The following press ads were retrieved from

The World’s 17 Best Print Campaigns of 2013-14

The following ads are Grand Prix and Gold Lion winners from Cannes

2014-cannes-press-penguin-2

Client: Penguin Group China
Agency: Y&R, Beijing
Gold Lion Campaign
Penguins holding microphone booms crash scenes from literature in these ads for new Penguin audiobook versions of the classics.

The objective of this print campaign was to inform customers about a new collection of classic audiobooks. Penguin Books are well know for their strong cover illustrations. The addition of the client’s mascot, the penguin, along for the journey is playful and humorous. With audio books becoming more popular with increased mobility, the target audience is book lovers who adore the classics, but are often on the go. The ad hopes to induce these mobile listeners to purchase Penguin Classic stories and listen during their travel time. The value in adding the classics to audio selections means that listeners will feel like they have participated in a classical reading tradition without having to spend time physically reading the book. This allows listeners to multi-task, whether during a commute or just cooking dinner around the house. Penguin Books has long been known for their orange binding, a branding which signifies quality reading. Now their consumers have another way to read, and they can trust both the story and the audio will be of good quality.

 

2014-cannes-press-omo-2

Client: Unilever / Omo
Agency: Lowe Vietnam, Ho Chi Minh City
Gold Lion Campaign
Virtual fun just doesn’t stack up to getting down and dirty in the real world, according to these ads for laundry detergent, themed “Dirt is good.”

The objective of this ad is to persuade parents to encourage outdoor play, letting children get dirty, and therefore create the need for laundering dirty clothes. However, this ad has a little heart, too. Sure every kid these days has an iPad, but the learning, doing, imagining, and growing that is most important to childhood might just be outside of the screen. This ad does a wonderful job of comparing these two ways of child’s play. The target market for this ad is mothers who struggle with the choice between screen time and outdoor play. Obviously, Unilever/Omo would very much prefer mothers promote outdoor playing since it means kids get dirty and will need to have their clothes laundered, hopefully by a mom who has been swayed by their ad to use Unilever/Omo detergent. The value proposition to the customer is they will feel good about having their children get dirty outside (“Dirt is good.”) They are also prepared to wash clothes with a brand and product that supports their parenting choices.

 

2014-cannes-press-mcdonalds-1

Client: McDonald’s Austria
Agency: DDB Tribal, Wien, Austria
Gold Lion Campaign
Prickly. Fragile. Explosive. Your mood in the morning can be unpredictable, but McDonald’s is there to help you through it.

This prickly cactus man made me laugh. Although I have never felt this way while hungry for breakfast, I’m pretty sure my toddlers have! The objective of this ad campaign is to offer an easy choice for breakfast to hungry, busy people. McDonald’s is a classic in fast food, and also adept in advertising. The tag-line “Leave your morning mood behind,” is written in a rather “friendly” font, especially compared to the prickly cactus man. I think when we see a McDonald’s ad, we also take in what we believe about their brand from our own history. That said, McDonald’s has to continually recreate it’s brand associations. Here, McDonald’s is promoting the availability of a fast food breakfast in hopes that their target audience (hungry, busy people who get up early) will remember that McDonald’s is more than just burgers. They hope this group of consumers will make breakfast at their chain a habit, and by eating breakfast, the consumer will be able to leave their morning mood behind, feeling satisfied and ready to face the day.

 

2014-cannes-press-jeep-1

Client: Jeep
Agency: Leo Burnett, Paris
Gold Lion Campaign
Jeep advertised its free-roaming ethos with images of animals which, when flipped, became different animals. “See whatever you want to see,” said the tagline.

I kept coming across this ad in my searches, and it’s simplicity really struck me. It took reading the description for me to see the optical illusion. The objective of the ad campaign is to further solidify Jeep’s reputation as a rugged, adventure vehicle. The dichotomy of visual choices and the tag-line “see whatever you want to see,” plays with the viewer’s imagination twice over. It makes a positive impact on Jeep’s brand, but it also compels the consumer to imagine owning a Jeep that can take them on an adventure. The ad wants viewers to purchase a Jeep vehicle. Although there are a fair share of adventurous women out there, the target audience is mostly men. The value proposition is that Jeep owners seem to live adventurous lives and they have purchase a rugged vehicle with which to explore the world.

