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MKT4300 Creative Advertising<br />
Portfolio<br />
~April 11 th , 2018. Melinda Benson. Dr. Cathy Cobb Walgren~
FOOD AND WINE MAGAZINE PRESS KIT<br />
RATE BASE: 925k<br />
Avg. Ad Cost: $140,385<br />
CPM: $151.76
Execution: This ad doesn’t have any powerful attention grabbers, but<br />
the sense of movement, large visual, and vibrant colors do catch the<br />
eye effectively. The ad’s message, “drink Twinings tea because it is full<br />
of flavor” is clearly communicated, even if somebody doesn’t read the<br />
body copy. The style of layout is picture window, with the large glass<br />
of tea being the main visual and the body copy/headline positioned<br />
at the bottom. It could be considered a poster layout; however,<br />
the color gradients stop right where the headline begins, and it<br />
transitions to a clear white background. The unity in this ad is<br />
good. The fruit and tea elements in the visual work and blend<br />
well together. The colors between the fruit and tea match so<br />
that no part of the drink is overpowering. The body copy and<br />
headline are separated from the busy visual, allowing it to be<br />
displayed clearly. The white space around the cup is large<br />
enough to make the ad not feel cluttered. The dominant tea<br />
visual is well executed. The large size and powerful colors make<br />
it look flavorful. Dominance between the copy could be better.<br />
The headline is competing with the words above the visual (“300<br />
years of tea experience) which is fairly large. The balance between<br />
the visual and the body copy is also very good. Although the visual is<br />
the strongest part of the ad due to its size and colors, it doesn’t overpower<br />
the central message of the ad in the body copy. The visual path is<br />
a straight vertical line. It starts from the top to the bottom. This visual path is<br />
interesting because the headline is placed below the visual, whereas the headline<br />
is usually at the top. The only bad thing about this path is that it doesn’t lead directly<br />
to the logo or brand name. To see the brand’s name, one would have to look carefully<br />
at the tiny product feature in the lower left-hand corner. The headline “Infuse your life<br />
with flavor” is a command style headline. The body copy flows so smoothly that one could<br />
argue its as sweet as the tea its advertising. It compliments the headline by going into depth about<br />
the tea’s infusing and tasty flavors. The length is short, sweet, and to the point at just two sentences long.<br />
Despite how short it is, the two sentences get a lot of mileage. It reads quickly and the flow between each word and<br />
adjective is done perfectly. The tagline “Teas that fit your every mood” is good but somewhat goes against the central<br />
message of the ad. The ad’s message is that the teas will help “infuse” your life with flavor. But the tagline suggests that<br />
the tea adopts perfectly with your life as it currently is. This is just a minor setback considering that most people will not<br />
look that deeply into the ad.<br />
Brand name: Twinings<br />
Twinings Tea<br />
GRADE<br />
B-<br />
Tagline: Teas that fit your every mood<br />
Media Vehicle and Publication Date: Food & Wine Magazine Feb 2018<br />
Primary Target: Tea Drinkers<br />
Primary Benefit: flavorful and delicious<br />
Strategy: Generic.<br />
Creativity: There is nothing creative about this ad.
Brand Name & Tagline: Top Chef - “Carving up Colorado”<br />
Media Vehicle & Publication Date: Food & Wine Magazine. Feb 2018<br />
Primary Target: Individuals who enjoy competitive cooking shows and/or .<br />
like to cook.<br />
Primary Benefit: Inform audiences about Top Chef’s showtimes and<br />
produce hype.<br />
Strategy: This ad is generic. It is used to promote the brand. This ad successfully<br />
accomplishes this by displaying an exciting art spread.<br />
Creativity: This art spread is one of the most original advertisements I’ve seen in a while.<br />
Utilizing the tagline by having a knife snowboard literally “Carving up Colorado” is<br />
remarkably clever.
