When discussing advertising, an uncontrollable “good cop, bad cop” tends to emerge. The potential in campaigns is always self-evident (after all, the marketing execs at Ogilvy, DDB, or wherever else, can’t be complete idiots, despite what our blog often commenting to the contrary).

So swinging back on forth on this piece like a pendulum, the first impact here is – why exactly is the ballerina reading the paper? And then, my inner journalist is suitably unimpressed with this express-and-therefore-condensed-and-therefore-substandard news that seems to be offered through this campaign.

But, switching hats for a mere moment, it doesn’t take a genius to understand the need to offer mini-news to a global population that is too pre-occupied with themselves than to spend time actually reading. News is becoming limited to the online domain, and the power of print is slowly declining. In a time where demand for industry juggernauts like the New York Times is rapidly falling, an attitude of ‘no news is better than bad news’ might not be the best option. I also love the way that reading the paper is incorporated into her routine, almost as though the news must be a part of everyday life.

Living through a global crisis on this scale, it is essential for people to remain connected through the news – even if it is offered in a “short and sharp” fashion. This can’t be criticised considering how many other publications go in the opposite direction, offering technical prose and alienating readers with every unnecessary adjective. Whether you are in South Africa or South Hampton, knowledge is always power (and really, a ballerina may be petite like the Times, but she is one powerful athlete).

But, they picked a ballerina because her line of work is infinitely more attractive than that of your average tradesman. It is advertising after all – we’re all narcissists here. So who’s complaining about that?

Advertising Agency: Ogilvy Cape Town, South Africa
Executive Creative Director: Chris Gotz
Creative Director / Copywriter: Gordon Ray
Art Director: Jamie Mietz
Photographer: Guy Neveling
Retouchers: Paul Vermeulen, Pieter de Vos
Via: Bestadsontv

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It is an unavoidable fact of life that different people are born into different situations. Some are plagued by the circumstances of their birth, others blessed – and it would be naive to pretend that this does not have a profound and lasting impact on their lives.

A lifetime can be mapped out into highs and lows, choices and decisions, and every little factor is connected. We are born into a socio-economic status, which often determines the standard of education we receive. That education will determine the career paths we take, and that, in turn, will have a cyclical effect on the lives of our children. These ultimate connections can determine the very the fabric of our lives – and in fact has been shown by analysts to reduce or increase risk of incarceration.

The sad truth is that a majority of those under 18 who spend time in jail will re-offend within two years. Instead of merely accepting that kind of a statistic, Community and Family Services International are encouraging a kind of change.

These images are powerful in their concept; but perhaps contradictory in execution. The blending of lines between criminal and academic is a little difficult to embrace – and whilst the thought behind the merged concepts is clever, the people look a little more fatigued jailbird than enthused graduate.

Mixed messages aside, one thing is clear: more institutions are required to assist in rehabilitation as opposed to incarceration for young offenders. Education has been lauded by every political scientist as the key investment in the youth for developing nations, regardless of their circumstances. So, it is true that with your help, she can turn her life around – and in doing so, across a whole generation, we could be looking at a very different future in the developed world.

Advertising Agency: DM9JaymeSyfu, Manila, The Philippines
Creative Directors: Merlee Jayme, Eugene Demata, Jerry Hizon
Art Director: Miko Quiogue
Photographer: Paolo Gripo
Copywriter: Biba Cabuquit
Creative: Allan Montayre

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It is about time advertising budgets grew to the meet the burgeoning poverty problem embracing the world. Governments may change, the economy may fluctuate, but it seems that little changes in terms of the struggles that millions face every day. Poverty is a serious issue, with half the world’s population judged by the World Bank as living in moderate poverty.

This is life-size, and unavoidable. It’s a sad fact that as privileged individuals (and yes, if you’re sitting on the internet right now, to an extent, you have privilege) we too easily avoid facing the ills that plague our society. It has become too easy for us to walk by the panhandlers, too easy to change the channel on World Vision ads, and too easy to pretend that everyone is nestled in the same cocoon that we are. I am guilty of this as anyone, but I don’t think I could wait for my bus everyday next to this, and not be affected. As the new president told us this week, “We can no longer afford indifference to suffering outside our borders…”

The world has been pre-occupied with the many pressing concerns that emerged in the past decade – significant, pressing concerns – but the rise of new issues has trumped the ones that have existed all through history. The housing crisis is worrying, of course, but as Fondation Abbe Pierre have pointed out, homelessness is even more worrying. The economic downturn and security concerns plaguing the Western world has enabled us to forget about the primary needs of humanity – which according to the United Nations, includes the right to shelter. But these images, which are dark, grimy, and starkly realistic, serve as a potent reminder.

The sheer magnitude of this campaign has the ingredients to shock people out of their impasse. Fondation Abbe Pierre is a reputable society, who is doing something about these issues. Because, it’s true, the size of a parking space, a bus shelter or a billboard is incomprehensible as a living space for a family. I think I am finally starting to remember these issues, and hopefully, under new leadership, America is also. We can only hope, through organisations such as these, the rest of the world will be soon to follow.

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Picture a dog wearing an acumbra hat, wearing Christmas tinsel for a scarf, sporting a gold lame bikini and heaving a skateboard under its furry little armpit.

Why it’s just too much isn’t it? And this bejewelled, gauche little pooch? Non existent; just a scapegoat for emphasizing that sometimes less can be more. Especially when it comes to powerful visuals.

Take for consideration these recent Sale ads for Harvey Nichols, entitled ‘Scared.’

