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: “We have no media money this year, so we need something very different, that is really going to stand out and get us some buzz.” It’s a worthy and quite common challenge. What isn’t so common, alas, is the truly innovative thinking that can get you your result…or the risk taking that will hopefully get you the buzz you so desire. The idea of a “deep website” might seem somewhat silly at first, or even gimmicky. But in fact it’s quite unique (I’ve never heard of something like this), it has a catchy title and is easy to describe in 30 seconds, it piques the “gaming curiosity” inside many of us (how deep did you go? I got a better score than you did!), and most importantly, it’s credibly linked to the key product feature that you want to communicate. Just great. I truly believe that this would never get executed if passed through a big, corporate, decision-by-committee process. It takes a very small team of agency and client working quickly and deciding to go for it. Something to think about next time that brief comes in.