Setting Your Company’s Budget: Advertise with Animation
When it comes time to trim the budget and advance company vision, mission, and objectives, animated advertising might not be at the top of the list for strategic decisions. More traditional ideas might come to mind. However, implementing a broad advertising campaign that uses animation can advance diverse company goals. It can cut costs, support branding, captivate viewers to earn new sales, and advance employees’ morale. If a company has no advertising at all, it’s time to get with the times – and animation will be the most cost-effective way to do so. If a company already has advertising in place, implementing animation in their strategy will still yield some unexpected benefits. Cut Costs Cutting costs with animation may seem counterintuitive. Actors seem to require very little compared to animated characters, which must be created, drawn, animated, and branded to carry the perfect message for their company. Actors, on the other hand, typically act in sets that carry items we all own, like desks, chairs, tables, and doors. Everything that exists in a filmed advertisement exists as things that we all, already own. This contrasts with animated worlds that are born out of hard work and the creativity of an animation production company. However, the flaw in this thinking is obvious: even if everything in a filmed ad is already possessed by filmmakers, there is still much work to be done – behind the scenes, on set, and with the camera work and editing – that requires time and money. These requirements are not needed with animated advertisements.
Another key flaw in the thinking that actors cost less than animated ads is the idea that actors can be hired cheaply. Effective ads require great acting. The character can’t seem too enthusiastic, which seems fake and ugly to viewers, or too robotic, which is also fake and ugly to audiences. But in order to strike the right balance, and the correct interpretation of the script and scene, multiple takes may be required to find an ad that’s effective. The more ‘takes,’ the more paid hours will be earned for cameramen and women, actors, and the various necessary assistants on set. Win Support That last point plays into this next one: actors are easily judged by audience members. From seeming over-enthusiastic and ingratiating, to seeming stilted and actually afraid of the camera, we’ve all seen plenty of ads that never should have aired. Maybe the actors seem unsure of what they’re doing, or their spokesperson is annoyingly cheery. Regardless of our judgment, we are focused on the people, not the product. There are so many ways to judge a depiction of real life filmed on camera. Perhaps the actor reminds individuals of people they know and don’t like; perhaps the actor is playing a lawyer, and viewers are fixated on how lawyers aren’t usually that attractive rather than the law firm’s services. Again, there are unlimited ways that individuals are able to focus on the actors instead of the products or services being promoted. Luckily for advertisers, animation does not fail the way that actors do. Animations can’t be judged on human traits and characteristics; and have you ever heard someone judge an animated advertisement on its ‘artistic merit’? When an animated gecko or rabbit ambles on to the TV screen or YouTube splash page, viewers are instantly drawn to who the character is, and what they are all about. As these characters are 100% fictional and imaginary, they may have other fascinating quirks – like the Geico gecko, for instance, who is not only a fancy lizard, but also one with a British accent. We don’t judge him for being British, as we might judge a human actor for flaunting an accent. We accept the gecko just as he is, and may even love him more for his quirks. Illustrate the Arguments Animated ads can take place anywhere in the world, in any circumstance, with anything that can be dreamt of. Is your company wild about sales, like a wild tiger who lives in the rainforest? It can be illustrated with an animated ad. Is your company as worldly and charming as a coffee shop in Paris, France? Draw your employees receiving training there. The possibilities are literally limitless, as anything goes on a sketchpad. Whatever best illustrates the advantages of one’s product, service, or brand can be effortlessly drawn together in the ease of a local office. Added Benefits In creating a budget, one important cost includes branding, which can take place with logos, artistic schemes, and mascots. If a company ultimately chooses to hire an animation production studio, that studio, if it is a quality, professionally run business, should include in its contract the assets that are created within the ad itself: this includes static pictures and branded images. Should a concept be developed, the company should own that concept, so that they may use it
at their discretion. Should a character be developed, that character depiction should be released to the company. With assets in hand, companies can accomplish many business objectives. Internally, they can give themselves an identity. When employees understand their work in the context of a broader identity that looks good and makes sense, they can move forward in their work with a grander sense of meaning and enjoyment. It’s great to advance a vision that is positive, fun, and meaningful. Powerhouse Animation is a traditional 2D animation studio based in Austin, Texas with offices in Burbank, California as well. Since 2001, Powerhouse has been making ideas come to life through animation, illustration, and motion graphics. With a staff of 35 in-house artists, animators, videographers and designers, Powerhouse works on a wide variety of projects and has created animation for companies including Disney, Sony, Marvel, DC, Old Spice, Coca Cola, Miramax, the USO and more. To learn more about some of these projects visit www.powerhouseanimation.com.