It’s the end of the road for the Land Rover Defender, the UK’s original off-road vehicle. Introduced in 1948, the intrepid Defender became the vehicle of choice for safari guides, cattle ranchers and explorers of the rugged outback. But in 2015 increasingly tough emission standards finally put the brakes on production. Before we say goodbye to the iconic 4×4, let’s revisit one of the Land Rover Defender’s best ads, created by London ad agency, RKCR/Y&R, in 2011. The print ad shows an open passport bearing multiple passport stamps that overlap into the shape of a Land Rover making a steep uphill climb. The image embodies the go-anywhere, handle-any-terrain reputation of the brand simply, succinctly, and brilliantly.
How do you publicize something that is widely considered socially rude to talk about? It’s okay to urge people to get regular dental exams, annual mammograms, eye tests, and melanoma check-ups, but suggesting the need for a rectal exam is usually not well received (and often not meant in the kindest way). Yet colon/rectal cancer is the second most deadly cancer in America. Ironically, it is also one of the most treatable types of cancer if detected early through regular rectal exams. Meredith’s Miracles Colon Cancer Foundation wanted to bring these facts into the public discussion and asked the ad agency, FCB Chicago, to raise awareness through a public service ad campaign. FCB delivered the warning to Chicago commuters by selectively posting ads on the back side of bus seats. In this case, the placement of the ad is the butt of the joke.
Viewers hate YouTube preroll ads, those irksome commercials that run before you get to watch the real YouTube video you want to see. One survey revealed that 94 percent of viewers will hit the “Skip Ad” button as soon as it appears. But advertisers keep sticking their commercials up there, presumably in the belief that the few they don’t annoy will embrace their message fondly and run out to buy their product.
This brings us to the Geico preroll, created by The Martin Agency in Richmond, Virginia. In a YouTube ad campaign that can only be viewed as experimental, the car insurance giant crammed its ad message into the critical first five seconds, and then spent the next 60 seconds having the main actors freeze motionless, while absurd actions happened around them. The only mention of Geico was the brand name that stayed on the screen. I didn’t get it, but thought it was funny anyway. I watched it three times to see if I was missing a deeper message. The only thing that annoyed me was that a preroll ad for another product ran before I could watch the Geico ad. I hit “Skip Ad” on that one as soon as it let me. Read More »
Is the fact that an ad is memorable the same as it being effective? This is a discussion that I had with the young designer who works with me on this blog. He loved this Schick razor print ad, created by Y&R in Auckland, New Zealand. I found the furry creatures clinging to the models’ chins kinda creepy.
Young hip male designer argued: “It’s very effective; it’s gone viral.”
Old female editor said: Who are the target customers? Lumberjacks, mountain men and Arctic explorers? The average guy in an office doesn’t have that much facial growth. In fact, they like to have a little stubble like they were out partying all night and didn’t go home to shave.
Young design argued: It got you to look. It drew eyeballs to this ad.
Old female editor said: Show me what the men look like after they have shaved and I’ll tell you whether I like the product or not. Show me the sales spike.
And so it went. Here it is. The vote here is a tie. Is an ad that lots of people look at and tweet about better than one that shows the effectiveness of the product? The jury is out on our end. Decide for yourself. Read More »
Except for the fact that this print advertisement for Max Shoes calls to mind the American idiom “Put your foot in your mouth,” it is a clever way of putting a face on different shoe styles.
Created by Swiss ad agency Jung Von Matt/Limmat, based in Zurich, the tagline for the Max Shoes ad campaign reads, “You are what you wear.” The model’s wrist is dressed up like a neck collar to suggest the type of wardrobe that works well with that shoe style. It also suggests the personality of the wearer and the social occasions for which it may be suited, and it gives the prospective customer a facial identity. It says a lot in a single shot. The campaign was art directed by David Hanselmann with creative direction by Alexander Jaggy and photography by Mierswa & Kluska. Read More »
When you think about it, a cupcake is just a tiny cup-size cake, but for decades, it was thought of as just a treat for children. Serving cupcakes at a wedding or formal reception, say, would be viewed as gauche. In the 21st century, however, cupcakes have come of age. They come in “mature” flavors like chai latte and cost about what a small cake would. Public perception of cupcakes is changing, and Petits Gateaux, a cupcake boutique in Canada, is repositioning cupcakes as an elegant, sophisticated dessert suitable for grand occasions. Montreal-based creative agency Pheromone developed this print ad campaign for Petits Gateaux, pairing cupcakes with romantic and celebratory moments.
This Pepsi Max commercial has almost nothing to do with its soda products, but if its purpose is to get people to watch, it succeeded. London-based creative agency Harriman Steel constructed this Pepsi Max promotional stunt to celebrate the New Year. They did that not with the usual New Year’s fireworks but with an explosion of ping-pong balls and mousetraps. As a symbolic gesture, they set up 2014 mousetraps and 2015 ping-pong balls, using one to trigger a chain reaction of snapping traps and ricocheting balls. One ping-pong went like a hole-in-one down the center of the Pepsi logo, and set off a festive confetti-like rain of balls in Pepsi’s signature colors of blue, red and white. Except for one Pepsi Max can on a shelf in the “background,” no product was shown. But the spot was fun to watch and there was no doubt that it came from Pepsi.
