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Posted 2 years ago
Playboy There are certain brands that are iconic - McDonalds, Coca-Cola and Ford stand out as examples of iconic brands.  Iconic brands have a certain advantage when it comes to marketing as most people already know the brand.  They can limit how they market because any void can be filled with the viewers pre-existing knowledge.  When Playboy CEO Hugh Hefner isn’t busy saving the Hollywood sign, he and the marketers at Playboy are master advertisers.  The Playboy Bunny is an iconic image of American pop culture and there’s a good reason why. Where’s the Beef? So why does this advertisement stand out?  Why is a beach towel even considered advertising and what makes it creative?  The Devil’s Advocate has identified two characteristics that make this ad creative: location and brand recognition. Location This ad is not set in your traditional places - print magazines, on the radio or even a commercial on TV. It’s a beach towel that you lay on and while you lay on it, it creates the illusion of being on a Playboy cover.  This has a certain appeal to many women. Though some women view Playboy as classless and demeaning, other women have a certain desire to be desired like the women in the magazine.  Perhaps this is the appeal of the blanket.  Whatever the appeal, the creativity lies in the illusion it creates and its placement.  When you’re walking down the beach, you never expect to see a life size magazine cover laying in the sand, so this immediately catches your eye - exactly what the advertiser is trying to do. Brand Recognition As I mentioned before, Playboy is one of the most recognizable brands in America.  Everybody knows the magazine and if they have never opened one up, they at least recognize the cover.  This seems so simple, but it adds a whole element of creativity to the towel.  Sometimes the simplest things are actually the most creative.  When the whole thing comes together - a person laying on the towel and the viewer looking down on the towel - it creates the exact image of the magazine cover…and what is written along the top border of every cover? “PLAYBOY”…how ingenious.  Very few products or brands can come up with an idea to just place their cover or their product in an ad and have it be effective.  Nice job Playboy.  Zoom

Playboy

There are certain brands that are iconic - McDonalds, Coca-Cola and Ford stand out as examples of iconic brands.  Iconic brands have a certain advantage when it comes to marketing as most people already know the brand.  They can limit how they market because any void can be filled with the viewers pre-existing knowledge.  When Playboy CEO Hugh Hefner isn’t busy saving the Hollywood sign, he and the marketers at Playboy are master advertisers.  The Playboy Bunny is an iconic image of American pop culture and there’s a good reason why.

Where’s the Beef?


So why does this advertisement stand out?  Why is a beach towel even considered advertising and what makes it creative?  The Devil’s Advocate has identified two characteristics that make this ad creative: location and brand recognition.

Location

This ad is not set in your traditional places - print magazines, on the radio or even a commercial on TV. It’s a beach towel that you lay on and while you lay on it, it creates the illusion of being on a Playboy cover.  This has a certain appeal to many women. Though some women view Playboy as classless and demeaning, other women have a certain desire to be desired like the women in the magazine.  Perhaps this is the appeal of the blanket.  Whatever the appeal, the creativity lies in the illusion it creates and its placement.  When you’re walking down the beach, you never expect to see a life size magazine cover laying in the sand, so this immediately catches your eye - exactly what the advertiser is trying to do.


Brand Recognition

As I mentioned before, Playboy is one of the most recognizable brands in America.  Everybody knows the magazine and if they have never opened one up, they at least recognize the cover.  This seems so simple, but it adds a whole element of creativity to the towel.  Sometimes the simplest things are actually the most creative.  When the whole thing comes together - a person laying on the towel and the viewer looking down on the towel - it creates the exact image of the magazine cover…and what is written along the top border of every cover? “PLAYBOY”…how ingenious.  Very few products or brands can come up with an idea to just place their cover or their product in an ad and have it be effective.  Nice job Playboy. 

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Posted 2 years ago

“On internet some things are not what they seem to be. Be aware and enjoy the web at its best. Know how to surf safe.”

 
This series of advertisements comes from Brazil.  The three advertisements cover three online activities: internet dating, internet friendships, and internet shopping.  The purpose of the advertisement is to create awareness, that people often take for granted, about their online activity.  This advertisement is a public service announcement, thus, it isn’t selling anything, except for an idea.  I personally think advertisements covering these topics should be more frequent as this is an area I think many people overlook.  So why have these ads been chosen for The Devil’s Advocate?

