Why I like it: I missed this one when it first came out, but I wanted to share it with you because it’s somewhat of an oddity, and delightfully so. Most print ads are inevitably skewed to one side of the copy/art spectrum. You have ads that catch the eye and tell the story with a fantastic visual, and efforts are then made to minimize copy so nothing gets in the way. Conversely, you have copy-heavy ads rich in verbal storytelling, and these normally have a spartan, clean layout…so that nothing gets in the way. In this campaign I find the art direction really inspired…very clean, quite original, and helping to initiate the narrative while drawing the eye to the copy nestled in the middle. And that copy, is…a joy. Rich, opinionated, expertly paced, with a cheeky, highbrow sensibility. Not enough talk of the car? Perhaps. But as part of a larger communication strategy to high-end consumers, these ads are lovely little gems.
Why I like it: The car category is so filled with advertising cliches that when you see a new spin on things, it really catches your eye. In this case, the misdirection trick worked: just as I was admiring how awesomely luxurious it must be to fly in this private jet, the twist at the end really delivered the product benefit in a sharp, crisp manner, with even a bit of comedic exaggeration thrown in (“this is crazy excess! well, maybe in Dubai…not so much!”) The interesting thing was that my mind shuts down at the sight of the typical “leather stitching” shots in luxury car ads…but because the framing was different (ie: because I was tricked into thinking I was looking at the inside of a sheik’s private jet, which is a more unusual subject) my mind was wide open to soaking in the images. Clever, tricky, and expertly executed. Good stuff, for our first ever Ad of the Day from Dubai!