When you think of it, words get in the way of appreciating typography. You find yourself reading what’s said and paying scant attention to the characters from which the words are composed. In fact, idiosyncratic typefaces can be distracting and irritating if you are trying to read long passages. Type should affect the reader on a subliminal level, adding to the reader’s enjoyment, not stressing the eyes or competing for the reader’s attention. But as graphic forms, typefaces can be beautiful, elegant, whimsical, futuristic, historic, geometric, sculptural, and even funny, if you count Comic Sans. Used as a design element, quirky fonts can add a lot of spice to a page.
Convinced that advertising creatives see everything myopically through the lens of their craft, the Dallas Advertising League chose the theme “Obsession Has Its Place” to promote its Addy Awards in 2012. TM Advertising developed nine hilarious scenarios of singularly focused ad men and women dealing with everyday life situations. Jeremy Bartel of Liberal Media Films directed the videos, Jason Burks directed photography, and Charlie Uniform Tango did the post-production. Here are just two of the videos. To see the rest, go here.
Old Spice men’s fragrances has a new executive marketing director, and he’s a real wolf. This commercial made by Wieden + Kennedy proves that the global ad agency is having far too much fun to call it working. It’s interesting that unlike most men’s scent ads, there is no real plug for how sexy and desirable the product will make you. No, women in cleavage-revealing gowns running their red fingernails teasingly over the man’s firm unshaven jaw. No hint of pheromones wafting through the air, leading women like Barbie doll zombies in search of the source. No, these ads are snarky and tongue-in-cheek funny. And like an increasing number of marketing campaigns, they don’t stop with one ad. Wolfdog has his own website/blog, Twitter account, homework “service,” and Call of Duty game. Will it make men rush out to buy the product? Don’t know, but it will raise awareness of Old Spice and get people talking.
If real store personnel treated customers the way some online marketers do, this is what the experience may feel like to shoppers. Google Analytics produced this series of videos to demonstrate how online retailers are losing customers by bombarding them with too many annoying questions, offers and distractions. The videos simulate interactions with the landing page, site search and checkout. The skits are funny but too painfully true. Google Analytics implies there is hope; it directs online retailers to its blog site for improvement tips.
For Coke Zero’s joint promotion of the new James Bond film “Skyfall,” Belgian ad agency Duval Guillaume Modern set up an elaborate stunt in the Antwerp central train station. It began when unsuspecting commuters walked up to a Coke vending machine, which displayed a promotional offer that came with a hitch. They could win two free tickets to a special screening of “Skyfall,” if they could get to the vending machine on Platform Six within 70 seconds.