Greatest Marketing Campaigns: Magazines No. 1-5

The images for this assignment were retrieved from 33 Powerful And Creative Print Ads That’ll Make You Look Twice


MA:Discover the Full Story

Advertising Agency: Saatchi & Saatchi Russia, Moscow, Russia

This breathtaking ad showcases the monumental size of Russian architecture, playing with the “tip of the ice burg” analogy. The Shchusev State Museum of Architecture wants visitors to know that if they were to really take time to mine the depths of Russian architecture, they may be overwhelmed by the vastness of the country’s structures. The museum used the advertisement to showcase their exhibition and educate audiences about Russian Architecture. The target for this ad would be very broad, bringing in local, regional, and international visitors, all of whom have yet to “discover the full story” about the architecture of Russia. The ad wants the viewer to attend their exhibition to learn about Russian Architecture, and perhaps go out into the city of Moscow to use their newfound information to admire the city’s architectural gems. The value proposition is in cultivating knowledge and cultural pride in the city’s architecture both near and afar. The ad does an outstanding job of drawing a viewer in with awe and curiosity.


Moms Demand Action: One Child Is Holding Something That’s Banned in America to Protect Them

Advertising Agency: Grey, Toronto, Canada

Obviously, the subject of violence in schools is a very sensitive subject. There was a time when the sensitive subjects in schools involved books rather than guns. Moms Demand Action is an organization working to change gun laws for the safety of school age children. This shocking advertisement is both smart and ironic, playing off the well-known childhood story of Little Red Riding Hood, which was banned in public schools for the bottle of wine in her basket. The ad questions why the obvious danger, an assault rifle, is not also banned. The objective of the campaign is to educate viewers about other ways we have protected our children in the past, and bringing to light the need for change in American gun laws. The effectiveness of these ads will be seen during voting time frames across the country. The target market is most certainly parents and grandparents, as well as teachers and other professions that work with school age children. The ad wants the viewer to visit to support their movement to ban weapons in schools. The value proposition is the safety and security of our most valued possession, the lives and future of our children.


Oogmerk: Get the Respect You Deserve

Advertising Agency: LG&F, Brussels, Belgium

Oogmerk is a Belgian eye glass company and their humorous ad campaign, Get the Respect You Deserve, plays on the concept that glasses help you see, but a good pair of glasses also frame how others see you. A man in a red-stained white t-shirt might be perceived as a butcher, but with the addition of glasses, he becomes an artist. The objective of the ad is for Oogmerk to sell more glasses, and the target market is a full range of people who need and wear glasses, perhaps even a few who don’t actually need glasses but want a certain look. The ad wants viewers to discover Oogmerk Optician’s brand and purchase eye care and glasses from them. The viewer benefits from using the product because he or she can now see better and also feel confident about their look. The value proposition that drives the customer to purchase their glasses at Oogmerk is a combination of fashion and necessity.


Durex: Extra Large

Advertising Agency: The Jupiter Drawing Room, South Africa

This advertisement makes me chuckle, because like many people, I enjoy a good clean, slightly off-color joke. This bold, funny ad is for Durex Condoms, specifically the extra large ones. It shows a fallen hurdle, that presumably has been knocked over by a runner with an “extra large” penis. The objective of the campaign is to inform their target audience (men with extra large penises, specifically athletes) that Durex makes a condom that will accommodate their size. The ad wants the viewer to purchase Durex condoms, and if the action is taken, the man with the large penis will adequately protect himself and his partner during sex. The value proposition is in catering to a specific portion of condom users, by creating a condom that fits their size, making safe sex more likely and more comfortable.


Kielo Travel: Dreaming of a Holiday?

Advertising Agency: New Moment New Ideas Company Y&R, Belgrade, Serbia

This advertisement for Kielo Travel taps into the imagination by making the rings on a binder look like a ladder for entering a pool. The ad appeals to viewers who have been dreaming of a vacation while working hard and perhaps need help deciding where to travel. I, for one, get a little wistful looking at this ad! The objective of the campaign is to increase sales for Kielo Travel. It is time specific to summer vacation or even a winter retreat to a warmer locale. The target market appears to be white collar workers who may have vacation pay in their jobs. The ad wants the viewer to engage Kielo Travel for their holiday plans. The viewer benefits from taking this action by getting package pricing, and travel details taken care of by the travel company. The value proposition lies in not having to work in order to plan a holiday. By hiring a Kielo Travel, the planning and logistics are done by the service so that the viewer can simply go enjoy themselves in the pool.

6 thoughts on “Greatest Marketing Campaigns: Magazines No. 1-5

  1. Joy,
    All of your ads have such an artistic flair and each one evokes a different but equally strong emotion. They are all quite simple in their imagery, but each makes us laugh, feel angry, or feel like we need a vacation.

    The butcher/artist one for the eyeglass company made me giggle. That’s an ad that could totally be recycled right here in Asheville and drive home the same point. Durex was another really funny one.

    The banned books vs. banned gun one made me feel kind of sick on the heals of so much recent violence. How very powerful?!

    And because I REALLY need a vacation, the school binder turned pool ladder was impressively clever. I would love a swim right now because of the emotion those simple pen rings/water ripples evoked.

    Thanks, N


  2. Hey Joy,
    Great post. I too enjoy a good clever joke like the one for Durex. It may come off as a little dirty but it gets the message across to its audience. You also touched on tough subject in our country. The Moms Demand Action ad catches people attention will just one glance. This brings awareness to everyone about the importance of gun control and how as a country we need to reevaluate our policies.


  3. I completely giggled at the Oogmerk ad. Very humorous. The Moms Demand Action ad is very powerful and you did a wonderful job analyzing it. It is so relevant nowadays with all of the school shootings. Great job Joy you have picked out some very good ads and managed to find ones that are varying in message and the emotions they evoke. The eyeglass ad vs. the Moms Demand Action, for instance, are wildly different ads. I like that you chose some ads that were run outside of the states as well.


  4. Thanks for sharing Joy! You have found some really good advertisements. I thought the Moms Demand Action advertisement was really powerful and causes viewers to think more critically about complicated issues. The Durex commercial was hilarious. The Discovery the Full Story caught my eye immediately. Your post has taken me through a range of emotions in feelings in matter of minutes. Great choices!


  5. Oh! I laughed at the Durex add, not to mention your analysis of the ad Joy, that really is an interesting and humourous ad! Good work. I think the school shooting one is also interesting and definitely makes one think, so it is very effective. You always do well on this type of assignments!


  6. The durex ad was definitely funny. Humor (and sex) sell for sure. I think the banned book ad was extremely powerful too especially in today’s world. Thank you for your great reviews.


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