ADVERTISING
PORTFOLIO
BRIAN CRAWLEY
Dr. Cathy Cobb Walgren’s
MK 4300 Advertising
November 2013
!
TA B L E O F
PART 1
CONTENTS
MEDIA/PRESS KIT ANALYSIS
2
WHIRLPOOL AD ANALYSIS
3
OVERSTOCK.COM AD ANALYSIS
5
STARBUCKS AD ANALYSIS
7
LAY’S AD ANALYSIS
9
PART 2
ADVERTISING… THEN AND NOW
11
“SALESMEN DON’T HAVE TO WEAR PLAID” — SOFT SELL VS. HARD SELL
14
“A SHARP PENCIL WORKS BEST” — BEFORE PUTTING PEN TO PAPER
16
"A CLEAN SHEET OF PAPER” — CREATIVE THINKING TECHNIQUES
19
“WRITE WHEN YOU GET TO WORK” — SYNERGY
21
“CONCEPTING FOR THE HIVE MIND”
22
"BIG HONKIN' IDEAS”
23
“IN THE FUTURE, EVERYONE WILL BE FAMOUS FOR 30 SECONDS”
24
“BUT WAIT, THERE’S MORE!”
25
"RADIO IS HELL, BUT IT'S DRY HEAT"
26
“ONLY THE GOOD DIE YOUNG" — THE ENEMIES OF ADVERTISING
27
“PECKED TO DEATH BY DUCKS” — PRESENTING & PROTECTING YOUR WORK
28
“A GOOD BOOK OR A CROWBAR” — SELLING YOURSELF
29
“MAKING SHOES VERSUS MAKING SHOE COMMERCIALS"
30
MK 4300 CREATIVE PORTFOLIO ASSIGNMENT GUIDELINES
31
!
MEDIA/PRESS KIT ANALYSIS
Demographic: Middle-age, middle-income women
!
• Offers simple, modern solutions to reach goals, maintenance
relationships, feel beautiful and innovations to everyday tasks
• 7.6 million readers in one year
• #1 women’s magazine for audience growth UP 7%
• First magazine brand to reach 100K followers on Pinterest
!
Advertising Rates:
!
!
Full Page Advertisement: $196,900
Cover #2: $246, 100
To-Go Card: $265.800
* Circulation includes tablet edition of magazine
* No charge for bleed
* No cash discount
!
Cost per Thousand (CPM) Calculation
!
CPM = Cost of One Insertion * 1000
Rate Base Circulation
!
!
CPM = $196,900 * 1000
1,975,000
= $99.69
!
AMedia Vehicle
Real Simple
!
Publication Date
October 2013
!
Primary Target
Middle-aged, middleincome men & women
!
Primary Benefit
Being able to cook
faster, more efficiently
and effectively
Strategy
This advertisement uses a
product feature rational
strategy. In a fierce marketplace,
the ad showcasing the new
technology in their stovetop
ranges gives them distinction
and a competitive advantage.
External Validation:
Whirlpool’s new
technologies are proven to
innovate and change the way
and speed in which we do
household activities. They
are able to appeal to nearly
every type of consumer.
Creativity
As a four page ad that requires
effort to unfold and discover, it
is certainly a creative one. You
don’t have a clue what the
advertisement is for until you
get to the forth and last panel
that introduces “your new secret
ingredient.” It is a fresh concept
because not many would think
of their cooking appliances and
their secret ingredient, but with
a new technology included,
consumers should reconsider
what to expect of their
appliances.
Execution
The execution style of this ad is straight sell. There is nothing wildly different going on here, just a
renovation of household product.
• Stopping Power & Clarity: The thick, glossy, two-page fold immediately grabs your attention
along with the bright red pepper against a snowy marble countertop, and the reader will
inevitably follow into the ad itself by way of the simplistic-looking garlic and fresh, green
Italian parsley. The ad is as clear as can be. It draws you in, makes it point, and lets you move
right along.
• Style of Layout: Poster
• Design Principles: With virtually no clutter and a high usage of white space, this ad does have
a lot of unity. You pass through the first couple folds, entranced by the large, colorful visuals
of vegetables and you find yourself immediately thrown in to the visual of the beautiful
ingredients on the counter and appliance. There is a perfect amount of balance, especially on
the last panel with the ingredients now smaller and the appliance referring to the “big things”
you would be able to create with it.
