Charity: Water
This is a beautiful ad because it doesn’t come across as an ad. When I saw this it was only when I was asked to donate I realize this is an ad for their Charity. At the beginning I was completely absorbed in the story which undoubtedly is an amazing one.
I think it’s the most brilliant approach to advertising because in this day and age we’re numb to advertising. We’re tired and annoyed of always being pitched something or being asked to buy, buy, buy or give, give, give. Charity: Water made me think they’re not asking for anything and at the end when they asked I didn’t mind.
The story told is Charity: Water’s story. Every company cannot tell their story in this manner but every company has to tell their story through strong and consistent branding. If you watch the ad you’ll see that in the story their website, photographs and ad campaigns were mentioned. This is because all those things made their story which is essentially their brand, a story they could now compile into one 4 min video to once again benefit their cause.
The lesson: aim to tell a story in your brand through consistency in visuals, tones, audience, messaging and personality.
Other aspects about the ad that really worked is its ability to appeal to its viewers on an emotional level. Every charity strives to do this in their ads because only in doing so can they get a reaction. This ad has done that perfectly by showing me where they’ve come from, what they’ve done and what they’re solving.
Excellent ad!
