drivers., who have to know that their loved ones can wait to celebrate festivities. It is better to get there late than never arriving.
Relating Christmas with road safety
We've seen DGT make different campaings with a wide range of stylistic resources, even inside a Storytelling. In this case we find the usage of the distopia and the hyperbole: it presents one year without Santa Claus and it transforms that into a statal crisis so we take it seriously.
We also find a metaphoric relation that transforms the driver to Santa Claus in this advertisement. This wants the driver to put value on itself and the joy of its loved ones when he gets home for Christmas, even if it is late.
From my point of view, I consider that this campaing gets the spectator's attention and transmits the message effectively., having figured out or not the metaphor behind it. This is precisely where I have something to say: I believe that making a spot about road safety from a kids point of view for the Christmas season limits the explicitness of DGT.
We've seen more direct and effective methaphores such as "When you kill someone on the road, you kill it every day of your life of this year 2023. The abscence of this explicit element generates the necessity in the spectator to understand the metaphor, having the sloga as a clear message at the end for those who couldn't get the catch of the metaphor before.
What do you think? Do you believe that they should've expressed the message in a different way? Do you think that is correct to leave the explicity sometimes? I'm waiting you at the coments!
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