• Type of Headline: Benefit
• Analysis of Body Copy: Why is this my new secret ingredient? The user is led right into the
body copy, and it is explained in simplicity that the complete control is provided by the new
advanced AccuHeat technology.
• Effectiveness of Tagline: The tagline is used properly indicating the bare-bones benefit of
Whirlpool appliances.
!
!
BMedia Vehicle
Real Simple
!
Publication Date
October 2013
!
Primary Target
Middle-aged,
middle-income
women
!
Primary Benefit
Enjoying the holiday
season with a
staple seasonal
beverage
External Validation
Overstock.com is not
the leading online
retailer, but is at least
one that prides
themselves on having
quality items rather
than a mix of the
worst and the best
and everything in
between. They want
to make it a point that
they want to save the
consumer some
money, enticing with
free shipping and
other promotional
benefits.
Strategy
This advertisement uses a product feature rational strategy as well as a little
lifestyle emotional strategy. The online shopping community is full of
competitive marketplaces, but overstock.com focuses on the quality
products you want at wholesale prices. At the same time, the products that
people want are featured in the ad, erupting a feeling of better social
acceptance should you have these high quality products.
Creativity
This advertisement is not the exceptionally creative. It features a few,
randomly placed home goods around the Mondrian / Picture Window layout
and a call to action with a coupon code, but nothing extraordinary.
Execution
The execution style of this ad is straight sell. The advertisement simply
states that this website has the same quality items for less.
• Stopping Power & Clarity: The minimalistic layout and different
patterns of colors is intriguing enough to have someone pause and
take a glance at the ad. The message is short, simple, and to the
point with a couple clear reasons to browse being discount codes
and free shipping.
• Style of Layout: Mondrian / Picture Window
• Design Principles: The elements of the ad were laid out with the
mindset of minimizing clutter. There is lots of white space and the
borders with the Mondrian layout bring the eyes’ focus to the
featured items. The sans serif minimalistic text becomes the
dominating element when placed within brightly-colored,
differently-shaped objects. There is not a feeling of balance that
comes from this ad with the images mostly being on the left side.
• Type of Headline: Benefit
• Analysis of Body Copy: There is not much of a command to visit the
website, but almost a feeling of obligation for the style-minded,
budget-savvy people. It makes it hard to resist when including a
promotion code.
• Effectiveness of Tagline: There is no tagline that Overstock.com
uses in this advertisement, but it does seem like there message gets
through effectively.
!
B
Media Vehicle
Real Simple
!
Publication Date
October 2013
!
Primary Target
Middle-aged,
coffee-drinking
women
!
Primary Benefit
Being stylish and
saving money
Strategy
The rational strategy is this advertisement is unique selling proposition. Starbucks is
the only coffee company that can claim that they have had consistently great sales
of their Pumpkin Spice Lattes for 10 years in a row.
Creativity
This advertisement is not the most creative, but it is a fun depiction of the
prominence coffee is in some people’s lives. The colors and the photos are very
festive for the fall time and may invite certain associations in people that spark a
connectable emotion to the drink.
Execution
This ad has a straight sell execution style. The advertisement just wants to make it clear that the Pumpkin Spice
Latte is a agreeably by many a seasonal drink they find irresistible.
• Stopping Power & Clarity: The clean layout and recognizable shape comprised of pictures makes one stop
out of curiosity. The tagline at the bottom made up of different fonts is another eye-grabbing element in the
ad. The reddish-orange background stimulates the reader’s appetite subconsciously.
• Style of Layout: Poster
• Design Principles: Although all the elements are cluttered to the center of the ad, there is still a sense of unity
with the large amount of negative space. The dominant feature is certainly the coffee cup and the individual
photos within. The ad is very balanced which is done symmetrically, abnormal for most advertisements. The
visual path of the ad takes you straight down the center and exiting the page at the obscurely partially hidden
Starbucks logo with the iconic mermaid.
• Type of Headline: News
• Analysis of Body Copy: The headline stating the celebration is pretty clear and has basic intentions. It just
makes it known how popular the beverage is and how it intends to stay popular because people enjoy it so
much. This is reinforced when reading the text nearly hidden in the whipped cream atop the coffee asking
“Can Pumpkin Spice Latte season last forever?”
• Effectiveness of Tagline: The message the tagline is trying to convey is well received by the reader: if they
haven’t tried a “#PSL” yet, they should.
External Validation
Overstock.com is not the leading online retailer, but is at least one that prides themselves on having
quality items rather than a mix of the worst and the best and everything in between. They want to make it
a point that they want to save the consumer some money, enticing with free shipping and other
promotional benefits.
