Eye-catching ads and how to make them.
Every day I drive, flip and surf past hundreds of advertisements and I know I'm not the only one. They are everywhere; on my TV, in my mail, and along my commute. Most of the time, I don't even realize they're there. After a while, the modern mind just tunes them out. But what about the rogue ad that catches my eye? Usually, the ad has to be oddly placed or extremely daring for me to notice it. It's like the book "Where's Waldo" where one out of hundreds of zebra-clad look-alike cartoons fill the page, but only one is right. Here are some examples of 'Waldo' ads:
These ads; that were seen by many in Chicago, were created by using a stencil to pressure-wash the dirty sidewalk. Best of all, the ads are non-destructive, legal and very cheap to create.
BBDO created these ads for FedEx Kinko's using over sized highlighters and correction fluid to catch the attention of New Yorkers. Another example of non-destructive, creative and legal 'Waldo' ads.
In Japan, Nintendo commissioned ads on several subway cars as a way to boost sales of the system. A 'Waldo-esque' use of existing space that's legal and affordable.
Mini Cooper hit it "spot on" with this funny Canadian ad complete with traffic cones. Be wary of splash-back should you hit a cone on this 'Waldo' course.
This ad for Tin Foil is so 'Waldo' I don't know where to start. How about with the price? Dirt. Cheap. This American ad is more effective then 100 billboards, but for a fraction of the cost.
Finally, this Proctor & Gamble ad in Bangkok uses tangled wires to advertise their line of de-tangling hair products. Don't try to read the copy, this 'Waldo' is foreign.So, how can you create 'Waldo' ads for your company?
1. Look at your product(s), are there any everyday places, structures or settings that LOOK like all or part of your product?
2. Are there any everyday places, structures or settings that SMELL, TASTE or FEEL like all or part of your product?
3. Are there any places, structures or settings that look like the OUTCOME or PROBLEM your product addresses?
4. If representing a non-profit, what place is appropriate for spreading awareness that would have the biggest impact? Is there a PLACE, TIME or SCENARIO that relates to your service/issue either positively or negatively?
Once you have some ideas, ask yourself:
Is this legal?
Is this cheap?
Is this bold?
Is this ethical?
Will we reach our intended audience?
Does this fit the brand personality?
If you answered yes to all the above questions, then you are well on your way to designing the next 'Waldo' phenomenon.
Happy hunting!
P.S. If anyone has seen more ads like these, include a link with your comment. I'd love to see what catches your eye!
2 comments:
Great tips! I think it's awesome when agencies really tune into what a product/service is all about.
Looking forward to more posts like these.
Thank you! I completely agree. I think it should be standard that agencies get to know the product. Print ads, while effective, do not get the kind of response that 'Waldo' ads do
Post a Comment