Scared? What rightly functioning bargain shopper would be scared of an end of year sale? None, excluding those of us who detest crowds, pushing, rudeness and squabbling over designer garments in messy clearance bins, which all in all is quite reasonable. To be anxious, a bit claustrophobic maybe but scared? Nah….

But, as these ads portray, there are some people who are definitely dreading these sales.

There’s our first girl using the brace position, similar to what air hostesses show us at the start of flights. Then our second male model is trying to physically protect himself from what feels like a cloud of debris which wants to implode on him. And it must be serious because surely those charcoal trousers are worth more than my month’s rent. And our red dress lady wearing friend? She’s not really into these sales either. Infact she’s smack bang on the floor trying at least to protect her perfect face, having accepted that her stunning gown will probably be ripped off her by some Amex laden customer.

It’s a frightening event for these manniquins but for the agency DDB in London, the Harvey Nichols sale has inspired some genuinely artistic advertisements. Sleek, elegant yet richly effective.

Advertising Agency: DDB London, UK Executive
Creative Director: Jeremy Craigen
Head of Art: Grant Parker
Photographer: Giles Revell
Art Director: Rob Messeter Copywriter: Mike Crow

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I know that most people will dismiss these ads as generic and formulaic, but as a member of their target audience, I think that they fulfil their purpose. It’s true that it is not the most innovative concept, but each slogan speaks to the graduating generation more aptly than anyone outside of it could understand.

My guess would be that the reaction of most individuals would be to scoff at a saving of $500 off a car, which from Mazda, would probably start around the $30K mark. Again, those people are underestimating the financial difficulties of student living. Five hundred dollars is a lot to save, whether you are paying college tuition or buying a car. Furthermore, with the current economic climate, any saving is better than none. What could be concerning is that advertising of this variety might inspire new graduates to spend their hard-earned cash on an unneeded car – at a time when graduate positions are becoming more precarious by the second. Hopefully, then the $500 will be a minimal enough amount to not induce those sorts of misinformed decisions.

Doner may not have displayed their initiative here, but they have reflected student life in all of its glory – from the treasured three day weekends to the cheese sandwiches. Next time they might want to remember the 3am coffee runs and frantic 8:59am assignment print outs. Honestly, I am not entirely sure that an indiscriminate 2% saving is going to massively boost Mazda sales. But I suppose it could help to sweeten the deal, ever so slightly.

Advertising Agency: Doner Canada
Creative Director: Craig MacIntosh
Art Director / Illustrator / Typographer: Arron Isaac
Copywriter: Drew Barnard
Via: Bestadsontv

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If you had to sacrifice one of your senses, which would it be? Undoubtedly, that debate, experienced by most as a child, leads to a further debate over whether sound or smell is more valuable. Not that these senses are in any way inferior, but it seems most are inclined to retain the ability to speak and touch. This could be explained by the prevalence of visual material in our world. It is for these reasons, and mnay more, that sound has always plagued advertisers.

Whoever does the work for record companies and new artists continually struggle: the women become pin-ups to attract sales, and the men are surrounded by them. It isn’t truly the fault of the advertisers; there is simply a distinct limitation when it comes to print advertising for sound-related products. It is a shame, because it has led to the music industry requiring more than talented vocals – nowadays, they need to look for ‘the whole package.’ This has even elevated to less-popular genres, where classical musical groups such as Bond and Il Divo presenting an image as opposed to a sound.

All of those struggles seem single-handedly defeated by the Brazilian team at DM9DDB. Instead of choosing between sound and visuals, they embrace that “every image has a sound.” True, this ad also exists in television form, which incorporates sound with the genius images, but the print version seems just as effective.  I can’t think of a more inspired way to advertise Saxsofunny Sound Production – I have absolutely no need for sound production specialists, and even I want to use their services, just to reward their genius marketing team. Sound-related advertising just moved to whole new level, far beyond relying upon radio or glamour-fied women. Music industry – please take notice. There is a new generation of sound-marketing talent – and we won’t accept the ‘sex sells’ excuse any longer.

Advertising Agency: DM9DDB Brazil
Executive Creative Directors: Sergio Valente, Rodolfo Sampaio, Julio Andery
Creative Directors: Marcelo Reis, Guilherme Jahara
Art Director: Gustavo Victorino
Copywriter: Otavio Schiavon

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In the recent past men, have largely been sidelined by the beauty industry. The concept of ‘personal grooming’ has always been considered more of a female interest. Today however, more and more men are dabbling with the idea of face wash, toner and moisturiser, and handkerchiefs have largely become an outdated concept.

So let me see, just because a packet of fluffy paper has a cheap looking picture of something sporty, men will forgo their handkerchiefs for this? I just can see a tough guy pulling one of these out, he is wearing a wife beater and a million tats of devil and do this in front of his friends to do whatever one does with this? Man like that use sandpaper to blow ones nose, right?

Forgetting all that the visuals are not too bad, well make that the photography and art direction. The retouching work here looks awful. Interesting to see darker and warmer tones. Staying away from the bright and happy light colours. I like that; it is nice to see that for a change.

I really think the advertiser did a remarkable job on what I think is a silly little product idea. Seriously who came up with this? This is analogous to the clothes that are designed by straight man for women.

Just a thought here, instead of the crappy illustrations on the packets of tissues they would have actually had these ‘Pammy boobs” like in the ad and maybe it came with a little shot of vodka or beer… I think that would work.

Brand: Twinsaver for NAMPAK in South Africa
Agency: TBWA\Hunt\Lascaris – Johannesburg
Photographer: Clive Stewart
Retoucher: Rob Frew
Executive Creative Director: Damon Stapleton
Creative Director: Adam Weber
Art Director: Adam Livesey
Copywriter: Matthew Brink

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