There are at least two sides to every story, but advertisers don’t always get to fully explore them.
It may be in part because it’s deemed too confusing; a distraction from simple narratives which are already hard enough to win an audience for. But technology continues to open new opportunities, and we’ve seen a couple of examples recently which showcase the potential.
First up, Durex have created what they reckon is the world’s first ‘dual experience’ ad. Their short film starts by inviting viewers to watch simultaneously via their Durex Explore app. It’s not much of a call to action, but if viewers do go to that effort then while the (basically boring) short film of a man delivering a package is playing, those with the app see the raunchy goings-on at the house awaiting the delivery. The cool thing is that the whole effort is designed to launch Durex’s mCommerce offering, meaning those who downloaded the app are then ready to shop. [Watch].
Honda had a slightly different approach with their effort, a trailer called The Other Side. It was made in collaboration with YouTube, and interactively runs two story lines in parallel. The first is of a family man fetching his kids from school, the second is of the same man tearing up the streets after robbing a jewellers. Users can flick between the almost perfectly synced stories just by tapping or holding the ‘R’ key – and it works well. Worth a [play].
Whether you see it as a distraction, or the chance for far deeper engagement, we suspect we’ll see more multi-narrative stories in 2015…