Execution: This generic ad is extremely well executed. It is impossible to not want to look at it. This<br />
ad has considerable stopping power even though it does not contain any elements that instinctively<br />
grabs attention (such as pets or babies). This stopping power is achieved through its double spread,<br />
bleeding, poster layout. The ad’s simplicity, with just its logo and three-word slogan, clearly conveys<br />
the main purpose of the ad: to generate excitement and inform audiences of showtimes.<br />
This ad uses interesting white space shapes and separates visual elements to create a sense of<br />
unity. The bold blue color takes up most of the ad but helps make the visual and logo pop. The<br />
double page spread allows the ad to have two dominant features: the logo and the knife rider.<br />
Dominance of these two features is emphasized by size, color, and position (both elements in the<br />
visual center of the page). Balance between the two visuals are asymmetrical, both elements carry<br />
equal weight. Visual path is shaped somewhat like a triangle, with our eyes hitting the logo first,<br />
then then down to the rock slope, and then up to the knife rider. The type of headline (Carving up<br />
Colorado) is a pun in relation to the visual. The headline also utilizes assonance (Carving/Colorado).<br />
This ad does not have any body copy, instead allowing the visual to speak for the program.<br />
Overall Grade<br />
A
MAUI<br />
Brand name: Maui<br />
Tagline: Let Hawaii Happen<br />
Media Vehicle and Publication Date: Food & Wine Magazine Feb 2018<br />
Primary Target: Vacation Travelers<br />
GRADE<br />
B+<br />
Primary Benefit: Relaxation, Adventure, Fun<br />
Strategy: Lifestyle. This ad executes this strategy well by showing the<br />
adventure being undertaken by the men in the ad.<br />
Creativity: The headline is creative and cute. It ties well with Maui’s main<br />
benefits and the picture.<br />
Execution: This ad has considerable stopping power. The captivating environment, the men looking<br />
over their shoulder in curiosity, and the camera angle makes the ad interesting enough to make<br />
somebody want to spend time with it. The ad’s message is clear. The ad is showing that Maui is a<br />
vacation destination full of adventure and excitement. This is clearly communicated through the visual<br />
and headline. The style of layout is poster. This layout works very favorably with the ad’s main<br />
message. The large picture and the camera angle makes the reader feel like they are physically in the<br />
scene. Its as if the reader is floating in the water, experiencing the paddleboarder’s adventure. The<br />
unity between the elements is good. The ad divides out the water, the paddleboarders, and the sky<br />
evenly. By dividing up the different elements into layers, the ad gains a sense of cohesiveness.<br />
. The balance is also good. There is no part of the visual or headline that overpowers one another. Each<br />
element has equal weight. The only balance issues this ad has is the red GPS markers. The red really<br />
pops out on the page, and it is not the important part of the ad. The visual path of the ad is confusing.<br />
The eye has no idea where to start or where to go. The path goes from the center of the page at the<br />
headline to the paddleboarders, up to the top red marker to the bottom red marker, and then up to<br />
the logo in the top right. It’s a crazy path. It wouldn’t be surprising if the logo was missed by the<br />
majority of readers. The headline is in reverse type and it’s a quotation. It’s a tweet from a vacationer.<br />
The headline, although its white on a light background visual, manages to pop very nicely. The use of a<br />
blue color to emphasize the tagline was an excellent design choice. The headline is creative and cute,<br />
managing to add a little twist in a single sentence. The lack of body copy makes the add clear and lets<br />
the headline and visual deliver the message effectively. The tagline “Let Hawaii Happen” utilizes<br />
alliteration and can be used a common phrase. It is like the famous “What Happens in Vegas stays in<br />
Vegas” tagline. The tagline is a command and invites people to let go, relax, and accept the adventure
Capital One: Savor Card<br />
Brand Name: Capital One<br />
Tagline: *not present*<br />
Media Vehicle: Food and Wine February 2018<br />
Primary Target: Foodies.<br />
Primary Benefit: Get cash back on food and dining experiences.<br />
Strategy: This is a hybrid advertisement. It is utilizing lifestyle and resonance strategies. Many<br />
readers of Food&Wine Magazine are individuals who love to eat and make gourmet food, so this ad<br />
is appealing to their lifestyle. The ad also has a resonance strategy because it is utilizing nostalgia<br />
(memories) and the romance of engagement.<br />
Creativity: This ad is average when looked at from a creative perspective. The connection<br />
between memories and food isn’t a novel association.<br />
Execution: Although this print ad has no elements to give it remarkable stopping power,<br />
the crisp layout and various visuals makes a reader want to spend a little bit more time with<br />
the ad. The central message of the ad is, “life’s fondest memories will be initiated or built<br />
around food. Use this card to save money on that food.” This message is presented clearly<br />
through a very direct headline. This is a very organized circus style ad layout. Unity is well<br />
preserved despite this circus layout. The food elements around grouped closely together<br />
while the romance elements (rose and ring) are together at the bottom. White space is used<br />
to separate all the visuals equally. In terms of balance, this ad could’ve been better. The<br />
steak and wine overpower the romance and card visuals because of their size. The<br />
asymmetrical balance is done effectively and does not distract from the ad’s central<br />
message. All the elements do follow very straight horizontal and vertical lines. The wine is<br />
perfectly horizontal while the steak is perfectly vertical. The most dominant element of the<br />