!
B+
Media Vehicle
Real Simple
!
Publication Date
October 2013
!
Primary Target
Men and women with an
appetite
!
Primary Benefit
Getting the barbecue taste
you love in a potato chip
Strategy
Lay’s is using a generic brand
strategy for this advertisement.
They are making a claim that any
brand selling a similar potato chip
could make plus they are
increasing relative consumption of
kettle-cooked chips.
Creativity
As a four page ad that requires
effort to unfold and discover, it is
certainly a creative one. You don’t
have a clue what the
advertisement is for until you get
to the forth and last panel that
introduces “your new secret
ingredient.” It is a fresh concept
because not many would think of
their cooking appliances and their
secret ingredient, but with a new
technology included, consumers
should reconsider what to expect
of their appliances.
Execution
This ad could be described as a straight sell. The product is
not a new one, but one that wants to stand out for flavor and
quality.
• Stopping Power & Clarity: The chip coming out of the
barbecue sauce bottle is the first thing the eye sees, but it
does look appetizing, so we continue on to the headline.
The headline gives clarity to our assumptions of the chips
being noticeably more flavorful.
• Style of Layout: Poster
• Design Principles: There is unity throughout the
advertisement with the plate of chips being slightly off
center and the weight being asymmetrically balanced with
the hand. The cold beer in the background along with the
mention of barbecue doesn’t sound bad either. It may not
be very dominant, but the most drawing visual to the
advertisement is the bottle-in-hand with the chip “pouring
out.” People will be mildly interested as to how it got in
there. The directional path leads your through the visual,
down to the headline, and on the the next page, but not
without passing the product shot.
• Type of Headline: Benefit
• Analysis of Body Copy: The headline truly sums up the
message that the visual is trying to convey. It makes one
almost craving potato chips and barbecue sauce, even
without a side of hamburgers and hotdogs.
• Effectiveness of Tagline: There is no tagline for the brand
Lay’s mentioned in this ad, but as the market leader in
potato chips, it will boost consumption for not only
themselves but the entire market.
External Validation
The goal of the Lay’s corporation is to increase overall
consumption of potato chips, and they are taking the healthier
approach to advertising and showcasing their chips that contain
40% less fat.
!
ADVERTISING... THEN AND NOW
Analysis Of General Electric Advertising History
1878 — 1904
General Electric,
being a company
genius enough to
invent entirely new
products, had to
have an invitational
approach to
advertising to tell
customers about
what’s new.
Customers then
feel and trust that
General Electric is
at the forefront of
innovation. This is one of
the first examples of hardsell advertising as it gets
people engaged with
learning something new.
1905 — 1912
Still progressive in multiple
industries , GE
advertisements used softselling to get consumer
attention on something they
never knew they needed.
This decade featured the
first color advertisements
from General Electric.
1925 — 1934
Introducing ‘Trouble Proof’
The use of fear appeals
begins as GE attracts customer with statements like
“No One Has Paid a Cent for Service” and “(Withstand)
Fire and Flood and Raging Blizzard. This is a classic
hard-sell approach that tugs on emotions at the
consumers expense.
!
ADVERTISING... THEN AND NOW
Analysis Of General Electric Advertising History
1935 — 1945
Using bright and bold colors,
General Electric attracted consumers to
pay attention to their presentation of
newly invented technologies.
!
1946 — 1956
Hard-selling was strong as GE introduced
new innovations that simplified most
manual tasks at a competitively low price
point.
!
1957 — 1970
Because of useful, innovative science and
big, bold headlines in advertisements, GE
produced engaging and empowering ads
featuring less clutter than before.
!
ADVERTISING... THEN AND NOW
Analysis Of General Electric Advertising History
1971-1985
With a strong consideration of the visual
impact in each ad, GE used soft-selling
techniques to encourage the participation
with new products, like “Save a Lettuce’s
Life” with a picture of a head of lettuce
advertising freshness sustained by the
refrigerator’s bins. Consumers can feel a
more personal approach.
2001-2004
In these ads that contain virtually
no clutter, a soft-selling focus on
new innovation is a highly
sophisticated and engaging
approach to advertising. The high focus on
the visual and use of color contrast intensifies the draw to the ads.
