Evolution commercials tell a great story

Commercials must have a natural storyline that's understandable and can be followed easily by the audience. There are a lot of really artistic spots that do this and although I question how effective these commercials were at actually contributing to an increase in sales, they're gorgeous to watch and really inventive.

JOHNNY WALKER



SATURN



GUINNESS



The Guinness clip is fantastic - I like how the product is clearly presented from the beginning and as the commercial progresses the audience is left guessing about not what the product is, but where the guys are going to.

The Saturn clip is eyecatching, but I really don't see the link to the brand. It's also probably too sexual for the blobby functionality of most Saturn cars.

The Johnny Walker clip confuses me. The commercial has nothing to do with the product or the lifestyle. It has to do with a tagline. How can you tell? Well, let's say we kept the tagline 'Keep walking' but that the brand wasn't Johnny Walker, but rather Nike. Or maybe some life insurance company. There's nothing unique about the premise but still it won a bunch of awards for the direction, CGI, and music. Bizarre.