This ad by Butler, Shine, Stern & Partners for Mini USA caught my attention during my first read through the book. It shows the playful nature of the manufacturer and the customers who might be likely to purchase a Mini. By appealing to an audience by making fun of the unique design of the car it shows the humanity and personality of the car company. I think ads like this build a narrative and a personality that sticks with the brand. Rather than a slick piece of steal I can now put a "face" to this machine. I think this print campaign was very successful.
Ch 2: The Project Process - TV "Dog's buried treasure" for SSGA
As a dog lover this ad I found to be most touching and close to me. It seems as an advertiser your mission is to speak to as many people as you can, how can you best speak to your clients demographic. Dogs, cats and babies, are always a safe bet. This one minute narrative cleverly tells adventures of a dog finding his lovers lost treasure. He scourers the whole city at great lengths to reveal the lady dog wasn't going to settle for anything less than her bone. The last screen reveals the companies slogan, precise in a world that isn't. They were able to take a simple phrase that describes SSGA, and tell a nice story that helps embed their mark into peoples minds.
Ch 3: Creative Thinking - Figure 3-2 "Shrink to Fit" and "Foot" & "Dog"
Since GDII I have been using mind maps to help create ideas for my projects. I've completely dismissed their usefulness all these year. This ad is pretty cleaver, and easy to accomplish. It amazes me how easy and cheaply someone can create an ad for. This shot a man hiding from a dog and then took a close up and low angle of a dog from the perspective of a tiny person. When you combine the two images you get the idea of a small man. Creative photography in advertising always makes me more interested in what I'm looking at, even though Levi's is trying to sell me a pair of pants.
Ch 4: The Brand Idea - Figure 4-3 "The Michelin Guide"
This is one of my favorite pieces of advertising! This guide is so much a part of the fine dinning world as wine is. This pocket guide helps navigate foodies to useful locations to find food, and how are they going to get there? Hopefully in the car/truck equipped with Michelin Tires. It's a staple name around restaurants that you sometimes forget that Michelin name is a tire company, as I was slow to contact that the Sears Tower was named for the department store head quartered in the same city. I think there can be a negative impact when you create a whole different entity and expect people to just associate the two. Although, that subconscious name recognition is so very important for companies with unusual names, like, "Michelin."
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