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Sierra Douglas
Ad Critiques
Client
Vita Coco
Agency
Thinkhouse
Source
Near a bridge on the course of our London bus tour
Strategy
Fun
Target Market
Anyone 18-25 who is healthy and has a sense of humor
Discussion
When I first saw this ad on my first day here in London I was surprised at how risqué
the copy was. I was also pleasantly entertained and it immediately caught my attention.
I think this is a good advertisement because the font went well with the fun vibe that
Vita Coco stands for. The copy also urges people to step out of their comfort zone and
try something a little less mainstream than normal water. The copy, “Grab Nature by
the Coconuts,” works well in my opinion. The only thing to consider with this ad is that
it might offend some people. BUT those aren’t the people who will likely try this coconut
water anyway.
Client
Trivago
Agency
Noah
Source
In the tube carriage
Strategy
Humor
Target Market
Travelers
Discussion
This is the look for a new Trivago campaign and I’ve seen several other ads that are
similar to this one’s message. There’s a tourist on the right side and a native on the left.
I’ve seen this ad before plenty of times but I don’t have a camera so I found this
picture on the internet. The index card makes a good point. This ad uses the word
roam for what the Apaches do. I’m sure it was a thoughtless mistake but it obviously
really offended someone. I think this ad was supposed to be seen as funny and cute,
which for some others it is but they need to be more careful with their choice of words.
Client
Travel Republic
Agency
In-house
Source
Above a store in Camden
Strategy
Low Price
Target Market
Travelers
Discussion
Travel Republic has plenty of ads in different places and settings but I think this one
has almost perfect placement. It’s above a store on a street corner so people who are
waiting to walk across have time to look at it. Camden market is a busy area with all
kinds of people including the young and adventurous. Also because Camden is busy,
the picture made me think of a more relaxing and quiet time at the beach. Most young
people love to travel but feel they don’t have time or money for it. This ad tells them
that with Travel Republic they’ll only have to go to one site for the cheapest fares to get
to the places they want to go.
Client
Transport For London
Agency
Exterion Media Metro Services
Source
In the tube
Strategy
Safety
Target Market
Teen commuters
Discussion
When I saw this ad in while rushing through the tube with the countless other people, I
felt instant sadness. Of course seeing a dead person would make anyone feel the same
way but I think it resonated even more because the boy in the ad is just a normal
teenager. He was listening to music (which most of the people I know do) while
walking. This made me think that this person could be a family member, a friend, or
even myself. The copy makes the message very clear “Stop. Think. Live.” It convinces
people to pay attention to their surroundings and not listen to music at a volume that
doesn’t allow you to do so. The problem is that it may need a trigger warning for some.
Client
Regent’s University London
Agency
Unknown
Source
Reid Hall Lobby at Regent’s University
Strategy
Fashion
Target Market
Fashion and Design Students
Discussion
This poster is an advertisement inviting students to study abroad in either London and
Paris or London and Florence. I think it does well with the target audience because it
isn’t copy heavy on the first page and the visuals are very striking. After the first page
brings you in the second one gives the important information. Because students are
usually busy with schoolwork and most don’t usually stop to read ads. I think it’s
effective because the work looks like it was produced by students and it is very good.
The poster inspires people to travel and experience a new place and a different culture.
In fashion and design, being inspired has a lot to do with how great someone’s work is.
Client
McDonald’s
Agency
Leo Burnett
Source
Bus Shelter on Baker Street
Strategy
Low Price
Target Market
Lower income or people on the go
Discussion
McDonald’s is an international company and it dominates the fast-food market. All types
of people eat at McDonald’s because it’s cheap, fast, and some even like it for the taste
(which I find kind of weird). This ad is appealing to all those types of people. I’m glad
they made this a bus shelter ad because their target market will most likely be exposed
to it there. The Twix McFlurry and Mars McFlurry are being advertised for just £1.39
and they appear to be prepared quickly for busy people. The copy is short and simple,
“The summer has arrived.” It reminds you that it’s that time of the year for a nice cold
dessert and these will be great for a hot summer day.
Client
The Book of Mormon Musical
Agency
Dewynters
Source
Bus near Regent’s Park
Strategy
Entertainment
Target Market
Theatre buffs
Discussion
The Book of Mormon is a comedy musical about the Church of Latter Day Saints. Even though
some people might find this offensive, the people who made South Park are the same ones who
are behind this musical. So, you just can’t take it too seriously. This ad is on the side of a bus
but I’ve seen plenty more of them in the tube and on the streets too. I think the bus is a good
place so that even people who drive or walk everywhere are exposed. This ad simply uses a
picture of a guy in Mormon dress and it uses a quote from The New York Times that reads,
“The best musical of the century.” To me, that statement seems a little far-fetched but it does
compel me to buy a ticket and see for myself.
