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High Five: The Power of Unique Storytelling


Rajakovic Electric partner and executive producer, Nicole Rajakovic, shares a selection of work that showcases the power of good storytelling that puts us all in our feels

High Five: The Power of Unique Storytelling

I’m always caught off-guard when a commercial brings tears to my eyes, especially when the subject matter is often not emotional. These campaigns have done an amazing job of bringing emotion to the forefront through unique storytelling, brilliant direction and powerful music...

IKEA - 'Lamp'

Agency: Crispin Porter + Bogusky
Production: MJZ
Director: Spike Jonze
Post: Spot Welders
Sound: MIT Out Sound

I never imagined I would well-up with tears because I felt sad for an abandoned lamp. Leave it to Spike Jonze to give such deep humanity to an inanimate object. Even Jonas Fornander knows how ridiculous that is! From the style of shots and animation of the lamp to mimic human movements to the emotional music, this ad had many (not just me!) tearing up and wanting to save that poor red lamp. It was so powerful that it motivated an epilogue in 2018!

Google Small Business - 'The Story of Jacob and City Gym'

Agency: Venables Bell + Partners
Production: Uber Content 
Director: Eliot Rausch 
Post: Lumberyard 
Sound: 740 Sound

This ad for Google Small Business goes in a unique direction by showcasing a gym in Missouri via a very personal story of one of their members. By sharing the transition story of Jacob, this ad not only highlights the amazing program that grew organically at City Gym, it also provides some beautiful insight into the life of a transgender person.

SickKids Foundation VS - 'This Is Why'

Agency: Cossette
Production: Scouts Honour
Director: Mark Zibert
Post: The Vanity x Saints Editorial
Sound: Pirate

The SickKids Foundation in Toronto has created a long list of tearjerkers with their highly successful VS campaign. In 2019, director Mark Zibert took the campaign to a new level by taking us on a journey into the hospital, showcasing actual staff, patients and their families. SK campaigns are known for their fantastic use of licensed tracks, but what really brings on the waterworks with this ad is the incredibly unique cover of well-known Nine Inch Nails track 'Hurt', by music composer Mark Rajakovic. His use of a child to sing the haunting lyrics, backed by a children’s choir, gives this ad the depth it deserves as we see the intense challenges experienced by the patients of this hospital.

Erste Group - 'First Christmas'

Agency: Jung von Matt / Donau
Production: Passion Animation Studios
Director: Constantin Paeplow
Post: Unit TV
Sound: MCasso

A touching story about a little hedgehog, this ad brings on the tears - even though it’s animated. A story about the power of love and believing in the good of others, the unique animation brings a particular warmth to the spot allowing the viewer to almost feel the little critters on screen. Paired with an endearing music track, the reveal at the end couldn’t be more satisfying - a true feel-good holiday spot that brings happy tears.

Real Move Co. TrueMove H (Thailand) - 'Giving'

Agency: Ogilvy Bangkok
Production: Phenomena
Director: Mr. Thanonchai Sornsriwichai

This spot is like a short film with beautiful story to tell. With the focus on the impact of giving, this spot gives maximum emotion by showing the kindness of a restaurant owner who helps out a young boy caught stealing medicine for his mother. He not only pays for the items, but provides the boy with soup and food. Years later, we see the owner dramatically fall to the ground and require medical attention which his daughter cannot afford. The story telling captures your attention and pulls on your heart strings when her hospital bill is paid for and you discover the surgeon covers the fee and is the boy her father helped many years ago. The music score is beautiful and touching and perfectly supports the incredible storytelling of this ad that will leave your eyes filled with tears and heart filled with hope.

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Rajakovic Electric, Wed, 17 May 2023 11:30:04 GMT