Imaginary Forces is a design firm who does commercial advertising, feature films and film marketing, television, architectural spaces, and global brands since 1996. Imaginary Forces created a TV commercial advertisement for the Reily Foods Company in a project that was called the “Blue Plate Mayonnaise – Recipe”.
The creativity of the ad of only using animated illustrations to tell viewers the story of how the Blue Plate Mayonnaise recipe was born is very entertaining. The story covers how the recipe was discovered and how it has been going around the world saving the sandwich from extinction and by improving the taste of food. I find the music, the characters, and the design in general very successful because they evoke the feeling of the 19th century. Even a scroll is used when it mentions that the recipe was discovered years later after it was invented. The introduction starts with the blue plate mayonnaise logo and the words “Legends worth spreading”. After the intro there is an interesting open curtain transition which introduces the viewer to the story. The timing of the animation and the narration are well timed which makes the story short and very clear. I believe that the target audience is both adults and children because even though the animation seems like something for kids it is still teaching adults the origin of the Mayonnaise in the U.S.
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Lurzer’s Int’l Archive Advertisng Worldwide Oct. 2012: Vol.5. p139. Print.
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