These ads possess certain qualities that other PSA’s lack.  First, the internet is still a new phenomenon.  People have only migrated their activity towards the internet in the last decade.  Given it’s infancy, people may overlook the vastness of the internet and not consider what actually is happening.  Sitting behind a computer screen may take away from the actual interaction that is happening, whether it’s dating, friendship or shopping.  So why do these ads stand out?

Where’s the Beef?

So why are these advertisements effective?  What is creative about them that stands out?
 The Devil’s Advocate has identified two major characteristics that separate these advertisements from the rest: the use of metaphor and that it is such an overlooked topic.

The Use of Metaphor

The metaphor is simple - you don’t know who is on the other side of your online interactions.  Take a look at these advertisements.  The left, the victim, is depicted in a colorful room with a happy expression, completely naive to what is actually happening.  The perpetrator, on the other hand, is depicted with an evil expression in what looks like a cellar.  The idea of the evil person putting their hand through the computer is a great metaphor for exactly what is happening.

An Overlooked Topic

As I mentioned before, the internet and our knowledge of how to use it is still in its infancy.  People overlook the person-to-person interaction because the computer, as a machine, takes away from that.  The idea of socializing via the internet is dangerous.  People, when they know they will not be identified, change their actions.  They specialize in deception and how will you be able to tell the truth from their lies? You can’t.  It’s impossible.  Bringing the fact that the other person may be a creep to the surface is essential in educating the public about the internet.

What’s most striking is the advertisement with the little girl receiving a teddy bear.  It is crucial that we educate our youth about the potential dangers of the internet.  These advertisements bring the topics to people’s conscious and hopefully will drive them to e aware about their online activity.

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Posted 2 years ago

Man vs. Wild

This is a series of print ads for the show Man vs. Wild on the Discovery Channel.  The Devil’s Advocate chose this series because it stands out from your average-joe print ad and the pure shock value of the ad.  The premise for the show is a man travels to remote locations, usually ones that are difficult to live in, and lives on his own while using only the resources available to him in nature.  The idea for these print ads comes from the fact that he can only eat bugs, plants, or animals while in the wild…because for whatever reason they don’t have a Wegman’s out there. 

The show itself has a certain shock value to it.  While you watch the show, you may be taken back by some of the things this man does while he’s in the wild.  From lifting up rocks to find the centipedes underneath, to setting up traps to catch squirrels which he then grills to jumping out of airplanes, the show is crazy to watch.  The ad series is a perfect representation of that.

Where’s the Beef?

Though these ads don’t have something that make you stop and think deeply, they do possess the shock value that makes you stop and look.  Let’s say you’re browsing through your favorite magazine, flip the page and you see a zebra burrito.  You are going to stop and take a second look at the image.  This series of ads has been picked by The Devil’s Advocate because of its representation of the show and its shock value.

Representation of the Show

If you’ve seen Man vs. Wild, you immediately know the basis for these ads.  The raw, gritty feel of seeing raw zebra meat wrapped in its own skin is a perfect resemblance of what is happening in the show.  No, he’s never gone out and killed a zebra and then made a burrito out of it but that is exactly the type of thing he would do.  The show takes suburbanites right out of their comfort zone with the things this guy does and these ads possess that same quality.

Shock Value

Gross!…that was my first thought.  If I’m flipping the pages through National Geographic, with page after page of scenic rolling plains and beautiful desert sun sets, then I flip to what looks like french fries but realize it’s worms, I’m grossed out.  This shock value is what the campaign aims to do.  You will be so shocked when you first see this ad that you can not look away.  That is the point.  We experience the shock because they have shaped the animal meat\bugs in a familiar form that we all know - who hasn’t had a burrito, french fries, or a slice of pizza in their life.  Taking something you have actually tasted, or actually relate to, and transforming it into something so primitive amplifies the shock of the ad. 

Does this ad stand out as the most creative? No.  This series was chosen because it is extremely effective in grasping a feel for what the show is like and keeping the readers eyes on the ad.

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Posted 2 years ago

Embrace Life

This may be the perfect mix of everything a commercial should be.  This public service announcement (PSA) comes from Suffex Safer Roads out of the UK.  The commercial does an absolutely phenomenal job of building suspense through slow motion video all in the family’s living room.  The family is playing a game of charades and it’s Dad’s turn to go.  He starts the car, starts driving and then - look out!  Luckily his seat belt, his life life, his wife and daughter are there to brace him for the vicious impact after which they all settle for the perfect family portrait.