Client
Department for Work & Pensions
Agency
DDB London
Source
Bus 27 to Chalk Farm
Strategy
Togetherness
Target Market
Working Class
Discussion
People often feel like “the man” is against them but not in this case. The Department
For Work & Pensions is instead saying that everyone from management to the workers
are “all in.” For some people this ad might seem a little boring but I think it still gets the
job done. It could’ve been more interesting with color but it’s short and to the point and
I like the personal feel that comes with this ad. There’s a picture of a boss smiling and
it has his signature on the ad too as if he approves the message. The ad gives
instructions on how to find out information and it also persuades people to participate.
Client
The Lottery
Agency
Unknown
Source
Outside of convenience store
Strategy
Possibilities
Target Market
Poor people
Discussion
The people who created this ad were smart for putting it in a place where people can
actually play the lottery too. A lot of people who gamble buy their scratch-off tickets
from convenience stores which makes this an even smarter location. The ad draws
people in with all the wonderful possibilities and how the winner can buy a yacht, take
island vacations, and have more money than they know what to do with. On Baker
Street where this lottery ad is, there is a relatively prevalent homeless population. This
could be controversial because some people believe that the lottery is intended to keep
the poor people poor because they always play but almost never win.
Client
Lebara
Agency
Here & Now 365
Source
Outside of convenience store near the underground
Strategy
Low price
Target Market
Foreigners
Discussion
Even though it isn’t very visible, this ad automatically catches attention because of the picture
of the excited guy. Lebara is a phone company here in London and this ad is all about being
able to receive 30 minutes free when your team plays in Brazil. I think this is a great way to
share the promotion, especially because football is such a huge deal here (and everywhere else
in the world except for the USA). This ad is colorful, vibrant and it has a few flags from other
countries. The target market is people not from London because those are the people who
usually don’t use plans or sign contracts for phones. This means that they don’t usually get their
minutes free and this ad is a great way of rewarding the foreigners and still including them.
Client
Wahanda
Agency
Zone
Source
Bus shelter on Baker Street
Strategy
Convenience
Target Market
Women who want to be pampered
Discussion
At first when I saw some of the Wahanda ads in the tube or on the bus I thought it was
some fancy salon. But, after visiting the website I found that it’s actually a website
where you can find numerous salons for hair, nails, massages, fitness, health and more.
This ad is fun, tells about how convenient it is to use Wahanda, and it gives a coupon
code to use on the website. I love the colors in the visual and I appreciate the fact that
it has the important information but it isn’t too copy-heavy. This ad, along with the
others that go with this campaign intrigue people (especially women) who are
interested in things like relaxing spa days. But the problem is some may not read the
copy.
Client
Magnum
Agency
Lowe and Partners
Source
Bus shelter
Strategy
Trust
Target Market
“Pleasure seekers”
Discussion
Magnum is using this ad to remind people that they’ve been around for 25 years. This special
anniversary advertisement tells people that they can trust Magnum to continue creating
delicious ice cream because they’ve already been doing it for so long. Because it’s their 25th
anniversary, they also decided to add a hint of fanciness with limited edition Marc de
Champagne. I think they did a good job with making this one stand out from their other
campaigns while still maintaining their style. This ad was also placed well because the
convenience store about five feet away from this bus shelter sells Magnum ice cream bars. If
someone’s waiting for the bus and they want to try this, they can simply go right next door.
Client
Transfer Wise
Agency
Albion Drive
Source
Bus shelter
Strategy
Save money
Target Market
Travelers
Discussion
Transfer Wise compares themselves to other banks and establishes themselves as the “good
guys” in this ad. I like how they only use blue and white. I think it’s good to keep it simple on
some ads, especially when it’s talking about something serious such as finances. The headline
on this digital bus shelter changes from saying “$€ANDAL” to “$CAMM€D.” It’s creative and
intriguing. They used a dollar sign and a pound sign which automatically gets the attention of
American and European travelers. The copy does its job and lets you know that your bank could
be taking money away from you. But if you use Transfer Wise next time you can start saving up
to 90%. This ad made me want to visit their site and hopefully save money on my next
international trip since my bank is one of the ones who overcharges overseas.
Client
Canon
Agency
JWT
Source
Bus shelter
Strategy
Guarantee
Target Market
Photographers of all levels
Discussion
Canon is a well-known electronics brand worldwide and they’re especially popular for
their cameras. The copy reads, “Perfect pictures this summer, whatever happens.” It
also talks about their up to £100 money back guarantee. Even though the pictures of
some of their products are small and the name of the brand isn’t in your face, the ice
cream visual was a good choice. Since it’s all about their guarantee and not being afraid
to capture moments, if your camera falls in the sand or gets destroyed you can still
have peace of mind. Ice cream on the beach is also what pretty much everyone would
rather be enjoying on a hot, summer day than waiting on a bus stop.