Created by Wieden & Kennedy London and directed by Dougal Wilson at Blink, “Lurpak Cook’s Range: Adventure Awaits” is the latest episode in a series of commercials that expose home cooks to the exhilarating universe that they have been yearning to explore. This 60-second epic journey opens to the majestic strains of the soundtrack from Stanley Kubrick’s “2001: A Space Odyssey” and closes in tightly on a mysterious landscape of bumpy cauliflowers, gnarled ginger outcroppings, an artery of pomegranate kernels, and membranes of flaky bread.
It’s bold. Challenging. Heroic. It’s all about butter and cooking oil! This ad for Lurpak, maker of premium Danish butter and cooking oils, is intended to inspire and encourage intrepid cooks to venture forth and discover new culinary frontiers, secure in the knowledge that Lurpak butter won’t let them down.
Aurora Vinicola, the biggest winemaking cooperative in Brazil, took a direct approach to recommending wine pairings in these print advertisements created by the agency Dez Comunicação in Porto Alegre, Brazil. Photographer Pedro Minanez and illustrator Miagui Imagevertising did some “photoshop” collaboration to suggest that when poultry, fish and beef are served with the right wine, the occasion becomes even more delightfully festive. Read More »
Fresh on the heels of last year’s titillating Kmart Joe Boxer pelvic jingle choir comes this holiday’s belly-beat encore. Avoiding some of the flack they took for featuring handsome young men who looked like they were hired from the Chippendale chorus line, this year ad agency FCB/Chicago chose a not-so-buff, beer-belly cast dressed in Joe Boxer pajama bottoms. Instead of naming the spot “Show Your Joe” like last year, the sequel is called “Jingo Bellies.” Either way, the commercials are funny, and a refreshing change from the usual cloyingly wholesome holiday ads showing loving couples in ski sweaters drinking hot chocolate by a roaring fireplace.
Lasso Tyres, based in Turkey, chose a novel way to urge customers to be prepared for winter weather by linking their treads with threads. Designed by Happy People Projects creative agency in Istanbul, these print and outdoor advertisements invite the viewer to make the connection between deeply grooved tires that will hug the road even in the worst weather and very pronounced knit sweater stitches. Very clever and memorable.
This poster has a history that spans decades and continents. It started in 1952 when American photographer Harold Feinstein created a photomontage of Brooklyn’s Coney Island Boardwalk that looked like a music score. Sixty years later on the other side of the planet, someone at Havas Worldwide Turkey in Istanbul flashed on Feinstein’s photomontage while brainstorming ideas for a print ad for Acik Radyo, the only non-state-owned radio station in Turkey. Acik Radyo covers global social and cultural issues and airs all types of music from around the world. Its motto is “Open to all sounds of the universe.” Feinstein’s artistic photomontage perfectly expressed the theme “Music of the People.” The poster was a big hit and went on to win multiple prestigious international honors, including the Cannes Gold Lion and Epica Grand Prix award.
Assignment: Develop an ad campaign for an appliance that extracts juice from raw fruits and vegetables.
There are so many cliché ways to sell such a product. Show a “loving mother” in the kitchen making nutritious juice for her adorable kids. Feature a young athletic type fixing his own power drink. Do a close-up of the appliance with tantalizingly colorful juice pouring from its spout. Or buy time on a TV shopping channel with a fast-talking telemarketer demonstrating how easy it is to juice anything from a turnip to an artichoke and shouting at the invisible television audience that only three products remain, so call in now.
Or you can take an entirely fresh and novel approach and not show customers, juice or even a close-up of the product. That’s the approach that ad agency BBDO Proximity Bangkok, Thailand chose for Tefal Juicer. The photographs of vegetables and fruits about to burst into liquid form are intriguing and beautiful, and so much more interesting to view. Read More »
This public service ad by the World Wildlife Fund in Belgium needs no translation. Created by VVL BBDO in Brussels, “The Melting Earth” ad is a metaphor that works across all cultures and even communicates in a way that children can understand. The text in the boxed space warns: “The first signs of global warming are now clearly visible. We urgently need to limit greenhouse gas emissions. Nothing and no one will be spared from climate change….” As much as the image communicates the point instantly, what’s needed are follow-up ads/posters/booklets that spell out pragmatic steps that each individual can take. It’s not just a a problem for the world or a nation to solve. It demands action on all of our parts. But the public needs more guidance on what we as individuals can do to lick this problem before we suffer an irreversible meltdown.
TNT Express, the Netherlands-based international courier, launched a global campaign to rebrand itself as “The People Network.” Its TV commercials drove home that point by making a delivery truck (cab, frame, tires and engine) literally out of people. Directed by Mischa Rozema from PostPanic and created by Amsterdam agency Etcetera/DDB, the 60-second spot is an incredible feat of creative imagination, Czech stunt team agility, and seamless CGI magic.
Consumer focus groups have long been a mainstay of marketing research. It’s a great way to gather user perceptions, opinions, beliefs and attitude about a product. Chicago ad agency O’Keefe Reinhard & Paul pulled together a panel of mostly four-legged consumers to roll out Big Lots’ line of pet supplies and toys. Two improvisational actors served as panel “facilitators,” conducting a tongue-in-cheek user opinion survey. The panel of dogs and cats weren’t exactly forthcoming in their preferences, but they did give the discount retailer an opportunity to show the vast and varied range of pet products it sells. Read More »