ad is the headline and steak platter. The colors of the various visuals could’ve been changed<br />
to make the smaller (more important) visuals more noticeable. For example, the ad is trying<br />
to sell the Savor Card, but it is not front and center. The orange color blends in with the<br />
beige baguette, wine screw, and steak. Having a striking card color, changing the<br />
background grey, or changing the other element’s colors would’ve helped make the card<br />
pop. The circus style makes the visual path vary person to person. The most likely path is<br />
from the headline to the steak, to baguette, to wine, to ring, to body copy. The body copy is<br />
short and reinforces further explains the headline’s message. The placement could’ve been<br />
better, because it is all the way at the bottom and much smaller than the visuals. It is likely<br />
to be overlooked. The headline peeks the reader’s curiosity. The reader wants to understand<br />
why they would forget what they ate.<br />
GRADE<br />
B
100 Years of Chevrolet Advertising<br />
The 1910’s marked a bustling and<br />
productive decade in US history.<br />
The economy was taking off, and<br />
there was a substantial demand for<br />
cars. To the left is one of<br />
Chevrolet’s earliest ads. Its<br />
simplistic and type heavy. The body<br />
copy lists out the primary benefits<br />
of owning a Chevrolet car, prices,<br />
and the address of the retailer. This<br />
ad adopts a very hard sell style, listing out logical reasonings and<br />
advantages of owning a Chevrolet. The ad has no clutter, carries a<br />
nice frame, and is monochromatic.<br />
The roaring 20’s ushered in a<br />
decade of prosperity and wealth<br />
for Americans. This Chevrolet ad,<br />
sporting a full array of bright<br />
colors and a cheery visual,<br />
mirrors this prosperity. The ad<br />
focuses ore on an emotional sell<br />
rather than the hard sell tactics<br />
The visual, women in swimming shorts, reflects the 20’s as a<br />
time for women’s liberation and the liberation of sexual desire.<br />
The ad itself is very copy heavy and is cluttered. We have two<br />
separate visual sections and two different copy sections. The<br />
logo is displayed twice which feels a bit redundant. Overall,<br />
however, this is a very nice print ad.<br />
1910 1920
The 30’s halted the escalating<br />
economic prosperity from the<br />
20’s and ushered in the Great<br />
Depression. This ad shows a<br />
switch back to hard sell and the<br />
focus on money saving features<br />
of Chevrolet. The ad has a circus<br />
style layout and a lot of copy.<br />
The headline “I can’t believe it, but the gas tank proves its true”<br />
utilized curiosity to attract readers who, at the time, needed to<br />
find any ways possible to save money. The dark red color accent<br />
on the type and visuals help add unity and balance to each element<br />
Above is the storyboard for Chevrolet’s first tv ad. With<br />
the Great Depression now over because of the war’s<br />
economic boost, Chevrolet was able to switch back to<br />
an emotional sell. Here in this simplistic tv ad, a boy<br />
and a girl share the back seat of Chevrolet and arrive<br />
at a house. The story structure of this ad is boring, but<br />
considering that it’s one of the first television ads, it<br />
can get a pass.<br />
1930 1940
In the golden age of advertising, brands were ready to flex their<br />
creative muscles. Take this 1956 Chevrolet ad and compare it to<br />
ads of the previous decade. The tone of this ad takes a much<br />
more fun and lighthearted approach to selling cars. The design<br />
layout of this ad is showing a better adherence to dominance,<br />
unity, and balance factors. The car visual, copy, headline, and<br />
logo work well together because of the excellent use of white<br />
space. No element is competing with the car/woman visual for<br />
dominance because of its size and vibrant colors.<br />
In the creative ad revolution of the<br />
1960’s, Chevrolet introduced one of<br />
its more famous and expensive ad<br />
concepts. In a 2-minute television<br />
commercial, Chevrolet blew up an<br />
Impala and made the footage play<br />
in reverse. This ad stunt drew a lot of attention and awe from<br />
consumers. Back in the 60’s, seeing something such as an explosion in<br />
reverse must’ve been incredible. This television ad shows Chevrolet<br />
using the lure of entertainment to advertise a product. The concept and<br />
execution of this tv ad fits well within the 60’s creativity revolution.<br />
1950 1960
The 70’s was a time for<br />
brands to claim who they<br />
are and who they are for.<br />
Product positioning was<br />
a becoming a necessity.<br />
Chevrolet’s advertisements starting now to the present focuses on<br />
its patriotic roots as its positioning claim. As seen above, the<br />
headline of the ad is “Building a better way to see the USA.” The ad<br />
has a soft-sell approach and hopes to make it “America’s car” in the<br />
consumer’s mind.<br />
The 80’s ushered in another decade of creativity for<br />
advertising. Staying with its positioning claim of patriotism,<br />
Chevrolet released the “Heartbeat of America” television ad.<br />
The emotional ad went on to win many awards despite<br />
Chevrolet losing market share.<br />
The beautiful red, white, and blue colors and sense of<br />
American unity made for a well rounded emotional<br />
advertisement.<br />
1970 1980
The Heartbeat of America<br />
was popular but did not<br />
increase market share.<br />
So, in the 90’s, Chevrolet<br />
changed its slogan to<br />
“Genuine Chevrolet.”<br />
The ad’s headline “How can a man who’s so bad, be so good on<br />
Sunday?” is creative a humorous. This ad shows some elements of<br />
both hard and soft sell. The soft sell being that Chevrolet can give the<br />
“racecar” image to its owners. The hard sell being the showcasing of<br />
Chevrolet’s quality and dependability meeting the standards of the<br />
race car world.<br />
The 90’s gave birth to the internet. The amount of Internet users was<br />
rapidly increasing through the 90’s. The internet will slowly be putting<br />