2005-2010
This ad campaign features a
strong emphasis on unique
visuals that promotes the
intellect behind
sophisticated, unique
designs. Mainly focused on
soft-selling, these ads
command the attention of
the viewer in such a way
that they are truly engaged
in participating with the
advertisement.
Soft
The ‘Design
ed by Apple
in
California”
advertiseme
Sell
nts are all p
art of a softcampaign th
selling
at focuses o
n
the consum
their enjoym
er and
ent of the p
ro
d
u
ct. Apple is
by being the
involved
judges of qu
a
li
ty
and utility, b
advertiseme
ut the
nts clearly c
o
n
v
ey the imme
customer fo
nse
cus involved
in
th
e
product des
The consum
igns.
er may ‘rare
ly
lo
o
k
a
t it,’ but there
the perpetu
is
al awarenes
s
and when w
that reestab
e
“feel it,’
lished the e
m
o
ti
o
n
a
l
connection
they have w
ith the prod
ucts they alr
eady own
and thusly w
ith the brand
creating the
m.
Hard
Sell
Inspired by M.C. Escher’s artwork,
this advertisement exemplifies a
hard-sell strategy, even though
there is no product involved. The
optical illusion and contrasting
black & white patterns grab the
attention of the reader and the
bold call-to-action speaks, ‘See
the Reality Before It’s Too Late.’
The intention of the non-profit
organization SANCCOB’s
message is to bring awareness to
endangered penguins and to
participate by sponsoring one of
the sea-birds.
!
e
k
Lu ’s “A SHARP PENCIL WORKS BEST”
n
a
v
i
l
l
Su
Before Putting Pen To Paper
Describe the key competitive message your ad will communicate
to solidify brand equity.
Do extensive research on the product, brand, consumers and the
competition.
Begin to write and doodle all thoughts of potential workable ideas,
and save everything.
Stay determined to find the result.
Consider fresh mediums and applications for the advertisement(s).
Stick to the brand’s ‘adjective,’ or what they are known for.
Review previous advertisements for clarification.
Simplistic?
Listen to consumer input through focus groups or user generated
comments in forums.
Test the strategies before implementing.
Carefully review other brands advertisements to understand their
unique approaches.
!
hydrate
hydrate
stimulate
BOOST
revitalize
uplift
sparkle
!
LIPTON ICED TEA
C REATIVE B RIEF
Product:
Lipton Iced Tea
!
Description:
Lipton Iced Tea is a delicious, multi-flavored, healthy drink offered in a 16
ounce bottle.
!
Target Audience:
Adults with a motivation to consume healthier that are looking to choose
a viable refreshment to soda.
• They are taking a conscious effort to stay healthy and resist
temptation to consuming poorly.
!
Market:
Lipton is a strong leader in the bottled-tea category, but the beverage
market as a whole is the broadest to make a splash in considering the
subcategories of water, soft drinks and performance drinks.
!
Trend/Fact:
According the the Tea Association of the USA, over half of the country’s
population drinks some kind of tea beverage daily.
!
Intended Consumer Emotion and Action:
A happy and feel-good response that motivates the consumer to drink a
healthier alternative that they will enjoy through every sip.
!
How Lipton Is Different:
Lipton Iced Tea is one of the only tea beverages made from real tea
leaves, which gives the customer the crisp, clear taste and feeling of
natural energy when drinking Lipton.
!
Challenge:
Provide Lipton Iced Tea with an identity that differentiates them from
other bottled drink brands, utilizing the natural benefits of Lipton to make
it a stand-out choice. !
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k
Lu ’s
n
a
v
i
l
l
Su
“A CLEAN SHEET OF PAPER”
Creative Thinking Techniques
Keep the client and your strategies close.
Note the 'truths' about the product.
Look for tension in the brand's image and use that towards a creative
advantage.
Stay authentic and genuine.
Pose the question of 'What would make you buy the product?' To
yourself.
Focus on the substance of the ad instead of the diminishing style.
Make your ad say something that can't be contested.
Note any unedited thoughts or images generated, good or bad, to
refer to later.
Focus on a central mood for the advertisement while staying
provocative.
Subconscious efforts play a strong part in development.
Have you considered a different medium? An unconventional
execution?
Stay simplistic. Remove unnecessary elements and clutter until
advertisement essence is revealed.
Big ideas stand out for a reason. Understand what and why makes it
so.
!
