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Snap Out Of It!

 

Snapchat’s new brand campaign spot- a tale of two halves, this is worth a watch! 

We like very much- the idea of taking the negativity around social media head on. Less is more is always relevant, and so much so right now. 
They have really leaned into the very harsh near-dystopian worries/realities that pervade social media usage, and what it is supposed to have done (is doing) to our lives. 

 

We like- the copy & visuals in the first half, which smartly capture the vacuity of our social lives.

We like- the way it kicks off, and the audio turns the mood darker. Everything we see is familiar, yet framed in different contexts.

 

We love- the great Stevie Wonder track* that carries us through the Snap half.

 

We are on the fence- if the contrast meant to highlight the ‘purity’ of Snap is built strongly enough. Wherever Snap’s roots and intentions lie, so much of their vibe, tools and look/feel have found themselves elsewhere in our digital lives, so the distance they wish to create from social media seems a harder bridge to cross.

The campaign URL articulates the intent well, though- worth a look.

 

 

* The track is *Fingertips Pt 1 & 2*, first performed by a 12 year old Little Stevie Wonder. Brilliant!