consumer’s in power. Chevrolet opens its website in 1995;<br />
In the 21 st century,,<br />
consumers are in full<br />
control of what they<br />
buy. With the internet,<br />
consumers are now able to look up reviews, order products<br />
online, and communicate with one another. Chevrolet’s ads are<br />
now taking part in media events, such as the Super bowl, and are<br />
posting their advertisements online. Most Chevrolet ads are now<br />
visually dominant and/or television commercials. Take the print<br />
ad above as an example of how far advertisement execution<br />
quality has come. The tornado looks incredibly realistic, thanks to<br />
software like Photoshop. Chevrolet advertisements are careful to<br />
have a blend of soft/hard sell to appeal to the wide range of<br />
available consumers.<br />
1990 2000
An archer is more likely to hit<br />
their target if they aim. The<br />
same principle applies to the<br />
advertising professional. Unlike<br />
an archer, an advertiser’s target<br />
is invisible. It can only be<br />
revealed after looking at every<br />
angle. After receiving a new<br />
account, an advertiser should<br />
consider immersing themselves<br />
into their client’s business. They<br />
must look at the business<br />
environment. Listen to the<br />
client’s customers. Understand<br />
their wants and needs. The<br />
advertiser should try the<br />
competitors’ product, as it may<br />
lead them to uncovering<br />
strengths or weakness that have<br />
not yet been exploited.<br />
Strategy in advertising is utilizing<br />
research and other means to<br />
create a message that effectively<br />
conveys value to a target audience.<br />
This value is often communicated<br />
through a product’s positioning in<br />
the market place. Tactics in<br />
advertising are the means to which<br />
an ad campaign accomplishes its<br />
strategic objective. Simply stated,<br />
advertisers must determine how<br />
their strategic message will reach<br />
their audience.<br />
If the client’s positioning<br />
is weak, the advertiser may<br />
have to find a new pedestal to<br />
place the product on. The<br />
advertiser should take a<br />
factory tour, go through the<br />
buying process, imagine the<br />
customer’s daily life, study the<br />
competitors advertising. there<br />
is a limitless number of angles<br />
an advertiser could pursue.<br />
Research, knowledge, and<br />
analysis is the essence of<br />
these angles. An advertiser<br />
can never see the target with<br />
100% clarity, but with each<br />
angle they analyze, the target<br />
becomes clearer.<br />
Sullivan, from the novel Hey<br />
Whipple Squeeze This, goes into<br />
length about the authenticity<br />
tactic. By “disarming distrust” in<br />
an audience, Sullivan states that<br />
audiences will be more open to<br />
receiving an ad’s message.<br />
Disarming distrust can be<br />
accomplished by admitting a<br />
product’s weaknesses, under<br />
promising and overdelivering,<br />
and admitting that the ad is a<br />
paid message.
NEED AN AD IDEA?<br />
BRAINSTORM BRAINSTORM<br />
SAY<br />
“What you<br />
want to say”<br />
& THEN ADD A TWIST TO IT. MAKE IT DIFFERENT. MAKE IT NEW.<br />
REMEMBER…<br />
Sell the product<br />
not yourself<br />
JOT DOWN ANY<br />
IDEA THAT<br />
COMES TO MIND<br />
DON’T BE AFRIAD OF BAD IDEAS AND DONT<br />
THROW OUT IDEAS YOU THINK WON’T WORK.<br />
GET OUT OF YOUR<br />
COMFORT ZONE TO<br />
HELP YOU THINK<br />
DIFFERENTLY<br />
TIME SPENT TALKING CAN BE TIME SPENT DEVELOPING<br />
YOUR IDEAS. BE SMART. TALKING < WRITING.<br />
GO AHEAD AND SAY<br />
“ADIOS”<br />
TO YOUR DEVIL’S ADVOCATE<br />
MAYBE THINKING ABOUT THE PROBLEM AS A QUESTION WILL HELP? WOULD THAT GET YOUR CREATIVITY GEARS TURNING?<br />
AVOID = Formulas + Clichés + Puns<br />
?<br />
Think you got a good<br />
idea? Put it on a wall<br />
Cover the wall with<br />
ideas.<br />
Can you find any<br />
connections?<br />
Know when the stop!<br />
Work with the ideas on the wall.<br />
Never stopping = no finished product.
Prompt: Using a rose as a metaphor, make an ad for Pendleton Blankets<br />
She is the soul that keeps you warm,<br />
the one who eases your discomforts,<br />
the beauty in your eye,<br />
Of course, she is…
The Brand Manifesto<br />
A brand manifesto is a brief but inspiring declaration of a brand’s mission,<br />
essence, and values. It is necessary to note that this manifesto must be<br />
written with fire from the soul. Whomever reads it must immediately feel<br />
empowered and feel a connection to the brand.<br />
Sprouts Farmers Market<br />
official mission statement<br />
Sample of a brand<br />
manifesto for Sprouts<br />
Where does the journey begin? In the snow peaked<br />
mountains of the Himalaya? The crashing falls of<br />
Niagara? Along the stone path atop the Great Wall? It’s<br />
interesting how images of far away, intriguing, lands<br />
greet us at the thought of adventure. Perhaps its Human<br />
nature to dismiss our own backyard as the beginning of a<br />
great story, but at Sprouts we believe that local, healthy,<br />
food is all it takes to start your chapter one.<br />
Healthy living is the closest and most enriching journey<br />
that you can embark on today. It must be understood that<br />
like any great story, there are conflicts that must be<br />
conquered. Living and eating healthy consists of choices<br />
that must be made with wise consideration. Don’t worry,<br />
you don’t have to take this on alone. At Sprouts, we<br />
understand that these choices can be challenging, which<br />
is why we are committed to inspire, educate, and<br />
empower every journeyer to make healthy decisions<br />
every day.<br />
The next time you dream of distant and thrilling lands,<br />
remember that adventure doesn’t require a plane ticket.<br />
If you crave a challenge and the power of a healthy mind<br />
and body, then this is your official call to adventure. Step<br />
through our doors and let us inspire you to make the<br />
decisions that will lead you to living a happier, more<br />
balanced life. So, do you accept the call?
