Although the Graphics here are very simple, I really like the idea and the way it has been executed. This is a great example of both the successful use of music and the extension of a brand identity. The Carphone Warehouse have used the animated character 'mowbli' for several years, usually placed in real footage with actors. Here, they have kept the essence of the character, but gone for a completely different approach. 'Mowbli' multiplies, and the simple form is seen wearing many different outfits in order to illustrate the wide range of phones available, while the non-specific outline demonstrates the fact that the company is independent of the phone networks.
The music is instantly recognisable- I would think most people old enough to buy a phone would know it! The simple melody dictates the rhythm of the dancing phones, which makes an entertaining and amusing spectacle. The fact that you are not immediately sure what the advert is for (I didn't realise the character was 'Mowbli' at first, and the colours are not usually used by the carphone warehouse) is intrigueing and make me want to watch until the end. A simple message with simple graphics- I think it works.
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