Icepics to promote animation use in ads

Independent animation studio Icepics has kicked off a campaign to boost awareness of the animation industry among advertisers and brand managers.

The studio behind award-winning animations such as the recent Tom and Jerry TV spot for the Ford Mondeo, is aiming to convince advertisers that animation is an effective creative tool in TV advertising, and to raise awareness of the benefits of the traditional animation process.

It has drafted in start-up agency Threepipe Communications to spearhead the campaign, marking the first time Icepics has sought external PR support.

Threepipe co-founder Jim Hawker said that recent advances in computer-generated animation, used regularly by Hollywood in such epics as The Lord of the Rings trilogy, had overshadowed the hand-drawn work of studios like Icepics.

‘We will try to explain the benefits of hand-drawn animation rather than computer-generated animation. Despite perceptions of it being a labour-intensive process, which it certainly is, it is actually a cost-effective one,’ he said.

Icepics has an exclusive arrangement with Turner Broadcasting to use characters from the Cartoon Network in ads. These include Tom and Jerry, Scooby Doo and Johnny Bravo.

Threepipe’s brief covers the UK and pan-European advertising markets. Hawker said that raising the industry’s profile with the trade press would be the first aim of the campaign, which will include promoting recent and current TV ad campaigns by Icepics that demonstrate the medium’s versatility.

It will then target the national press, key to which will be Icepics CEO Mike Davis, who still works as an animator and will be put forward as a champion for supporting greater use of animation in advertising.

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