If an ad is not noticed, everything else is academic. Unfortunately, a majority of the ads go un-noticed. Among the few which catch our attention, only a smaller number remain memorable. Here are a few creative ads which caught my eye this week:
Coke: a print ad you can hear
The human brain is conditioned to imbibe the familiar in such a manner that it automatically evokes visual and other sensory cues associated with it. In the digital world, the common icon used to represent ‘news’ would be a newspaper; a shopping bag is used to represent e-commerce and so on. Our mind makes the connection and recalls all the related senses. A print campaign from Coke relies pretty much on this technique to make the reader audio cues associated with opening of a soft drink bottle, the effervescent bubbles and so on. Loved it.
The Guardian: the joy of print
We are meant to be living in a digital world. Newspapers have borne the brunt of the changing habits in media consumption. In that context, it is refreshing to see an outdoor campaign from The Guardian which celebrates the joy of reading a printed version of the newspaper. The clever word play involving words common in the digital world is likely to appeal to many who are yearning to spend less time on digital.
Harley Davidson: electric bikers
How do you convey the switchover to electric of an iconic two-wheeler brand? In a telegraphic manner, that’s how. While one ad can do the job, does it need so many different renditions?
Agency: Lola MullenLowe, Paris
Society Tea: tea society
With a brand name like Society in a country which loves tea, the campaign idea wrote itself I guess. I am not sure if all the images were candid or involved some sort of setup but do make for arresting visuals, especially for touristy eyes.
Agency: Black Swan Life. See the full set of ads here.
Telefonica Movistar: fake profiles
If you are a parent, keeping your child safe on the internet is a primary concern. A print campaign from Mexico taps into that fear in a subtle yet chilling manner.
Agency: VMLY&R, Mexico
Which one was your favourite? Do comment in.