Writing good body copy is becoming more<br />
challenging. As Sullivan points out, our attention<br />
spans are getting smaller. It seems like the only<br />
way for an ad to be noticed these days is if it uses<br />
shock value or an extraordinary visual. But if a<br />
body copy is written well, it can leave an equally<br />
effective impression than a primarily visual<br />
concept, if not more so.<br />
It’s easy to spot good body copy. It’s even easier to spot bad<br />
ones. A good copy will be written in a conversational tone<br />
and simple English (pretentiousness is bad). The transitions<br />
between the short paragraphs will be smooth, ensuring that<br />
the pace and flow of the words are effortless. Nothing in the<br />
copy should be a redundant statement of the tagline or title.<br />
No sentence can be wasted. Finally, a good copy will be sure<br />
to finish with a bang. Add a little twist or zinger at the end<br />
to imprint the message into the reader’s conscience and to<br />
also reward them for taking the time to read it.<br />
Take note from Germany’s Public Bank ad on the left. This body<br />
copy, although long, is written with such authenticity and<br />
simplicity that it manages to hold a reader’s attention. The<br />
writing style is very inviting, using second person to put the<br />
reader as the main character. It’s a story about themselves, and<br />
the reader wants to know what will happen. The use of<br />
question and exclamation points produces a playful tone to the<br />
story while the relatability of the scenarios keeps up its genuine<br />
nature. At the end, the reader is given the dramatic ending.<br />
After all that reading, you finally understand what the ad was<br />
all about. It’s a simple twist, but its clever and as fun as the<br />
body copy itself.<br />
THE ART OF BODY COPY
simplicity<br />
Sullivan sums it up quite nicely, “simpler is almost always better.”<br />
Sure, having an ad brimming with special effects and crazy visuals is<br />
cool, but is memorable? Since most ads today are chaotic shouts<br />
vying for attention, they are quickly lost in the chaos they produced.<br />
Simple messages are easy to remember. They also do not require<br />
much attention, so they can reach consumers more effectively. By<br />
cluttering an ad with so many details, consumers are left with nothing<br />
to focus on. Simple words, either by themselves or grouped in a nice<br />
short phrase, can let consumers concentrate and ask themselves, “why<br />
do these words inspire me?” Simplicity is a powerful art, and it<br />
should send all those crazy ad ideas trembling back to their agencies.<br />
Below is a simplified billboard version of a Splenda Naturals magazine ad<br />
(shown on the left). The magazine ad goes on and on about how ‘natural’ the<br />
product is. However, the USP of this product isn’t ‘naturalness.’ Its unique<br />
factor is how it no longer has a bitter aftertaste. In three words, the value of<br />
simplicity can convey this message to consumers quickly and loudly.
SO WRONG ITS GOOD<br />
“Wrong” advertisements don’t play by the rules.<br />
Design fundamentals and copy writing guidelines are thrown<br />
to the wind. Wrong ads can be intriguing and captivating<br />
because it goes against the grain. When something is different,<br />
it doesn’t go unnoticed.<br />
Caution should be taken when creating a wrong ad. If<br />
executed poorly, a wrong ad can become bad ad.<br />
Bad is bad. Wrong is good.<br />
Look at the McDonalds ad on the left. The headline reads, “We<br />
don’t hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese,<br />
Chinese or Peruvians.”<br />
Of course, a reader’s reaction to this headline is most likely<br />
going to be, “What the hell!?” The reader, now confused, is<br />
going to want answers.<br />
The headline is the most read part of any ad copy. It usually<br />
contains the central message of an ad. But here, as you can<br />
see, McDonalds decided to flip the script. By having such a<br />
shocking headline, it ensures that readers will read the body<br />
copy below. The body copy, containing the ad’s central<br />
message, is tiny compared to the headline.
THE QUIZNO SPONGMONKEYS<br />
DISASTER<br />
-television commercial-<br />
*harsh off-key voice sings script as a guitar plays<br />
in background. The “SpongMonkeys” shown<br />
above are the singers*<br />
Script: “We love the subs”<br />
“Coz they are good to us.”<br />
“The Quiznos Subs!!!”<br />
“They are tasty they are crunchy they are<br />
- warm BECAUSE THEY TOAST THEM!!!”<br />
“THEY GOT A PEPPER BAR!!!”
There are stupid ads that are stupid in a<br />
good way.<br />
Then there are stupid ads that are stupid<br />
in a bad way.<br />
The Quiznos Spongmonkey ads are an<br />
extreme example of the bad variety.<br />
The execution quality of the Spongmonkey ads is so low that it<br />
is impossible to tell whether it’s supposed to be funny or sad.<br />
The creatures are so strange, borderline grotesque, that they<br />
distract from the ad’s main message. Communicate Quiznos’<br />
unique selling proposition (toasting and pepper bar) through a<br />
scratchy, hacked singing voice is not ‘funny.’ Its annoying. The<br />
singing is so bad that its even more distracting than the<br />
Spongmonkeys themselves. Its hard to make a reasonable<br />
connection between these creatures and Quiznos subs. What<br />
was Quiznos trying to communicate? That their subs are best<br />
represented by butchered rat monkeys that don’t know how to<br />
sing?
