Good is good … there is no argument there. Sometimes advertising is not good … but it sells anyway, even if it insults. On occasion advertising messages can be confusing and I say to myself “Geez … I should have been in that copy meeting … I mean … what were they thinking?”
Here are some of reviews from where I sit:
Great advertising …
The Defiance ad for Citrical, created by Energy BBDO, USA, featured a heavily female team that was led by creative director Nancy Hannon. Copywriter Gwen Rutledge wrote the line “Beauty is Bone Deep” and in my humble opinion this ad speaks to women about bone health with positive, compelling messaging. The visual of the female skeleton moving about in an x-ray visual is technically interesting, strong and on point … with the hook being that you cannot see the age of the woman until she becomes full color.
“Defiance knows no age, and neither do you. Citrical keeps your bones strong, so you’ll feel as good as always.”
I love a happy ending.
Good job ladies!
The following is an example of good advertising. What prevents this ad from being great is that it is predictable, carrying through an advertising concept that has been around since 1993. Ad agency Goodby Silverstein & Partners wrote the line “Got Milk” for the “California Milk Processor Board” and later it was licensed for use by milk processors and dairy farmers. The campaign has been credited with greatly increasing milk sales in California though not nationwide.It does speak to how you can use milk and why it is good for you … well done and clever line “oh la latte” but not as creative and amazing as Defiance.
I’m sure the food
stylist and the
art director felt
totally clever creating
this ad … but it’s a bit far from ketchup in my view. Maybe if it was food that people actually put ketchup on … or maybe if the ketchup were not representing the mouth and breasts? Oh wait. I get it. It’s HOT ketchup.
Nope. Not even then … it’s not fair to the brand in my view – and unless we are selling potatoes … it’s mediocre and [ahem] tasteless.
Marithe & Francois Girbaud, French designers of fashion for woman and men created a satirical last supper replacing the apostles with female fashion models. The image offends the religious sensibilities of many people by trivializing the intense and dramatic moment during the Last Supper (in which Christ anticipates his crucifixion in order to liberate humanity from sin) by appropriating religious symbols – such as loaves and fish – for commercial purposes.
The advertisers´ primary defense was that modern society has enabled women to achieve sexual equality with men only by sacrificing their femininity. The advertiser maintains that this ad’s interpretation of Leonardo´s painting does not trivialize the sacred, but rather creates a new perception of femininity by presenting men – instead of women – in a position of fragility.