A Christmas Ad Evokes Don Bluth's Style
The supermarket chain Coop in Norway and Sweden launched a Christmas campaign that stands out for its visual aesthetic. The spot, titled The Christmas Fox, deliberately draws on the visual language characteristic of the legendary animator Don Bluth. The production was handled by the Norwegian studio Hocus Focus and features a simple but effective story about a fox that helps a child 🦊.
A Technique That Honors the Classics
The production team chose to replicate the process of traditional 2D animation, moving away from contemporary digital methods. This approach aimed to capture the essence of iconic films like An American Tail or The Secret of NIMH. To achieve this, they implemented a handmade workflow that prioritizes organic texture and fluid movement.
Key Details of the Creative Process:- They created the backgrounds using watercolors and pencils to obtain a unique pictorial feel.
- They drew each frame by hand, digitizing the work only in a later stage to preserve natural imperfections.
- Director Kenneth Ladekjær emphasized that the goal was to convey warmth and a certain imperfection that defines the charm of old animation.
We wanted to capture the warmth and imperfection that define those old films. - Kenneth Ladekjær, director.
The Audience's Emotional Response
The ad quickly went viral on platforms like social media. Many viewers expressed that the visual style generated a powerful emotional connection, evoking vivid memories of their childhood. This phenomenon demonstrates how a specific aesthetic choice can resonate deeply with a broad audience.
Elements That Drove Its Impact:- The warm color palette and theatrical lighting, distinctive hallmarks of Bluth's style.
- The simple and emotional narrative, centered on help and Christmas magic.
- The contrast between the "obsolete" technique and the modern commercial context, which proved to be an effective hook.
The Commercial Value of Nostalgia
This project underscores an interesting paradox in the industry: a style that Hollywood considered obsolete decades ago reveals itself as an extremely powerful marketing tool today. Coop's campaign proves that the visual language of traditional animation retains intact its ability to communicate, evoke emotions, and ultimately, sell. The old, in this case, becomes the best commercial hook 🎄.
