In the early 1930s, advertisements were mostly live television broadcasts in which viewers usually learned that they should buy a product. There was no great creativity involved. Animation was still in its infancy and mostly reserved for comic strips or short sketches in the first cinemas, which were called nickelodeon. The amazing potential of art and animation in the world of advertising was not discovered until the 1940s. One of the earliest recorded animated adverts is a short film that advertises contributions to send matches to soldiers. The ad titled Matches an Appeal was created by Arthur Melbourne-Copper. The spot uses stop motion to illustrate a matchstick man spelling out the company name. It is considered not only the earliest advertisement but possibly the first example of a fully animated film.
By today’s standards, this short advert is very primitive, but it surprised and amused viewers at the time. The exact date of its creation is unknown, but it can probably be placed somewhere around 1899. This ad was a rarity at that point. Animation was expensive and considered to be impractical, so it was not common back then.
With the development of technology, everything has changed. Animation and special effects have become a common part of television advertising. The reasons are obvious. Animation in advertising has many advantages – it brings originality to advertisements and enables brands to stand out from their competition. Animated ads can breathe life into creative ideas and convey advertising messages in a fresh and entertaining way.
Tourism is one of the areas where animated adverts are particularly successful. This is because they allow brands in the travel industry to step out of the box. Let’s take a look at some of the successful animated ads from the travel industry.
At Emirates, you can buy nicer kids
This great animated Emirates Airlines ad consists of two halves. The first represents every parent’s nightmare – annoying, bored children, mess, and angry passengers. The latter half offers a solution – flying with Emirates. The advert attracts viewers with its compelling animation style, holding their attention and presenting the brand image of Emirates Airlines as a family-friendly company.
Video: Emirates Dept. of Family Travel
With Airbnb, you get rid of the kids completely
An ad for Airbnb, a vacation home rental company, revolves around children. In a short ad, it convinces viewers who want to enjoy a child-free holiday that renting a villa with a pool is a better option than staying in a hotel with a pool full of other guests’ screaming and splashing children:
Video: Get an Airbnb, and get a place to yourself
Another animated Airbnb ad is in a similar vein. The impressive miniature backdrops are reminiscent of Mattel’s Polly Pocket toys, and cleverly combine 2D and 3D animation to transport viewers to an animated but believable holiday destination.
Video: Get an Airbnb, and stay together for less
Travel Oregon exaggerates only slightly
“Based on actual events. More or less.” That’s what the Travel Oregon tourism commission’s ad says. On the wings of animation, the impressive ad transports viewers to the wonderful world of the western U.S. state of Oregon and claims that when you visit Oregon, you will see things that seem unreal... The ad supposedly exaggerates only slightly:
Video: Only Slightly Exaggerated | Travel Oregon
Heathrow Airport offers poignant returns
The Coming Home for Christmas campaign was launched in the UK in November 2016. It was created for Heathrow Airport by Havas London. The main idea of the ad is that coming home for Christmas is a better gift than anything you can give your loved ones. The two aging teddy bears – the main characters of the emotional ad – are really touching. The mood is underlined by the soundtrack of I’m Going Back by the English pop-rock duo Chas & Dave.
Video: Coming Home for Christmas | Heathrow Airport
Hilton in the metaverse with Paris Hilton avatars
With the help of one of its most famous ambassadors, heiress and media manager Paris Hilton, who has lent her voice and likeness to digital avatars, Hilton has ventured into the realm of the metaverse by integrating the brand into the world of Slivingland on Roblox. The immersive Hilton hotel lobby in Roblox allows users to earn free digital items and real-world benefits, such as upgraded Hilton Honors status and Hilton Honors points, through in-game challenges.
Video: Hilton - Stay like Paris Hilton on Roblox and earn Hilton Honors Points in Slivingland
De Lijn advises: Travel by bus, preferably in groups!
Belgian public bus and tram company De Lijn is clear when it comes to travel in Flanders, and its advert promoting the fact that it is definitely safer in groups is absolutely disarming:
Video: It's smarter to travel in groups
Escape of the belly to Vienna
The decision to lose weight can be selfish in certain circumstances. What should an unhappy belly do when its owner suddenly doesn’t care about it? In the following spot, the unwanted belly takes to the streets of Vienna and tries to forget the dear man who has treated him so harshly. Together with the belly, we can explore what Vienna has to offer to all tourists. Amazingly original ad!
Video: What does a Belly do in Vienna?
The Philippines is about people
Finally, let's take a look at a commercial that really stands out. Although it is not animated, it still deserves to be included in this selection because it is equally effective and truly original. The main idea of the Philippine ad is that the people make the destination. “To make a tourism ad you won’t skip, we skipped the ordinary... we skipped the sun, we skipped the sand, we skipped the actors, we skipped the drone shots, we skipped the pop songs, we skipped the special effects,” the video declares. All of this was skipped in favour of “the people who have always made our destinations more memorable and more fun.” The ad is based on images of people performing Cirque du Soleil-style acrobatics. The group transforms into hills, waterfalls, mountains, an ancient building, and even a giant bird of prey before turning into an ocean with a surfer riding the waves. In addition to the human imagery, the destinations can be discerned from the soundtrack. This was recorded in 23 locations in the Philippines. One can hear, for example, the waves from Samar or the instruments of the T'boli tribe from South Cotabato. The video has stereo sound, and it is better to put on headphones to listen.
Video: The People Make the Destination
Incorporating animation and live visuals into tourism advertising campaigns can deliver a memorable and immersive experience for audiences, presenting a disruptive opportunity for the travel industry. Animation offers a way to ensure that an ad spot is not boring and forgettable and does not get lost in a sea of other travel ads that are all alike. Animation is a game changer, which goes double for the travel industry.
