I was watching TV a few nights ago when I came across a very cute, clever advert that has since been passed around BLOGDIR. The new Elastoplast advert features a childish animation style, built from plasters, and uses a voiceover of a young boy telling the story of how he hurt his knee.

Elastoplast have advertised in the past, mainly for their innovative new products and to keep a strong market share (in 2006 Elastoplast held 47% market share), but this advert stands out so much due to the simplicity of it, driven by great planning and strong creativity from TBWA. Throughout the first 25 seconds or so, I had no idea on how the TV ad would come together to make sense. I wasn’t even sure if people would realise it was advertising plasters! However, at the adverts conclusion, the boy recalls that the giraffe bumped his knee and he needed a plaster ? the tagline is unveiled (‘Every Elastoplast tells a story’). The entire advert and branding beautifully come to life and flood emotion between you and the product (even though effectively Elastoplast is a plaster, and an expensive plaster at that, compared to competitors). Appealing to both parents ? relating the story to their own children ? and to children, due to the quirky animation and use of a funny story. Furthermore, it is a prime example of how brilliant effective adverts can be created with minimum expense!
Further research shows this advert was a viral in 2008/2009, before being released as a TV ad this year. Elastoplast has created promotional ties with the campaign. Check out their website here. http://www.elastoplast.co.uk/

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