Where’s the Beef?

So why does this commercial make me want to wear my seat belt?  What does this PSA do that other “wear your seat belt” PSA’s have failed at doing?  From the first chord played at the beginning, you cannot turn away from the screen.  This PSA utilizes the perfect mix of slow motion video with a calming symphony.  And can you believe it - not a word is spoken the entire commercial.

Slow Motion\Music

The slow motion video in this clip combined with the calming symphony gives the viewer the one-two punch that wakes you up.  It sets the mood for the entire clip.  We are waiting in limbo, watching slowly as we wonder what will happen next.  The slow motion is perfect to depict a car accident as well.  When we are entered into that moment, everything seems to slow down.  Whether you’ve been involved in one or if you’ve seen one happen, you’ve experienced how life seems to slow as you anticipate the outcome.  Ever seen someone turn and knock over a cup full of coffee and you witnessed each individual move?  You’ve never seen a cup tip over so slowly…

No Words

This seems to have a double meaning, as I was left with no words after seeing this clip for the first time.  A PSA of this caliber seems to leave people speechless.  My focus, though, is on the writing in the PSA…but wait, there is none!  There is not one word spoken throughout this PSA and yet, it seems as if there had been talking it would’ve taken away from the effect.  The absence of any words seems to keep the viewer captivated in the motion - in the visuals - that build to violent climax.  We can never underestimate the power of a picture…

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Posted 2 years ago

The Fun Theory by Volkswagen

The Fun Theory is a campaign with a conscious.  The mission - how do we get people to improve their lives?  The answer that Volkswagen came up with seems to make sense - make it fun!  The above example is their first video and as you’d imagine, it went viral.  The premise, in retrospect, is simple.  To get people to take the stairs, as opposed to the escalator, we’ll make them enjoy taking the stairs.

The project was created in a subway station in Stockholm.  To get back up to street level from the subway, you have two options: take the stairs or take the escalator.  The stairs and the escalator are right next to each other so people will literally look up and make a choice.  The Fun Theory placed piano keys on the steps of the stairs so as you walk up and down the stairs, you play the piano.  The results were remarkable.  Take a look!

Where’s the Beef?

So what makes this campaign stand out?  Why did this video go viral?  The Devil’s Advocate has identified 3 creative aspects that make this campaign stand out: it has a social conscious, it actually exists in the real world, and there is no brand recognition.

Social Conscious

Rarely is there an ad that truly tries to improve the lives of the people it markets to.  The object of the project is to make people exercise more by using the stairs, not to buy the stairs or to buy the piano keys you’re walking on. The people behind this project legitimately want people to make better decisions that will improve their lives.

Real World Project

How many times have we seen an amazing commercial where the scenery or everything that exists within that advertisement does not actually exist in the real world? This video is not an advertisement aiming to sell Volkswagen cars or set up as a mini-movie.  It is simply video taken throughout the course of the day showing what people are doing at a real world location.  Yes, it is possible to go visit these stairs and walk up and down the piano.  But of course then you have a decision to make - the stairs or the escalator?

No Brand Recognition

Throughout this video (with the exception of the very end) and on the actual location, there are no logos plastered everywhere the eye can see.  All the viewer is presented with is a decision, not a product to buy.  There are no executives soliciting you as you walk off the stairs.  Did you see the “VW” logo in the middle of the stairs? Me either.  Why?  Because they never put it there.

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Posted 2 years ago
What Does it Mean to Be Creative? Creativity is a funny thing.  Some people have it, other people don’t.  A major factor about creativity is that it is subjective.  What’s creative to one person means nothing to someone else.  This is the ancient story concerning art.  Some people pay millions of dollars to buy a canvas that was used to throw paint covered tennis balls at it, and to them this is art.  Other people stare at that same canvas and wonder which trash can it came out of.  Therein lies the problem when it comes to creative advertising. Merriam-Webster defines creativity as “the ability to create.”  In that sense, everyone is creative in their own right.  I understand that you think you are creative and what is creative to you may not be to someone else. So, as an advertiser, how do we go about making universally appealing advertisements while channeling the creative juices to make it stand out?  Is there a universal language for creativity?  Does creativity rely on language?  As an advertiser, these questions have to be addressed. In addition to defining creativity, we have to identify it’s origin.  Where does creativity come from? What inspires us to be creative or to identify something else as creative?  Something inside of each of us makes us stop and take a moment from our fast-paced, constantly-on-the-go lives when we see something creative.  Maybe the world around us inspires us.  Maybe your family, friends, coworkers and even strangers drive the creative spirit inside you.  We may not be able to define creativity or know exactly where it comes from, but we are always able to identify something as creative.  Why? Zoom

What Does it Mean to Be Creative?

