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Lexus misses the point

10 Oct

The point being that no one is especially interested in ads. Have a look at this:

It’s snazzy, for sure. But who is going to take time out of their day to load an iPad, place it under the page of a magazine and watch a Lexus demo? Why would they do that? If they have to switch on the iPad, why not put the whole ad on the iPad?

Time and again advertisers live in a bubble where they believe that people read magazines for the ads. Reality check: they do not. They skip the ads to read the features, news, horoscopes, problem pages, puzzles – in other words, any page that has something more interesting on it than an advert. Occasionally, an advert will either jump out or blend in so well that it seems to be a piece of editorial. The best one of these that I have seen recently was for the radio station, Coke FM  in South America. You can see it here. I actually spent most of the afternoon listening to the station online as a result of seeing it.

It is print ads like this we should be shouting about, not time and money wasters like Lexus.

This is brilliant!

4 Oct

I have never spent four hours looking at an ad until yesterday. This was the ad:

You can look at it in more detail here.

The image contains visual clues to 75 London Underground stations and there’s a prize if you guess them all. A quick check on Twitter shows that a lot of us have already lost a lot of man hours trying to work out what the sheep in the bath, Barbie and Ken and the witch with the two green people might mean.

Apparently it’s a promotion by CBS Outdoor to show advertisers how good advertising can stand out on the Tube – I first saw the poster at Embankment Tube.

If the other brands who advertise here are even a quarter as engaging as this poster, they should do brilliantly.

The future of bank advertising?

26 Apr

Please watch this:

Now ask yourself these questions. 1.Who is Sainsburys Bank? 2.What does Sainsburys Bank do, create or provide for their customers? 3.Why should I as a customer be interested in this offering? Three pretty simple questions which all advertising should answer unless, of course, it’s not advertising. Unless it’s just sponsored entertainment.

So, let’s answer the first question. I don’t know who Sainsburys Bank is, but from the ad I guess they are some kind of spa. Odd name for a spa but there you go. Question two: what do they do? Given the ad we’ve just watched, Sainsburys Bank provides a guerrilla pampering service to unexpected members of the public. Question Three: why should I care? I am genuinely interested in getting a free makeover, there’s just no link where I can sign up to be the next person to enjoy one. Unless of course Sainsburys Bank is actually a  bank that does loans, mortgages and high interest savings account…

So maybe it’s a bit of sponsored content. But why would Sainsburys Bank sponsor short makeover shows that it has created itself? What are they saying? And who to? One thing is clear: if Sainsburys Bank think this is an advert for their business, they are wasting money. And that’s not a great thing for a bank to be doing in 2012.