Truth + Conflict = Platform<br />
u<br />
Truth: Sock it to Me designs<br />
carry a lot of personality.<br />
Conflict: It reflects who you<br />
are.<br />
Platform for Sock it to Me<br />
The sock’s design dictates<br />
the wearer’s personality,<br />
actions, appearance, or<br />
attitude.
American Express (AMAX): Open Forum<br />
American Express created Open Forum, a website that hosts valuable<br />
business knowledge, advice, and opinion pieces. Authors from a wide<br />
range of different business sectors are invited by American Express to<br />
write on Open Forum. The result is a rich library full of insight and<br />
wisdom that is available to anyone. Instead of bombarding consumers<br />
with advertising expressing what American Express can do for them,<br />
Open Forum goes ahead and does it.<br />
The WireCutter<br />
The WireCutter promotes products through expert reviewers. This type<br />
of advertising is only effective when done properly and genuinely. The<br />
WireCutter spends approximately 200 hours on every product to create<br />
an all-encompassing review. With each review, there’s a link to where<br />
readers can purchase the product. The WireCutter is a company that<br />
advertises and sells products through their ability to provide highquality<br />
reviews from non-brand affiliated persons.<br />
Airbnb<br />
Airbnb takes full advantage of social media’s power. Their Instagram,<br />
Facebook, and Twitter have content that is humorous, relevant, and<br />
useful. Much of their content is user-generated, which has resulted in a<br />
very high level of engagement on their pages. Content includes how-to<br />
videos, city maps, host guides, travel forums, and beautiful pictures.<br />
Airbnb successfully advertises themselves through their own social
Today, everyone is connecting,<br />
communicating, and engaging with one<br />
another through the internet’s high<br />
speed digital highway. This highway<br />
allows for ideas, messages, and media to<br />
be dispersed instantaneously.<br />
The internet’s capabilities opened a<br />
whole new world of advertising<br />
possibilities. Technology and social<br />
media allow businesses to communicate<br />
with customers in ways that traditional<br />
advertising cannot.<br />
Digital advertising works differently<br />
than traditional advertising. Unlike<br />
traditional, digital can take advantage of<br />
the internet’s ability to quickly share<br />
and provide content to its users.<br />
Digital advertising will utilize these<br />
advantages in creative ways. Usually,<br />
the creativity involved with successful<br />
digital advertising involve finding ways<br />
to provide relevant and useful content to<br />
its consumers.<br />
Technology’s endless range of<br />
possibilities allow businesses to connect<br />
with its user base in a variety of ways.<br />
The deeper connection that digital<br />
advertising creates is what makes it so<br />
powerful<br />
Digital advertising can be simple: like a<br />
how-to video posted on Facebook. It can<br />
also be complex: like utilizing the<br />
technical codes and aspect of technology<br />
to communicate a message.
Client Name: Dr Pepper Snapple Group<br />
Product: Snapple<br />
Job Description: Create a magazine ad<br />
MMB Agency Brief<br />
Business Problem:<br />
Snapple has strayed far from its brand image and imaginative personality of the 1990’s. It has<br />
turned into a brand that consumers no longer have a connection to. Additionally, tea products<br />
have had a hard time positioning themselves to be as interesting as caffeinated beverages.<br />
Target Audience:<br />
Global Audience, especially soft drink and tea consumers.<br />
What do We Want Them To Think Or Feel?<br />
That Snapple is a brand that is fun and has a lot of personality.<br />
What is THE ONE THING The Advertising Has to Say?<br />
Tea, particularly Snapple, is an exciting and unique beverage.<br />
What Are The Support Points?<br />
Glass bottle, fun facts on every lid, fruit-based drink, not carbonated.<br />
Tone of Voice<br />
Personal and Informal<br />
Mandatories<br />
Brand Name and logo
Mt. Everest, April 2018<br />
~Go Bananas~<br />
From the earth to our bottle, we want to see where Snapple’s<br />
roots will take you.<br />
Discover our amazing planet and post a picture of you and<br />
your favorite Snapple flavor using #snapplesnapshot.<br />
Are you up for the adventure?
A Picture is Worth a Thousand Words<br />
The above was created as the concept art for a primarily visual TV<br />
ad. Imagine a colosseum setting, with our hero wielding only a<br />
bottle of stain fighting Oxi-Clean. Dramatic music. Intense but<br />
humorous fight scene. Of course, by the end of the battle, our knight<br />
wins by a landslide. I think that this ad concept would be better if the<br />
ketchup, wine glass, and coffee cup were just people wearing bad<br />
costumes. Like that tacky ketchup bottle Halloween get up.