Creativity is a funny thing.  Some people have it, other people don’t.  A major factor about creativity is that it is subjective.  What’s creative to one person means nothing to someone else.  This is the ancient story concerning art.  Some people pay millions of dollars to buy a canvas that was used to throw paint covered tennis balls at it, and to them this is art.  Other people stare at that same canvas and wonder which trash can it came out of.  Therein lies the problem when it comes to creative advertising.

Merriam-Webster defines creativity as “the ability to create.”  In that sense, everyone is creative in their own right.  I understand that you think you are creative and what is creative to you may not be to someone else. So, as an advertiser, how do we go about making universally appealing advertisements while channeling the creative juices to make it stand out?  Is there a universal language for creativity?  Does creativity rely on language?  As an advertiser, these questions have to be addressed.

In addition to defining creativity, we have to identify it’s origin.  Where does creativity come from? What inspires us to be creative or to identify something else as creative?  Something inside of each of us makes us stop and take a moment from our fast-paced, constantly-on-the-go lives when we see something creative.  Maybe the world around us inspires us.  Maybe your family, friends, coworkers and even strangers drive the creative spirit inside you. 

We may not be able to define creativity or know exactly where it comes from, but we are always able to identify something as creative.  Why?

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Posted 2 years ago

Old Spice The Man Your Man Could Smell Like

Old Spice recently released a TV commercial entitled “The Man Your Man Could Smell Like.”  The commercial features a man who has just stepped out of the shower, who is then on a boat, who is then on a beach on top of a horse.  While the scenery is constantly changing, the man is addressing women telling them how their man could be like him.  The moral: get your man to use old spice and he can be like the ideal man from this commercial.

Old Spice has effectively addressed a crucial issue when advertising on TV - people have short attention spans.  The key for any advertiser is to make their ad (1) memorable, and (2) effective.  Audiences have become increasingly desensitized to advertisements as they are exposed to hundreds a day.  In this commercial, the changing scenery and the constantly changing topics discussed by the man (“look to your man, back to me, back to your man, now back to me”).  The viewer is caught off guard by the pure speed of the commercial (I’ll address this later).  By constantly changing the dialogue and the scenery combined with the simple randomness of the commercial, Old Spice has effectively shortened the needed attention span to watch this commercial.

Where’s the Beef?


What makes this commercial creative and stand out from the rest?  Does it have complex with video editing? Perhaps, but I would not argue that this makes the commercial effective.  The effectiveness of this commercial lies in the writing, speed, and humor of the commercial. 

Writing

The viewer is captivated by what the man is saying and how he is saying it.  Every word is something that a woman wants from their man (i.e. Tickets to a show, diamonds).  The writing in this commercial is the most important aspect that makes it effective - it dictates every other aspect of the commercial.  The changing scenery in the commercial is due to the writing.  The speed of the commercial is due to the writing.  The humor throughout the commercial is dictated by the writing.

Speed

I talked earlier about the dilemma of short attention spans and TV.  This commercial effectively hurdles that obstacle with the speed at which the commercial is changing.  The scenery is dynamic, as well as the dialogue.  The viewer cannot afford to turn away from the TV or else they would be lost from the commercial in that split second.  By keeping the commercial fast paced and random, it effectively keeps the viewer glued.

Humor

Yet another element dictated by excellent writing.  Plain and simple, this commercial is funny.  The humor of this commercial is due in part to its complete randomness.  How does he go from his bathroom to a boat to a beach to being on top of a horse? It doesn’t make logical sense and that’s what makes it funny.  In addition, he has everything your woman wants in a man - good looks, gifts, and Old Spice.  Lines like “look in your hand, back at me, I have it! It’s an oyster with two tickets to that thing you love” keep the viewer laughing.