Client
Planete Chocolat
Agency
Unknown
Source
Back cover of a magazine for Mini-Europe in Brussels, Belgium
Strategy
Delicious entertainment
Target Market
Tourists
Discussion
Belgium is known for their scrumptious chocolates and this ad definitely plays to that aspect.
This is targeted for tourists because locals would probably not be as interested in paying
someone to show them chocolates they’ve eaten their whole lives. It also has English on it
which shows who they were targeting, Belgium’s two official languages are Deutsch and
French. I think this ad is a little too busy for my taste, but the chocolate visuals did make me
consider going to a show while I was there. I also think it’s interesting how people use the QR
codes here. In the states it would’ve been useless but tourists from other countries will most
likely scan to sign up for a show or get more info.
Client
Chanel
Agency
WPP
Source
Canary Wharf Magazine
Strategy
Luxury
Target Market
High-end fashion lovers
Discussion
Canary Wharf is a very sophisticated area in London and I found this magazine at some
underground shopping mall while I was there. The magazine’s pages are thick and look
expensive which are two ways that this attracts the target market. The ad is simple and
elegant in black and white so the jewelry they’re advertising stands out even more. Like
many other Chanel ads, it has a pretty girl posing with the product which makes others
want to be like her so they buy it. This girl wearing the headband appears to be looking
at the other headband which is subtly saying, “even if you already have one of these,
you can get another one.”
Client
MangaJo
Agency
Pearlfisher and Manchester-based Designbaron
Source
Bus near Business Park
Strategy
MangaJo is the healthy summertime drink.
Target Market
Health enthusiasts
Discussion
Here in London every double-decker bus that I’ve seen has some sort of advertising on
it and in it. This one is about a drink called MangaJo. I’ve never tried it before but it
does look refreshing and anytime that I see an ad that talks about the summertime I
feel like I need a drink like this to keep me cool. In the summer, people also want to be
healthier and fit for the beach so I think they used good copy for this. I could’ve done
without the two random waterfalls of the drink though. It looks like they’re coming from
nowhere. Other than that I like how two different flavors of the drink are shown and
the packaging is appealing.
Client
United Airlines
Agency
McGarryBowen
Source
Front and back pages of the London Evening Standard
Strategy
United Airlines is friendly.
Target Market
Travelers
Discussion
Even though my experience with United wasn’t the best (or friendliest) ads like these
have still encouraged others to continue flying with them. The London Evening
Standard has a circulation of 700,000 so this ad was put in a good place especially
because people have the time to observe it while reading the paper on the tube. The
tagline is “fly the friendly skies” which I think works well with the visual. The
background of Chicago’s skyline made me want to go there and perhaps fly with United
because of the smile going from the words “Chicago” to “friendly.” The copy is also
straight to the point about presenting the new terminal openings in the windy city.
Client
Microsoft Cloud
Agency
Microsoft
Source
The Economist
Strategy
Microsoft cloud is creating groundbreaking technology.
Target Market
People who interested in new technology
Discussion
Many people know that The Economist doesn’t have many advertisements in their
paper so they are very selective with who they decide to let run ads. First of all, The
Economist is one of the most reassuringly expensive, yet forward thinking papers
around. It keeps readers up to date with news in politics, business, and technology.
This ad’s visual makes you want to stop and pay attention to it and even read the copy.
The headline also catches your attention because you ask yourself, “What kind of cloud
cures cancer?” Its purpose seems to be raising awareness of what might be a new
breakthrough in the future for cancer.
Client
Honda Type-R
Agency
Wieden + Kennedy
Source
Time Out Magazine
Strategy
Whip appeal
Target Market
Male car enthusiasts
Discussion
This two page spread is a good use of space for Honda. It is simple and the copy
doesn’t crowd the page. The black space makes me think it would be nice to take a
drive in the new Type-R at night. The car appears to be staring right at the viewer and
the headline, “Men will cry like boys” is humorous. In the car racing world it seems like
drivers are in a cult depending on what make or model they drive so the Honda
restricted label at the bottom may be a tribute to the “Honda drivers only” mentality. I
also think the strategy of marketing towards men can be beneficial to them but red
seems like a car color that more women drive than men.
Client
Austria
Agency
Austrian National Tourist Office London
Source
The Canary Wharf Magazine
Strategy
The perfect getaway
Target Market
Travelers, possibly backpackers
Discussion
At first glance, this ad caught my eye because of the beautiful scenery. The snowcapped
mountains and the natural beauty of the countryside seemed to be calling for my attention.
However, I think the visual would’ve been even better without the people in it that way I could
put myself in the picture a little easier. Also, the smiling face growing out of the grass was
unnecessary. Maybe the face was supposed to be symbolic of finding yourself in Austria but I
didn’t get it at first. The copy was short and simple and I like the idea that you can travel just a
few hours to get to the perfect getaway where it’s nothing like your normal, busy life. I’m not
sure if vacations to Austria are normal for people here in London but if it's as beautiful as it
looks in this ad, I’m sure the amount will go up.