Effective & Ineffective Radio Ads<br />
Radio Ad Concept: a scientist goes out on a lawn and explains why their<br />
brand of fertilizer would help the grass grow healthy.<br />
The radio ad utilized appropriate sound effects to signify to listeners that<br />
the speaker was outdoors. The speaker, who introduced himself as a<br />
lawn scientist, clearly explained to listeners that he was out on a lawn.<br />
The scientist then explained some interesting facts and figures about<br />
lawn care while tying in the brand’s name. Sound effects depicting his<br />
actions can be heard clearly. The ad then closes with the brand’s name.<br />
Overall, this ad successfully executed effective radio techniques<br />
throughout its (approximate) 45 second run time. It set the scene up<br />
both verbally and with sound effects. The ad remained interesting by<br />
educating its audience about the benefits of using the proper fertilizer<br />
and closes with the brand name.<br />
Radio Ad Concept: Local Car dealer talking about a super sale.<br />
This radio ad was a bonanza of shouting and sound effects. Everything<br />
except the kitchen sink was thrown at it. It went against many guidelines for<br />
effective radio advertising. The overused sound effects (money sounds and<br />
car revving noises) and the announcers fast-paced shouting voice was<br />
extremely distracting. It was hard to tell exactly what kind of cars they were<br />
selling over the Ca-Ching sounds. The name of the dealership was repeated<br />
at least six times, making the ad feel very tedious and redundant. The<br />
announcer began with “I’m here down at…” and had a subjectively goody<br />
voice. When the dealership owner asks why sales were down that month, it<br />
won’t take them very long to find out.
I’m your common, every<br />
day, corporate puppet. I may act<br />
like I wear the pants around here, but I’ve<br />
got giants hanging over me. I’m too afraid<br />
to make decisions on my own because I<br />
don’t want to lose my job. For that<br />
reason, I’ll never say “yes” to any<br />
of your ideas<br />
My client isn’t even planning<br />
on doing any advertising this year.<br />
They just like to see ad ideas. All my<br />
hard work and creativity will never be<br />
seen and there’s nothing I can do<br />
about it!<br />
Hello. We are your typical company<br />
- that wants a boring ad. We don’t really know<br />
who we are or what we want, so we strive to be a<br />
as basic as possible. We don’t want to offend anyone.<br />
In fact, here at Generic Company A, we like to be<br />
represented as a stock photo instead of a hand<br />
drawn picture. It’s safer that way. Now if you ----<br />
---- excuse us, we have an ad agency to<br />
- go annoy.<br />
B A D C L I E NT T Y P E S
The Prima Donnas<br />
You can expect the Wack Jobs to be<br />
unexpectable<br />
Materialized, their ego could suffocate an<br />
- entire room of people. They believe -<br />
- that they hold superiority over anyone<br />
- - and anything. They’ll let you know that<br />
- - they’re the better than you by -<br />
the way they swagger around the<br />
office or when they demand<br />
- you get them an<br />
- iced-decaf-soy-latte.<br />
THE WACK JOBS<br />
You can expect the unexpected<br />
with the Wack Job types. They’ll<br />
probably ask if you want to see<br />
their dead hummingbird coll-<br />
- ection, or explain that they<br />
- can only be creative on days<br />
- that end with an E.<br />
- If they’re the boss,<br />
- then congratulations you’re<br />
- employed at an agency where up is -<br />
- down and ‘being creative’<br />
- is an excuse for creepiness<br />
MR. IMPORTANT PANTS<br />
Don’t even think about telling them about any of your ideas. It could be the<br />
greatest idea in the world and they would still toss it in the garbage. If it’s<br />
not their idea, then its not good enough. They won’t tell you how to<br />
improve your ideas. They’ll just criticize them in an offensive and<br />
unprofessional manner. These agency types had one good ad 10 years ago<br />
and they use that to validate their ‘expertise.’<br />
BAD AGENCY TYPES
Pre-Presentation Checklist<br />
Did you practice?<br />
Be sure to practice your presentation a couple of times. Practicing<br />
will make you and your ideas sound more credible.<br />
Are you aware of the client’s corporate culture?<br />
Knowledge of the client’s corporate culture will tell you what<br />
presentation styles/techniques are effective or ineffective.<br />
Are you prepared to be yourself?<br />
If you’re planning on walking up to the client and start talking like<br />
a know-it-all jerk, then you should reconsider.<br />
Have you gotten the ‘risk’ word out of your vocabulary?<br />
Don’t say the R word when presenting to business professionals.<br />
They get scared easily.<br />
Did you leave all the second-rate work at home?<br />
Only present your best ideas, even if you think the client won’t buy<br />
into it.<br />
Are you prepared to have a strong opening?<br />
Grab the audience’s attention by starting fast and skipping the<br />
long introduction.
