The elephant is foxed! But only for a minute. It pushes a tree over the chasm, bridges the gap and thunders on, across the divide.
The Accenture ads featuring animals arrest attention – they have a twist in the tale, an element of surprise that drives home the message of high performance.
Accenture is not the only company that has borrowed communication themes from the animal kingdom. From events like the Commonwealth Games to brands such as Hutch and Alpenliebe, animals have been featured in a range of communication material: as icons, logos, and in advertisements.
What makes these fellow dwellers of our earth ideal for communication campaigns?
To begin with, we relate easily to animals. And also associate each animal or bird with a few traits. The lion is an example of leadership, pride and majesty; the elephant of strength; the eagle of keen vision and ability to soar – we’ve known this since we were kids. So, it’s easy to extend the association to images on screen, or in print.
Plus, some animals evoke exactly the response desired. It’s “so sweet,” or “so cute.” A kitten jumping playfully to reach a jar, a dog looking at you with beseeching eyes, all tug at the heart strings. You are bound to remember these ads – that’s higher brand recall for an advertiser.
Bring in an unusual visual or make your animal protagonist do something different, and these ads too are sure to get a second look. You can’t easily ignore an elephant riding the wave on a surfboard, or a pup warning you about the matron doing her dormitory rounds.
And if you want a brand ambassador who won’t get mired in controversy or endorse a confusing mix of brands, you’ve got it in your animal icons. The tiger won’t be hounded by a scandal and the pup will be the face of your brand, exclusively.
