Miikka Lommi
Director
Picture by Risto Vauras
How to succeed in the new era of moving image?
December 18, 2024
Director Miikka Lommi gives five tips for standing out.
Sanoma’s new advertising spot sends a message: Advertiser, welcome to the new era of moving image.
Sanoma offers comprehensive
tv & video solutions for various advertising needs,
both nationally and regionally. With moving images, you can find new customers, build and strengthen brand images, and increase sales.
Miikka Lommi, the director of the commercial, describes the new era of the moving image like this:
“Today, the moving image is not restricted to any specific location; instead, it is ubiquitous and present in different durations and formats. The kind of storytelling that we once got used to on linear TV is now scattered across various locations.”
According to Lommi, the new era constitutes an interesting, unchartered territory that we are about to enter.
"Marketers should have their ear to the ground and focus on who they are talking to, while being bolder about allowing their own voice and brand to show. Long-term brand building is not that common nowadays. We're all so used to seeing images that not just any image will do. Being distinctive and having your own voice is increasingly important.”
Attention needs to be earned
Lommi originally entered the industry as a music video director. His work includes Bomfunk MC's music video Freestyler.
“Music videos don't have a ready-made placement, so attention needs to be earned. By making music videos, I have learned to consider how to capture attention.”
How to stand out?
"Close-ups of a person always work well", replies Lommi. “People are interested in other people. That will never change. Also, POV narratives in films are trending right now. The power of music is not likely ever to dissipate.”
According to Lommi, casting was emphasised in Sanoma's spot, and numerous people who have not been seen in advertising before were picked for it.
An unusual direction of movement is also a good way to stand out. In the Freestyler video, Lommi used an image played backwards, an artistic device that he still uses occasionally.
Moving image is increasingly watched without sound, which has a huge impact on the making of advertising spots, according to Lommi.
“There is no point in creating expansive establishing shots. They just make people move on pretty quickly. I would recommend thinking about different cinematic devices, such as images running backwards or upside down. For example, Arla's ad features a child who is upside down. A funny picture immediately captures your attention and works really well even without sound. The story is certainly always important, but it is also important to present scenes and situations using close-ups.”
The fifth trick for attracting attention is a genuine emotional reaction.
"When it comes to emotions, I wish that advertising was bold enough to display the whole array of emotions. The situation in the world is what it is and joy is needed, but not everything needs to be approached in a light-hearted manner.”
Create your own trends
Lommi bemoans the loss of originality in advertising, which has led to everything looking pretty much the same. The drawback of being a follower of trends is that you are always a little late. You can create new trends through your own ideas and observations of the world.
“Anyone who buys or does advertising can do this.”
Original ideas and vision will disappear when you start following others too much.
"Sometimes it feels like advertising is going in a different direction from where you would like it to go.”
Mikka Lommi's favourite among recent advertising films is Pågen's series of commercials .
“I like the series because it has something to say about this period in time. It's funny and also comical.”
What about your own work?
“You're as good as your last job. Sanoma’s film is really great. It's my new favourite. It also looks new and provides insight into the new era. If I had to pick something else too, I would choose the Kodin Kuvalehti magazine’s ad. The story of the ad is true and it mixes different techniques, which makes it stand out from all the other commercials. I would like to see a lot of new and ordinary faces of all appearances, including tired faces, in advertising. After all, that's what all of us usually look like.”
Advertiser, welcome to the new era of moving image!
Further Reading
How do you ensure the effectiveness of your marketing and determine the right metrics to use? Sanoma’s 10+1 Pillars of Effective Marketing outline the key aspects to consider and double as a promise to our customers. This is marketing, the Sanoma way.
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Marketing effectiveness relies on understanding your target audience and the market. This is especially true when making an entry with a new brand or concept. Sanoma’s experts share a simple and scalable method for building advertising success from the ground up when your plan is to enter the Finnish market. The three-step model for market entry helps you lay solid foundations for effective campaigns and content. When done right, the process becomes an iterative cycle that adapts to different needs. ”The idea is not to go through the steps and call it a day, but to begin with insight and strategy, create content for your chosen media, and finally measure and learn before starting again with a refined plan,” says Tiina Virtanen , Head of Insight and Marketing Solutions at Sanoma. Thorough groundwork brings results on campaign level. To recognise and demonstrate those results, you need clear, measurable objectives. ”If you base your strategy on a hunch or pick a goal that is too vague, such as simply entering the market and growing brand awareness, it’s hard to measure success and develop further. A clearly defined goal allows you to align your content production and prove the effectiveness of your advertising,” says Sanoma’s Director of Video Sales Anssi Heikka . Step 1: Fill knowledge gaps with research and insight Contrary to popular belief, Finland is not a miniature Sweden. The unique nuances of the Finnish media environment as well as the way Finns use media and relate to advertising make it worthwhile to put effort in research. “Start by taking a moment to consider your existing knowledge. Are there any blind spots that need addressing?” Virtanen suggests. Sanoma offers a multitude of ways to better find and learn about your audience: Eight media consumer segments based on Sanoma’s research help you scope out your potential audience and learn about their media use. Brand Tracking gives you a clear picture of how your marketing actions affect your image and brand awareness. The Audience Reporter reveals new approaches or previously overlooked potential by shedding light on the characteristics and interests of those who clicked on your advertising. Measuring the creative execution and effectiveness of your advertising across media helps you refine future campaigns. A tailored research project provides the answers to your most pressing questions regarding the market and your target audience. It offers useful data for launching a new product of brand, pre-testing marketing or getting to know a specific target group. “The benefit of working with Sanoma’s experts is that you have a professional by your side to interpret the data and translate it into suggestions for your next marketing actions,” Virtanen shares. Step 2: Invest time in strategy and create authentically local content The age-old challenge in marketing is finding the intersection of your favourite topics and what your audience wants to see. “There are no shortcuts to finding the advertising sweet spot. You need to first locate your audience, understand their interests and figure out the topics your brand should own. Time invested in creating a strategy is time well spent,” Anssi Heikka explains. When it comes to concepting advertising in Finland, authenticity and Finnish content are the way to go. Locally made content has proven time and time again to be more effective than that localised from international (or even Nordic) material. “I like to say that Finland is the European equivalent of Japan in that we have a distinct language and a culture formed in the intersection of east and west. Because of this, the Finnish consumer tends to quickly recognise if so-called local advertising is actually that,” Heikka says. Step 3: Boost your message with a cross-media approach By the time you have gone through steps 1 and 2, you will have a deep understanding of the market and your audience, a content strategy and a set of campaign materials ready to go. When you are ready to launch, make sure to pick more than one channel to advertise in. According to Sanoma’s research, every added channel results in an image lift of 13 per cent and an activation lift of 15 per cent on average. “Going cross-media is a way to make sure your target audience comes across your message throughout their day. This is ever more important as media use gets increasingly fragmented. When you have already invested in a campaign, it’s no use only choosing one channel,” Tiina Virtanen states. Having a single team to lead you through the entire process makes life simple and ensures a smooth flow of information. Sanoma’s 500+ professionals are there every step of the way from information gathering to content creation.
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