HOW TO DEFEND YOUR IDEAS<br />
It seems like there isn’t a<br />
lot of enthusiasm about<br />
these ideas. Can you tell me<br />
what parts of the campaign<br />
make you feel uneasy?<br />
We have a few concerns<br />
about your campaign ideas.<br />
We feel that your ideas focus<br />
too much on the taste rather<br />
than the health benefits of<br />
our product.<br />
Listen to what your client has to say.<br />
Listening does not mean that you are<br />
accepting that your ideas are bad. Instead,<br />
listening will help you understand the client’s<br />
perspective and how to defend your ideas<br />
effectively.<br />
When listening, remind yourself that you<br />
could be wrong. The client may be right.<br />
Having the mindset that you are always right<br />
will block potential ideas and prevent you<br />
from understanding the client’s position.<br />
The campaign focuses on taste because<br />
people already associate your brand<br />
with healthiness. Consumers that have<br />
never tried the product believe that the<br />
product will taste bad because it is<br />
healthy. The strategic goal of this<br />
campaign is to alter the consumer<br />
perception that your product tastes bad.<br />
Also, the campaign aims to attract new<br />
customers.<br />
Base your defense on strategy.<br />
Explain to the client that<br />
changing certain aspects of<br />
the campaign may destroy the<br />
strategic purpose of the<br />
advertisement. Protect the<br />
fundamental pillars of your<br />
ideas as well.<br />
Ok. Well, we also aren’t too particular<br />
about the design choice of the print ads<br />
you showed us.<br />
If the fundamental aspects of the<br />
campaign are preserved, its ok to<br />
let the little details go. Don’t try to<br />
win every battle against the client.<br />
I understand. Based on these advertising<br />
design principles, you can see why I went<br />
with those colors and aesthetics. However, if<br />
you are not pleased at all with these design<br />
choices, I can show you some other options.<br />
Additionally, its ok to educate the<br />
client about the art and logics of<br />
advertising. By educating the<br />
client, you can more effectively<br />
defend your ideas.
WHAT DOES IT TAKE TO MAKE IT?<br />
The Tools<br />
Your creativity and ideas are your<br />
strongest weapons in the advertising<br />
industry. Going to advertising school<br />
will help you sharpen those tools. It<br />
helps to go to university, but it is not a<br />
requirement. Just be aware of the<br />
intense competition you’ll be facing.<br />
Impress the Pros<br />
Having an impressive portfolio to<br />
show employers is a must. Make<br />
sure that your creative genius<br />
shines through. Concept strength<br />
is better than superb execution.<br />
Show that you can do a wide<br />
range of ads<br />
Know Your Strengths<br />
Discovering what you’re good is the<br />
first step in making it. Maybe you<br />
find out that youre not as creative<br />
as you’ve once believed, but you<br />
discover that you’re very good at<br />
art direction. Find what role you fit<br />
best into and pursue it.<br />
Do your Homework<br />
Study all the reward shows.<br />
Do your research and be<br />
sure your portfolio has work<br />
that employers want to see.
CITATIONS<br />
This advertising portfolio is based off the knowledge and teachings of Luke Sullivan’s novel:<br />
Sullivan, Luke. Hey, Whipple, Squeeze This: a Guide to Creating Great Ads. Wiley, 2003<br />
Magazine ad citations<br />
Food and Wine. “Media Press Kit.” Food & Wine Magazine Media Kit, Food and Wine, 30 Nov. 2018,<br />
www.foodandwine.com/microsites/fwmediakit/mediakit.html.<br />
*Name not found*. “Top Chef.” Food and Wine, no. Feb 2018, 26 Jan. 2018.<br />
Lowe London. “Twinings Tea.” Food and Wine, no. Feb 2018, 26 Jan. 2018.<br />
Vox Creative. “Capital One Savor Card” Food and Wine, no. Feb 2018, 26 Jan. 2018.<br />
Hawaii Visitors and Convention Bureau. “Maui” Food and Wine, no. Feb 2018, 26 Jan. 2018.<br />
Page 13-18 Chevrolet Ad Timeline citation<br />
Johnson, Bradley, et al. “From 'See the USA in Your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep.” Ad Age, 31 Oct. 2011,<br />
adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/.<br />
Page 21: Metaphors.<br />
Rose photo has been altered. Original photographer Mickpheal . Creative Commons Photo.<br />
http://micklefieldgrade4.wikispaces.com/Flowers<br />
Page 22. Brand Manifesto<br />
Photo of man on cliff. Original photographer not found. Creative Commons Photo.<br />
Page 23: German Bank Ad<br />
Johnson, Bradley, et al. “From 'See the USA in Your Chevrolet' to 'Like a Rock,' Chevy Ads Run Deep.” Ad Age, 31 Oct. 2011,<br />
adage.com/article/special-report-chevy-100/100-years-chevrolet-advertising-a-timeline/230636/.<br />
Page 24: Good Body Copy.<br />
Picture in right hand corner is by Clarice Crawford, Threadless. Creative Commons<br />
Page 25: Splenda Ad<br />
JWT Agency. “Splenda Naturals.” People, no. Sep 2017, 26 Jan. 2018.<br />
Page 27: McDonalds<br />
This ad was created by DDB Advertising Agency, Sweden with art direction by Fredrik Simonsson.<br />
Page 28: Quiznos<br />
Quiznos Spongmonkeys were created by Joel Vietch<br />
Page 32: Digital Marketing<br />
Samples came from this site: “10 Companies with the Best Digital Marketing Campaigns.” Single Grain, 9 Apr. 2018,<br />
www.singlegrain.com/digital-marketing/best-online-marketing-companies/.<br />
Page 34: Snapple Ad<br />
Photo used was found in Creative Commons and has been altered. Original photographer cited here: “10 Companies with the<br />
Best Digital Marketing Campaigns.” Single Grain, 9 Apr. 2018, www.singlegrain.com/digital-marketing/best-online-marketingcompanies/.