It is a match-three mobile game, similar to Candy Crush, developed by the Danish company Tactile Games. Lily’s Garden is not some cinematic experience, or a Pixar movie taking a surprising dark turn like in the first minutes of Up. Below appears an enormous button enticing the viewer to “PLAY NOW.” And then the title appears: the cheery Lily’s Garden logo appears floating over her slumped body. A devastating tale of love and loss told in just 11 seconds. In the next shot, he speeds off into the sunset on a scooter, and then we see Lily, sitting on the porch, sobbing into her hands. Lily tells him the news and he spits out his coffee. In the next shot, she brings the results to her chiseled-jaw boyfriend. The most famous ad for Lily’s Garden, told with stiff 3-D animation like a mid-budget kids cartoon, goes something like this: We see Lily, a plucky young woman with thick-rimmed glasses, gazing with excitement at a positive pregnancy test. As Stravinsky once wrote, “The more constraints one imposes, the more one frees one’s self of the chains that shackle the spirit.” Such is the case of Lily’s Garden. These constraints can also lead to some creative and uncanny forms of advertising. If it’s a video ad, the best examples are usually short, punchy, and tell a story on mute, luring a viewer in the split-second window before they scroll past. All successful online advertising must follow the constraints of the platform it appears on. Sponsored posts that appear in social media feeds are targeted and calibrated to a certain audience.
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