…before they get mixed up and you won’t know whose is whose. ‘Cause someday, believe it or not, you’ll go 15 rounds over who’s gonna get this coffee table. This stupid, wagon wheel, Roy Rogers, garage sale COFFEE TABLE.
I love a clever business card. For the record, the hubby and I do not own a Roy Rogers coffee table.
We’ve all seen before and after ads. It’s a common technique in advertising.
Before: Zit faced teenager
After: A perfect peaches and cream complexion!
Before: Overweight housewife
After: MILF in a bikini!
Before: Normal looking guy
After: Zombie Boy!!
Meet Rico Genest, also known as Rico the Zombie or Zombie Boy. Eighty percent of Rico’s body is covered with tattoos of a skeleton and decomposing corpse as part of a full-body tattoo project.
Meet Dermablend. If you’re not familiar with Dermablend, it’s a line of professional makeup known for its ability to cover just about anything, and still be wearable.
Bring the two together and you have one crazy-amazing before and after ad.
And yes, there is a behind the scenes video as well.
I love the fact that the video is done backwards. We see Rico as a normal looking guy first — which is the whole point of Dermablend. You’re not supposed to know it’s there. This wouldn’t have nearly the impact if we saw the process then saw the reveal. It’s one more thing to consider when you’re working on any creative involving a timeline. Where’s your greatest point of impact, and what’s happening at that point?
I’ve seen several ads as of late that deal with inside versus outside. For those unfamiliar with the concept, watch this episode of Monsterpiece Theater. Now let’s look at some ads.
Yin Yang Martial Arts School, Slovenia
What’s inside is more than what you see outside. I’m in print ad heaven! Love. These. Ads. This is such a clever way to show the intangible benefits of martial arts training.
Nutripro Cachupin, Chile
What’s inside doesn’t have to cost a lot. Somewhat the opposite of the Yin Yang ads, these use a similar approach to demonstrate value.
Pro Infirmis, Switzerland
What’s outside shouldn’t matter at all. WOW! Such a simple concept, but such a powerful message.
So the next time you hit a wall brainstorming, try the usual tricks — look at the problem from the opposite angle, make the problem bigger, make the problem smaller — and try looking at it from the inside versus the outside.
Admit it, at some point in your life, your mom asked “Did you wash your hands?” — and you answered back “Yes!” knowing your hands hadn’t seen soap and water in at least 24 hours. Play in the dirt, pet a few stray dogs, climb all over the jungle gym, grab that PB&J and chow down. Germs? If you can’t see them, they must not be there.
The problem with showing microscopic germs is that no matter how horrific you make them, we just can’t relate. Check out this Domestos ad from the UK. Yes, that’s William Defoe doing the voice over. It’s really freaky, but there’s still a big gap between germs in commercial and germs in real life.
That’s why these ads for Lifebuoy Hand Wash are brilliant! Instead of showing freaky germs, they show something we can relate to — the last thing we touched. No one wants a slice of pug loaf, a cat croissant, or a hamster cupcake. It’s a great execution that makes something intangible very tangible to the audience.
Ah, food advertising, it’s the fine art of creating a feast for the eyes that hopefully results in customers opening their wallets. I’ve actually done a lot of food advertising in my career. If there is one golden rule, it’s to make the product look appetizing. But rules are made to be broken. So let’s look at some food and food related ads that break the rules.
It’s bread. It’s abs. It’s bread. It’s abs. I’m not sure that I’ve ever looked at a six-pack on a guy and thought “crusty, hot out of the oven loaf.”
When I think of France, I think of really great food, incredible wine, and creepy, stringy, spider-webby cheese. I’m not sure you could make a burger look less appetizing.
Dills Digestive Mints (Belgium)
Should you ever be invited for steak at my house, you have four options as to how you would like your steak cooked:
You’re insulting the cow. Get out of my house.
But I’ve never served racing car tartare. Hmm, there’s a first time for everything!
Wait, late entry from Burger King and it’s more food abs. You know what this means, right? Second time, it’s a trend.
I don’t know about you, but when I was a kid Old Spice was a joke. I remember one year at camp some unlucky guy was found to be in possession of a bottle. The aftershave was quickly confiscated and turned into a makeshift of fountain of Old Spice that left the guys side of the cabin reeking for days. Needless to say, the Old Spice turnaround is nothing short of an advertising miracle.
The success of the campaign is due in large part to a great marriage between smart copy and the personality of the Old Spice guy himself, Isaiah Mustafa. But here’s a nagging question, does he have legs? No, I’m not trying to sneak a peek under that bath towel. I mean does the campaign have legs?
Obviously the Old Spice guy works on TV and the web. It’s also not hard to imagine the campaign working in radio. But what about print? How do you carry something so personality based and dialogue driven onto flat, printed media without losing anything? Release the art directors!
I love George Takei. Why, you ask? Because he’s a completely awesome human being.
Everybody knows George Takei as Sulu on Star Trek. In a 2005 interview for Frontiers magazine, George came out as a gay Asian-American, but the truth is, he didn’t really come out. George Takei kicked down the door, got involved, and has been involved ever since.
His latest crusade is in the state of Tennessee. The Tennessee State Legislature — in all of its infinite wisdom — is considering a bill that would ban teachers from discussing any gay issues with students or in the classroom. It’s basically the “don’t say gay” bill.
So in other words, students who may be gay or have a gay family can’t turn to a trusted teacher or educator if they’re being bullied or need to talk to someone.
The bill’s sponsor, Stacey Campfield (R), says it’s all because “homosexuals don’t naturally reproduce.” Stacey Campfield meet George Takei.
From a political strategy standpoint, this is brilliant. Humor is a powerful vehicle for a message, but it can be tricky. The wrong messenger, tone, or punchline and it can backfire. George Takei gets everything right. It’s a funny video with a serious message that makes the Tennessee State Legislature look like shortsighted morons.
This campaign isn’t over. The bill passed the state senate, but it’s unlikely that the house will take up the legislation until 2012. So make sure you visit the website. (Buy a t-shirt. We did!) Post the video on Facebook. Help get the word out.
And if you live in Tennessee, contact your state legislator — just click here.
Come on guys! We need to let LGBT students in Tennessee know that it’s ok to be Takei.
Sometimes decency and proper decorum prevent us from saying what really needs to be said. Nowhere is this more evident than advertising. (Unless you’re lucky enough to have a really edgy client.) Obviously if you’re client is some sort of government office — say the Motor Accident Commission in New Zealand — standards are even more strict. Welcome to snoozerville advertising, right? WRONG!
The Motor Accident Commission (MAC) in New Zealand just released print ads about safe driving. (The campaign also includes outdoor and coasters.) In a different take on driving issues, the ads aren’t necessarily targeted at drivers. They’re targeted at friends and passengers. The ads are awesomely blunt and to the point. Love ‘em!