But does it work?

Does animation (and emojis) work in advertising?

Does it work to use animation as an advertising technique?

Oxford recently announced that its “Word of the Year” is no word at all, but rather the “tears of joy” emoji.

Coke, MTN and a number of other brands are using emojis in their ad campaigns.

Is this just a neat way of not having to coax a performance out of real actors?

Does it trivialise brands?

Does it make global campaigns easier to execute?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice for his weekly advertising feature entitled “But Does It Work?”.

Scroll down for quotes from the audio below.

Advertising borrows from the culture of the time.

Andy Rice (branding and advertising expert )

Often it’s about creating a character.

Andy Rice (branding and advertising expert )

Animation allows you to do things you can’t do with real people.

Andy Rice (branding and advertising expert )

Animation goes wrong when it’s irrelevant for the brand or if it trivialises it.

Andy Rice (branding and advertising expert )

Animation works if it’s relevant.

Andy Rice (branding and advertising expert )

Animation can get you around language and translation problems.

Andy Rice (branding and advertising expert )

I love the Cadburys triplets in the womb.

Andy Rice (branding and advertising expert )

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