 

2014-cannes-press-harley-1

Client: PHD Bikes / Harley Davidson
Agency: Y&R, Prague, Czech Republic
2 Gold Lions Campaign
“During the Second World War, Czech riders dismantled their bikes and hid them amongst household objects so they wouldn’t be confiscated and used to continue fueling the Nazi war machine. These ‘parted out’ bikes became symbols of hope that one day freedom would prevail and they could be put back together to reclaim their rightful home—the open road.” These ads used that piece of historical trivia to stylish effect.

I like the story angle of this advertisement, and the tag-line “a piece of freedom” really drives the story home for me. The objective of this ad campaign was to highlight a part of motorcycle history, and educate consumers about this history in Harley-Davidson’s company. Harley drivers (and motorcyclists in general) have a persona of being outsiders, and this story should really resonate with some of the drivers and future Harley-Davidson owners. The campaign hopes by highlighting this story about Czech riders, that Czech consumers will identify with the US Harley-Davidson outsiders and the feeling of freedom while riding a motorcycle, prompting them to purchase a Harley-Davidson motorcycle. The value proposition lies in creating a feeling of freedom for a citizen of a recently liberated country, while also giving them a connection to the outsider persona just by owning and driving a Harley-Davidson motorcycle.

8 Comments

  1. Wow Joy. These ads have such powerful stories behind them. It is amazing the power of a photograph or illustration. No matter who you are or where you come from, you can pull something pretty meaningful from all of your selections. The last one really caught my attention the most. I stared at that image and digested it a few times. It is interesting to read the connection they are trying to communicate in this ad. I am curious to learn more.

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  2. Joy,

    Love the ads and presentation, as usual! Your assessment of the Moby Dick target audience being people on the go who like to listen to classic audio books seems spot on. As you pointed out, they do a really good job focusing on the popular illustrations know in the Penguin book classics, and tying this into the new audio stories. I also really like the penguin’s appearance on the boat! The McDonald’s Austria cactus person ad is fun too. As a person that takes a while to wake up in the morning, I can identify with how they have captured the “leave me alone attitude.” I normally look forward to my morning tea, coffee and smoothie first, but for McDonald’s eaters, this is a way to create the connection of a warm, filling meal to help start the day.

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  3. The Haley Davidson ad is so surprising to me. I never knew that story. They take such a different marketing and branding approach in the US. I feel like if they used the same kind of ad around memorial day or different history weeks in the States, they could impress and communicate with a slightly different consumer here.

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  4. Hey Joy
    Great selection of ads. I think one of my favorites is the one for McDonalds. The image is striking and it immediately gets it’s point across. I also like the one about kids playing outside. It has a very natural look and conveys a great message. both of these features will help parents associate this product with both of those things. It would give me a good impression of the cleaner!

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  5. Hello Joy,
    Great job on these ads. I really liked the McDonald’s ad. I think that was a picture of me on some morning. I also liked the Jeep ad. Pictures like that always appeal to me. Its shows that its all about your perspective and your willingness to look at things from different angles. Much like this ME program.

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  6. Great job Joy! The Omo outdoor play advertisement is my favorite simply because of the messaging. I think the McDonald’s and Jeep advertisements caught my eye the easiest. The characterization of the cactus was a great point of emphasis to understanding the ad. The Jeep advertisement was just so unique, even though I was confused until I read more about it.

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  7. Very good work Joy, I agree that McDonalds certainly has to continuously shift their approach. The cactus ad is a new one for me, I have never seen this one. Of course I can not even imagine how many ads the fast food giant actually has out there. I like this one though, it made my smile, I think cactus is super cute. You actually did me a service though in your analysis on the cactus ad, I was not really sure what was going on until I read into your analysis, you do a great job breaking them down.

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  8. The story behind the Harley Davidson ads is very interesting, ads like that are really different and give readers the added value of learning something new and cool. Good ad choices and analyses Joy!

    Like

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