New
&
Improved
‘Thinning’ a
‘Fat’ Advertisement
for Billboard Use
be your own teller
rds
rfect marriage of wo
pe
e
th
as
ed
fin
de
is
Synergy
t is an
l Light’s advertisemen
and picture, and Crysta
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ge use of white spac
lar
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ith
W
e.
pl
am
ideal ex
ered, they
rainbow of drinks cent
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igh
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us
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lu
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r. They quickly read th
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gr
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ine is anything but ro
ut
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“M
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br
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e 20 different flavors
th
of
t
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em
at
st
t
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as it
ader is engaged swiftly
choose from. The re
l,
to appreciate the visua
em
th
r
fo
s
nd
co
se
ly
takes on
al Light
membering that “Cryst
reading the text and re
.”
has something for me
!
“CONCEPTING FOR THE HIVE MIND”
e
k
Lu ’s
n
a
v
i
l
l
Su
Make an experience of your advertisement
Tell a story through as many mediums as possible
Be able to casually initiate conversation with the
consumers (word of mouth)
Have some sort of payoff for the consumer for their
interaction
Utilize mobile technology and all of it’s features
Advertisements on a new type of media must have a different method of
engagement than traditional forms. New medias are sought out by
consumers rather than something they stumble upon.
!
For instance, Chipotle created a mobile application for iOS devices called
Scarecrow where one plays the part of a young boy responsible for seeking
out the freshest ingredients for the restaurants. The application itself doesn’t
mention burritos or anything
else related to the chain, but
the engagement and
excitement generated with the
app keeps customers involved
and always considering the
restaurant as an option. Asking
the consumer to participate in
the ad is the best type of clear
engagement.
!
The announcer in commercial for Capital One directs the viewer to point
their finger to a circle centered on the screen and seconds later, people
come from offscreen and begin to limbo underneath the “limbo rod” that is
one’s finger. As they dance along, the announcer explains how the limbo-ers
got additional rewards using their Capital One card while traveling, so they
are excited, and you should be just as excited with them. It nearly
guarantees engagement if the viewers actively participate.
!
e
k
Lu ’s “BIG HONKIN’ IDEAS”
n
a
v
i
l
l
u
S
Pabst Blue Ribbon is a Los Angeles based brewing company
established in 1844 which maintains to be popular with the
younger generation today. Having been featured in multiple
recent big-time productions only increases the brand’s
prominence. They request fan-art to be submitted to their
website so they can post it on social media networks which
gives their consumer’s some involvement in the image of the
brand. Lately, hipsters have been coined as the aficionados of
PBR. Not only does this provide a bit of brand security, but also
a little bit of the “cool factor” to the company as well. !
Because of this, I have an idea that will make PBR a little more
noticeable. Since hipsters typically adorn classical facial hair
styles, the brand can use this to their advantage. A small
cardboard ring, set atop a PBR can with an unmistakeable,
handled hipster mustached attached will make it look like they
are rocking the hipster-stache when they take a sip from the
can. PBR can distribute these to bars with their beer shipments
to set them with the other promotional materials
lying around, and it would not cost them much.
No matter what brand of beer someone may
be drinking, they can put the mustache on
top of their can, along with the
strategically placed logos around the
band, and it will get people talking.
More importantly, talking about Pabst
Blue Ribbon.
!
“IN THE FUTURE,
EVERYONE WILL BE FAMOUS FOR
30 SECONDS”
!
e
k
Lu ’s
n
a
v
i
l
l
Su
“BUT WAIT, THERE’S MORE!”
Proactiv’s 2013 infomercial for their standard line of
facial products is a clear draw to buy-in to the
brand’s subscription. As of recently, they are now
offering a free Deep Cleansing Brush
when purchasing their $20 monthly
facial product package, which is a
clear call-to-action to buy right now.
It is not a necessarily entertaining
advertisement unless one is
interested in that type of product. It
does detail how Proactiv is different
from other facial care products by
explaining the multiple solutions,
their effects and how the deep
cleansing brush is more effective
than hand washing. The product is named
repeatedly in a positive demeanor that is
respectful to the brand image. The
incentive to buy now is the reduced
monthly price on top of the free motorized
brush, and the call-to-action by phone or
web order is strategically placed roughly a
third of the way into the ad, right around when
the customer would be convinced to buy. It
rocks back and forth between rational choices
for purchasing Proactiv and emotional choices
regarding social and individual perceptions.
Testimonials from multiple users is certainly a great way to convince
people of the powers of Proactiv. The ad quickly and clearly gives reason
to call outlining multiple benefits aside from the product itself.
