Altron launches emotionally charged new commercial
Altron’s new television commercial uses an emotional storytelling technique to illustrate the extent to which technology has become pervasive in our lives
The problem with many brands in the information technology space is that they battle to connect with the consumer. One technology company that is consciously trying to engage with consumers is JSE-listed Altron, which recently launched an emotionally charged television commercial detailing the intricate relationship between human beings and technology. The commercial tells the life story of a character, Lerato, from her birth, through her childhood to the time she gets married and starts her own family. In the process it illustrates the extent to which technology is intertwined with our everyday lives. Rather than focusing on the company’s services, the commercial uses an emotive storytelling technique. The viewer believes Lerato’s life story is being narrated by her father, and it is only towards the end of the commercial that it becomes clear that the storyteller is actually the technology. The commercial, which is the work of Joe Public, was launched on digital and social media p...
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