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It's a known fact nutritional supplement ads are boring. It's a known fact most coupon-style ads are boring. What's not known is the fact, in advertising, two boring things can, with a twist, become very unboring. That's what Draft/FCB Chicago has accomplished with its campaign for Optimum Nutrition Pro Complex APS. In order to redeem the coupon in this ad for a free sample of the product, the reader must not simply tear out the coupon but tear the entire magazine requiring 240 pounds of force. The ad appeared in the June 2007 issue of Flex.
For those who can't seem to muster the strength required to rip the entire magazine, Optimum Nutrition is happy to send a sample of Pro Complex APS...as long as the requesting party is happy to pay for the sample.
An ongoing campaign from abuse and violence cause group Safe Horizon is illustrating most abuse is hidden from view with ads that hide their messages in a jumble of letters. While the notion of making an ad harder to read could be questioned, the concept, which incorporates the twisted words Disrespected, Abuse, Humiliated, Punched, Kicked, Slapped, and Insulted, aligns nicely with the difficulty of the issue.
The pro-bono campaign, which can be viewed within two PDFs here and here, was created by creative team Rachel Howald and Ahmer Kalam from Howald & Kalam, LLC and will appear in various outdoor media in New York City, daily newspapers and nationally in magazines such as Essence, Redbook and People en Espanol.
- During the Cannes Festival, AdWeek's AdFreak will be publishing LeFreaque, a blog written by jury members and general delegates who will share their experiences with readers.
- Davis Freeberg questions Forbes' and Business Week's acceptance of ads promoting a questionable penny stock.
- Pepsi shareholder launches Pepsi Planet, a site on which can find, or no apparent reason, a gallery of hot/sweet/beautiful/cute women , some posing with a Pepsi can or bottle.
- If you simply can't stand it and absolutely must know the Cannes shortlists - which are far from short - for direct, promotional, media, press, outdoor and radio, they are here.
- Win fame and publicity with Adobe's "Take Creative License" contest which will award publication in the September issue of Graphic Design USA for the designer who creates the best mash up from the Adobe Stock Photos library.
The heart-shaped placards in this Brazilian Playboy ad created by Neogama BBH should really read, "Flesh Out, Saline In." It would do a far better job explaining what's going on in this leftist campaign for the magazine which takes on everything from fur to pollution to bullfighting. See the whole campaign here.
Adpunch blew this print campaign by Extreme Group, Halifax, in our direction. The ads put "social smoking" on blast for the cheap sham that it is.
But excepting the Only When I'm Drinking Cigarettes (which lazy creative came up with that one?), we can't help but think that toting a pack of Sometimes Smokes and Midterm Menthols would draw jaded giggles during just such situations.
It would be just as funny as Shut the Hell Up Gum, which everyone always wants to try despite the implied pwnage.
The print ads invite users to hit uratarget.com, where other tongue-in-cheek fare will again generate wry smiles from the same sometimes-smoking 20-somethings who learned in 5th-grade that smoking can lead to unsightly throat holes and emphysema. But hey, we'll quit when we're 25, so it's all good.
This set of Haribo prints, created by Bedandbreakfast, appeared in all major men's magazines in Turkey when hunting season opened. We weren't sure at first what the red things were, but once we saw the images in the right size we experienced two overwhelming emotions:
1. Understanding
2. Alarm
Those groping hands just reek of malice. The worst part is, we can't decide whether to swear off gummy bears in defense, or buy a pack right now. Because come on, the red ones are best.
And then it hit us: Men's magazines? Really? We would never have guessed.
Check out the third print variant.
There are many ways to sell mouthwash and, believe us, we've seen them all. Except for this new piece of work for Oral-B from Leo Burnett Brazil. No one likes to be near a person with bad breath so why should it be any different with telephone listings?
Frederik Samuel brought our attention to this piece (at left) for The Pink Line, in which we're actually staring through the receiver holes of a telephone, at the woman on the floor. "Help is close," the ad coaxes.
We kind of liked the esophagus concept better.
Abuse hotlines or help centers are always trying to magnify the moment you're left bleeding on the floor. Like children gone numb to the act itself, this repetitive stance is getting tiresome - and focusing on the traumatic moment may actually miss the point.
Why can't they make like your standard ad and put the spotlight on the vast improvement that takes place after taking action? Granted, healing is less interesting than stained linoleum, but it's a stance that may stick out.
This Terra News print campaign by DM9, Brazil has apparently confused readers with its use of strings, says AdPunch. The logic was to suggest that behind every action lie a series of events that led up to it, and the hope is that the user infers this series of events will be clarified on Terra News.
Campaign text reads, "And suddenly you start seeing the world more clearly." They probably would have sparked less confusion with a more direct caption like, "Every string has its source," or maybe that's more confusing. It's hard to tell from here; hindsight's always 20/20, isn't it?
Variation here, yo. (Be forewarned: That one has a ton more strings, which probably didn't help clarify matters. Really. It kind of looks like a loom. Like, if we had yarn right now, we'd totally cut out the ad and make a blanket. A really, really small blanket.)
IFAW further develops its "Will Only Words Remain?" campaign with animal-shaped letters in print ads and street stamps that actually have explanations -- something the initial guerilla-style campaign appeared to be lacking.
The added words describe the travails each spelled-out animal faces, along with a call-to-action that invites those inclined to the IFAW website. Neato. Hope they save some elephants, and maybe a dolphin, too, and while they're at it, hopefully a whale.
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