Some people may wish for a different reality in troubled times. Less complicated, more limitless, happier for everyone. Perhaps that is why we are seeing more and more brand communication in which reality is supplemented and expanded with comic-like elements.
The current advert for train provider Eurostar skillfully mixes real-life scenes with manga-like sequences in which the two protagonists get closer and experience the world together - only to find themselves sitting on the train again as strangers in reality. The cartoon sequence becomes a layer of possibility here, conceivable options that we just have to take.
The slightly older Gucci Flora Fantasy spot looks even more dreamlike. With Miley Cyrus transformed into a cartoon character, the viewer is transported to an imaginary place where nature comes to overwhelming life. The surreal anime dream world is a pastel-coloured alternative to the rock video aesthetic of the real image sequences before. The artist unites these opposites in herself as a role model for the GenZ audience: Girl power and being a rebel does not exclude being emotionally tangible and fashionable at the same time.
In contrast, the horror comic aesthetic of the print campaign by pet food supplier Stella & Chewy's opens up animal perspectives: the horror that hoovers, doorbells and bathtubs represent for some pets is finally understood by masters and mistresses when they see the posters. Hopefully to comfort ‘Good Boy’ with a treat.
From a digital perspective, Nike Sport Wonderland certainly goes the furthest. The mobile game from Shanghai sets an entire cartoon world in motion through real user activities. This is not only bright and colourful - it also encourages the female target group to exercise more, is fun and increases motivation. Augmented reality and community features as well as a direct shop connection round off the whole thing. The actions of the users merge 1:1 with the comic world - a crazy gamified experience in the service of fitness and mindfulness.
And now, cartoons in brand communication? What makes creatives happy gives brands access to new target groups - and often a refreshed perspective on the product and the brand itself. The examples show how well this can work!
What is our takeout?
Why not push the boundaries of brand identity and create space for new visual approaches? Cartoon worlds at least make the risk fun!
