The latest ads – good, bad and ugly

Working in advertising makes you look at ads in a different way. While some people might just turn the page, I like to study execution and idea. Here are a few of the latest print ads that caught my eye.

First one is a nice play on the famous phrase “Home, sweet home.” in the ad becoming, home sweet home. It’s a fun play on words, but it’s hard to say whether the ad will be successful just because of that. Still, Thumbs up.

Now what this “sexy”-looking guy holding an iPad has to do with chocolate, I will never know. Is this Cadbury’s target group? Tech-savvy business men in need of a good dump? Thumbs DOWN.

A classic print ad. When you have a product as attractive as Rolex, you don’t need more than a full page spread just showing it. This was actually a spread where one page was used for the watch and the second page was a more or less empty, except for the Rolex logo. Costly promotion? Well, if they sell one watch from it, they get more than the money back.

Swedish alcohol monopoly, Systembolaget, need to be politically correct when they advertise their products. In their ads they mostly talk about responsible drinking, the problem with underage drinking and how bad it is to drink and drive. This ad is slightly different and more clever. Here they sell their alcohol-free products, saying that it’s always good to have something more interesting than water at your table. The smart thing about the ad is that they show a lot of product in it, aka beverages that could both contain alcohol and not, which means that the tastebuds will start to tickle, no matter if you’re a teetotaler, a wine enthusiast, a pub guy or a raging alcoholic.

Ads: A Brand New Movie Theater

It’s hard to dislike this simple idea. After all, people like kids and movies, so dressing up a kid as famous movie characters can’t fail right?

If you’re curious about why the copy reads: A brand new movie theater, now on the 3rd floor, it’s because Praia de Belas is a big shopping mall in Porto Alegre, Brazil.

Credits:

Advertising AgencyGlobalcomm, Porto Alegre, Rio Grande do Sul, Brazil
Creative DirectorLuis Giudice
Art Director: Fernando Quines
Copywriter: Keigiro Ueno
Photographer: Marcelo Nunes
Additional credits: Bandits Graphic
Published: May 2012

I found this on Ads of the World,

Smudgy Nu-Way Weiners Ads

 

I understand the idea behind these, it’s the heritage of a brand taken through history and into the future; meaning that people enjoy chili now the way they always have…

…but I still can’t get rid of the feeling that it looks like they’re eating shit.

(And that’s why I cannot see how the Nu-way client accepted a No-way concept.)

Taken from Ads of the world

Credits

Advertising Agency: Brunner, USA
Chief Creative Officer: Jay Giesen, Rob Schapiro
Executive Creative Director: Brett Compton
Copywriter: Brett Compton
Producer: Jeff Wiggins
Associate CD / Art Director: Scot Crooker
Account team: Frank Compton

Pepsi Brand Culture

Added this post about the Pepsi brand on the team blog at work. Pretty interesting stuff.

What Pepsi does so well is creating strong sub-brands to support the main brand. Just compare Coke Zero and Pepsi Max. Pepsi Max is ultra-aggressive, cool, lifestyle. Coke Zero has one selling point – no calories, something which the products obviously share.

I think Pepsi have been far more clever in building up the sub-brands than Coca-Cola and I think they have a lot to gain from that. Both brands will go out of their way to try to hurt their main opponent in the ads, you can see this here and in most bigger campaigns they do.

Pepsi Cola vs Coca Cola is a fascinating brand battle that will go on for ages. But when it comes to the customer I think it all boils down to taste. You’re either a Pepsi man or a Cola man.

Or maybe you want to save your teeth and stay away from both.