!
e
k
Lu ’s “R
n
a
v
i
l
l
Su
ADIO IS HELL, BUT IT’S DRY HEAT”
!
Carmax’s ‘German’ Radio Ad - 15 second spot
“If you want to learn to speak German, the best place to start is taking a
self-guided tour of Berlin… If you are looking for a 21st century German
car, the best place to start is CarMax.”
!
This ad is straight to the point with a common, now unmistakeable,
tone. It’s short pause before the dialogue with the dancing jingle gives
the advertisement some stopping power. It is a highly visual campaign
because you can picture yourself doing the activities mentioned. Quick
dialogue sets the scene with the “If you” statements prompting
imagination from the listener. This advertisement and the entire
campaign are very organic and do not sound over-rehearsed, almost
like a natural recommendation from a friend.
!
!
9 Year Mortgage Radio Ad - 60 second spot
“You have a mortgage and a load of other debt. Wouldn't it be great if it
all just went away? 9 Year Mortgage can change your life!”
!
From the very beginning, the tone of the radio commercial is dull and
old-fashioned. No one wants to tune in to message about harsh
subjects like debt and mortgages; it is just not interesting. To make
things worse, the narrator has a mock, socially-awkward conversation
with a user of the service and even portrays a “guest appearance” as
the president of the company via phone call. The ad itself is very vague
about what the service offers and how it works, yet “the more debt you
have, the more [they] can help.” There is an obvious use of the “schtick—
serious sales part—schtick reprise” formula, but most listeners would
probably have turned out at this point
!
e
k
Lu ’s “ONLY THE GOOD DIE YOUNG”
n
a
v
i
l
l
Su
The Enemies Of Advertising
Bad Client Types
!
• A business just trying to get by without
entrepreneurial spirit. “Winning isn’t important;
not losing is.”
!
!
•A client with no
direction or goal. "I'll
know it when I see it”
• The client that thinks they know better and
changes agencies often
!
Bad Agency Types
!
• The Hack, or one that knows how to
“talk the talk and walk the walk” but is
not in tune with the ad or
campaign.
!
!
•
Someone that feels
superior to the rest of the workplace; acts
a brutal prima donna
• Slash weasel - someone looking for
shared credit opportunity by simply
offering suggestions to one’s project
!
e
k
“PECKED TO DEATH BY DUCKS”
Lu
s
’
n
a
v
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l
l
u
S
Presenting And Protecting Your Work
Be resilient when a great idea you created is killed.
Present your own work after practicing, but don’t memorize a speech.
Don’t assume acceptance of your advertisement idea.
Science, extensive research and focus groups do not prove anything.
Present just one product feature or benefit.
Reasonably consider client complaints like needing bigger phone numbers
& logos, competition being able to run the same ad campaign, or if they
take the concept too literally.
Remember who the enemy is.
Keep a file of great dead ideas, and don’t lose vigilance, because there is
always another advertisement.
The majority of making a good presentation is being confident in your work; if you
are second-guessing yourself, so will everyone else. Just because you may have
all the facts about the brands on the market and the product category and used
them in your ad development does not mean that your idea is bullet-proof. One
misstep in your execution can have the whole idea unravel.
!
Being sensible with presenting and executing your advertisements or campaigns
is critical. We cannot over-sell the product with multiple reasons to buy, because
only one, being the most important one, will influence the customer to buy. Don’t
stuff unnecessary or unnecessarily obtrusive factors into the ad, like large phone
numbers being repeated, or multiple ‘convenient’ ways to order: mail, phone and
web.
!
Don’t get discouraged with yourself if some ads do not work out. You can save
the remnants for a future project when we know they will. Advertisement is a
team effort, even if it doesn’t seem like everyone plays on one of two sides.
Lighting your Way
with Fresh
Perspectives
Brian Crawley
brian_crawley@me.com
404.704.6503
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“MAKING SHOES VERSUS
MAKING SHOE COMMERCIALS”
Having fun while creating
advertisements will definitely
trickle down to the viewer. They
will see that there is enjoyment
to be had with the product, no
matter what it is. Toyota Camry did this well
with their “Thrill Ride” ad which showcased real individuals taken on a
roller-coaster like ride on ramps and around curves in a zippy Toyota
Camry. Not only did this feature these test-riders grinning from ear to
ear, it also speaks to the safety that comes with owning a Camry. The
ad leaves every viewer wondering if they can get this type of test-drive
at their local Toyota dealership.