Campina is a European milk and milk products company and their health drink products are released under the brand name Optiwell. They say that their health drinks contain only 0.1% fat. Given this, can you guess what this ad is trying to convey?
The ad is pretty simple. The tagline says that the health drink contains only 0.1% fat. People use fat-less drinks to lose weight. In the image there are footsteps of the dog but no footsteps of the person who is jogging, as if he is weight less. So in effect the ad says that the drink make u lose your adipose tissues. The success of such ads lie in the fact that if people think more about an ad, the more will it be retained in their memory.
9 comments:
I like this add--it took me looking at it a couple of times, but it's very clever!! I like your blog. I will try to remember the address and put it in mine!
ah, now this is a smart one...I like such unique ads. I always wonder about and admire the creative-heads behind such wonderful pieces..
ur right. it sticks in the mind. but a person who was with me when i 1st looked at this site, didnt give it a 2nd look, just cos it didnt click. too much complexity is also a sin, right?
Check out the Parmalat ad , in the "Out of this World' index on www.agencyfaqs.com. Similar handling of the subject.
> melissa
so true abt that.. hats off to its creator..
> nivedita
yup! :-) u know, sometimes such ideas come in a whim..
> poison
yes, too much complexity will definitely create problems.. actually its a trade-off.. afterall we say an ad is a success not by the talent involved in making it or the creativity involved in it, but when the customers appreciate it.. :-)
> silverine
i'm a sporading visitor of agencyfaqs.com. seen the ad.. thnx for refering to it.. it was good.. but a bit cliched coz of the "BIG" hand with a small body, holding the wallet.. irregular ratios of the body :-) bt yeah overall it was nice..
@Jithu: So you are a 'sporadic' visitor of agencyfaqs? Then you would have noticed that agencyfaqs only highlights the best creatives in the 'Out of this World' index. The ad is definiteley not cliched, but convinces the reader of the effect of long time abstinence from fat very effectively. Whether he is holding the wallet or not is immaterial.
As a copywriter, I would say "Excellent" execution of idea.
> silverine
oops! sporadic it is.. :-))
yup i hve gone thru all the print ads shown there.. well the idea is excellent, i perfectly agree to that.. and cliched or not.. that was wt i felt at that point in time.. :-)
btw, u dont knw whether its a "he" or a "she".. ;-)
It could be a he or a she. Does it matter? ;)
ha ha.. no not at all.. ;-))
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