Two films seen in the same sequence of cinema ads.
Both attempting to influence audience behaviour.
Both adopting a “stick” approach.
Both showing the potential consequences of failure to comply with said behaviour.
But one ad beats you over the head with a shitty stick from the “woe betide you” school of advertising.
The other is a witty stick whose humour, humility and emotional intelligence actually makes it feel like a carrot.
I’ve never pirated a movie in my life, but that first ad appeals to the anarchist in me and actually makes me want to pirate something out of spite.
I go to the cinema to escape and enjoy myself, not to be lectured and hectored by some nanny state quango.
The anti-piracy ad made a captive cinema audience feel like a trapped audience.
Whereas lots of people laughed at the Orange ad.
It made its point.
But more importantly it made a captive audience a receptive audience.