Ad of the Day – August 7 (Mumbai)

Your daily dose of advertising awesomeness from around the world!


Today’s pick:

  • Agency: Leo Burnett
  • Location: Mumbai
  • Client: Tide
  • Name: Garage
  • Category: Print

Why I like it: It’s branded storytelling, so plain and simple…yet somewhat unusual for a print ad. Consider: most print advertising sells a functional benefit by describing it with images or words. Whether long curvy eyelashes in a cosmetics ad, or a refreshing, icy cooling liquid in a soft drink ad, or sleek lines in a car ad, you’re shown the promise, in the hopes that it will trigger desire, or at least awareness. Other print advertising sells an emotional benefit by attaching a meaningful symbol/icon to the product and hoping that the two will stick together in your brain. A visual analogy, if you will. Think of the old Marlboro ads with the cowboy, or a high fashion ad with the sleek model on a yacht, or a luxury watch being worm by a dashing actor. Only a very few print ads manage to sell a functional benefit (eg: amazing whites!) via storytelling. This one for Tide shows you an image with the brand benefit at the core, and yet immediately the story unfurls in your brain: Infidelity! Comedy! Subterfuge! Scheming! Narrow escapes! It’s almost as if your brain takes this loaded image and “rewinds” it backwards to tell the tale. And in the center…the product benefit. Fantastic. And hard to do…which is probably why we don’t see it so often.

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