Disneyland Paris released today the awaited first official Ad for the Ratatouille ride. The Ad is already aired on french TV and Pixar Animation Studios did special animation for it. It's a 30 sec Ad and you'll probably think it's short but it's a timing specially done for an Ad to be aired on TV... and to don't cost too much as the price for a 30 sec Ad on french TV channels is generally very expensive. We probably can expect a longer one to be shown in movie theaters.
That said, there is a problem with this first official Ad. It's not coming from Pixar animation who did a great job as usual with the new sequences; it's not coming either from the fact that the Ad is not filmed in the ride itself as we can understand why they couldn't do it, specially with 3D projections. The problem, i think, is that the message about what the ride really is is not perfectly clear for someone who've never heard about the attraction. You and I know that we will have the feeling to be reduced at the size of a rat and, although this DLP Ad try its best to show it, it's not clear enough and i'm not totally sure that non DLP fans guests will understand it instantly. Either an off voice or some text at the end is missing. They could could have put an explicit line instead of the weak "l'expérience à ne pas rater" ( "the not to be missed experience" ) on the last shot.
The other problem is that the Ad suffers ( unvoluntarily ) of the fans Ad directed by Johan Souply released three days ago. If you have a look on the Facebook page of Disney Central Plaza forum almost everyone hates the new official Ad and prefer the fans Ad! Which mean that there is obviously a problem somewhere... But to be perfectly honest the Ad done by Johan - that you can see below if you've not seen it yet - last two minutes, so one and half minute more than the DLP Ad which gives also more time to do something great... and definitely more effective.
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Ad Videos: copyright Disney or Johan Souply
4 comments:
Having worked in an AD agency, I think the short clip is far from bad. To me, it makes perfectly clear what the attraction is about without giving away too much. And the word play on "Rat" (Rater) - silly, but why not... Fans need to differentiate btw "great" Ads (the one which win prices in Cannes) and efficient Ads (the ones that actually sell). Usually, the "lame", "boring" ones do the selling,while the "great" ones please the critics, but do not achieve what they are supposed to do. That is, of course, an over-simplification, but there is still a lot of truth in it.
It looks amazing and I can't wait to ride it. Quite interested in the effects
I haven't followed this rides construction very closely but at my first time seeing the ride vehicles, I have to say that I'm disappointed. The ride vehicles look very generic and not Disney at all. They could have done way better (alice in wonderland, Peter Pan's Flight etc...)
I didn't think that the official ad was bad, but the fan made one is certainly better!
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