Why Animation is the Unsung Hero of Smart Communication
Let’s be honest. Most people don’t get out of bed in the morning excited to learn about plughole unblocker. Or safety protocols. Or cleaning schedules. And yet, this is the kind of information businesses need to communicate — clearly, effectively, and ideally without sending their audience to sleep.
Enter: animation.
At Carse & Waterman, we've spent years turning "dry" into "delightful." And it all started, in part, with a plughole.
Back in the early 2010s, Buster’s — makers of plughole unblocker and champions of household hygiene — asked us to help explain a surprisingly complex point: why their product needed two unblockers, not just one. It was a chemistry story, sure, but also a branding story. And no offence to the gunk living in your U-bend, but it wasn’t exactly glamorous.
So we did what we do best: simplified the science, wrapped it in visual metaphor, and injected a bit of charm. We animated the process in a way that made sense, looked great, and crucially — stuck in people’s heads. The result? A memorable, shareable piece of content that got people talking about plugholes. Voluntarily.
Animation isn't just about cute characters and swooshy logos. It's a tool — one of the most powerful ones in the communicator’s toolkit. Here’s why:
1. It Simplifies Complexity
You can throw a PDF at someone. Or a 20-slide deck. Or a lovingly worded memo. But people remember stories, not stats. Animation lets you break down difficult concepts — like how dual-action drain cleaner works — into something visual, digestible, and even fun. When used right, it's like visual shorthand for the brain.
2. It Makes Boring... Less Boring
There, we said it. Some subjects aren’t naturally thrilling. Cleaning products. Data security. Internal policy updates. But when you frame them as a visual narrative, suddenly there's something to engage with. Animation brings tone, pace, personality, and a touch of surprise. It gives the viewer a reason to keep watching.
3. It Builds Brands Visually
Consistency is key in branding. Animation lets you craft a recognisable, ownable style that becomes shorthand for your message. Whether it’s through a signature character (like our plasticine pal I-Me) or a bold graphic style, animated content helps cement your brand identity in people’s minds — especially across digital channels.
4. It Works Everywhere
Need a social media ad? An explainer on your website? A loop for your trade show screen? Animation adapts. It’s format-friendly and future-proof. And unlike live action, it doesn’t age badly or require a reshoot every time someone changes their job title.
Case in Point: Making the Mundane Magnetic
With the Buster’s advert, we showed that even the most everyday topics can benefit from high-quality animation. Viewers didn’t just learn why the product worked; they felt like they understood it. That’s the difference.
It wasn’t just a product demo. It was storytelling. Visual clarity + emotional tone + engaging delivery = communication that sticks.
And in a world where attention spans are shorter than a cat video on TikTok, that stickiness is golden.
So Why Aren’t More Businesses Using Animation?
Honestly? A few myths still float around:
"It’s just for kids."
"It’s too expensive."
"It’s not right for our industry."
But we’ve animated everything from health and safety to financial planning to corporate training. And time and again, animation has proven to:
Increase engagement
Improve information retention
Strengthen brand perception
Make people actually want to watch
The real question isn’t "Why use animation?" — it’s why not?
In a world overloaded with information, cutting through the noise requires more than facts. It requires thought. Style. Empathy. Animation shows your audience you care enough to communicate clearly, creatively, and on their terms.
So whether you're selling unblocker, delivering safety training, or launching your next big idea, consider this:
If it matters enough to say, it matters enough to animate.
Want to see what animation could do for your brand? Let’s chat. We promise not to bring up plugholes. (Unless you want us to.)