2013 Grand Clio Award Winner: Ray-Ban, “75 Years of Legend” (Marcel Worldwide, Paris)
Source: http://www.adweek.com/news-gallery/advertising-branding/2013-clio-awards-winners-149372#grand-clio-print-2
Type
of Ad:
Print.
Company
/ Product:
Ray-Ban.
What
is the benefit of the product?
The benefit of this product is shade from the sun's harmful UV
rays and make you look cool in name-brand designer sunglasses.
Who
is the ad directed at, or talking to? (Be as specific as possible)
The ad is directed at the people who feel like they are rebels
from society, “the hippies.” It is talking to all the young
people who want to be cool, or part of something bigger than
themselves.
How
does the ad attract your attention (smile, laugh, informs, provokes,
involves, think)? Describe how.
This ad attracts my attention in that this one couple is sharing an
intimate moment in the middle of societal chaos. They are the only
ones in focus in the entire photo. While everyone else is running
around crazy, they are cool enough to have a soft moment to
themselves among the crowd. It provokes people to “never hide”
who they are even among the chaos of real life.
2013 Grand Clio Award Winner: The Guardian, “Three Little Pigs” (BBH, London)
Source: http://www.adweek.com/news-gallery/advertising-branding/2013-clio-awards-winners-149372#grand-clio-film-1
Type
of Ad:
Film.
Company
/ Product:
The
Guardian.
What
is the benefit of the product?
The benefit of this product is the receiving of information in a
fun, exciting way.
Who
is the ad directed at, or talking to? (Be as specific as possible)
The ad is directed at people who are both bored with regular news
and are looking for a fun,exciting news company.
How
does the ad attract your attention (smile, laugh, informs, provokes,
involves, think)? Describe how.
This ad attracts my attention because it makes me laugh. The three
little pigs are the bad guys in this version of the classic tale. So
bad that the cops come armed and ready to their house where the big
bad wolf is stewing on the pot. It shows how this company can have
fun while still keeping the news in real time, which is perfect for
the fast paced consumers nowadays.
What
is the strategy?
They use dramedy (aka dramatic comedy) to show how in the minute
their news is.
What
is the idea/concept?
The idea is that they can even have something as fun and silly as a
fairytale being told in real time.
“Bilnkered or Long View?” FPA of Australia
Source: http://fpa.asn.au/about-us/fpa-advertising-hq/
Type
of Ad:
Print with Question Headline.
Company
/ Product:
Financial Planning Association of Australia.
What
is the benefit of the product?
The benefit of this service is the ability for companies to have a
more secure financial balance in their business.
Who
is the ad directed at, or talking to? (Be as specific as possible)
The ad is directed at companies and individuals who may be facing
financial struggle without being able to see the “light at the end
of the tunnel.” It speaks to those who might need money help the
most. These viewers may feel like they have been only given certain
options and forced to wear their blinkers, when a long view would
help them visualize and achieve their ultimate, long-time goals.
How
does the ad attract your attention (smile, laugh, informs, provokes,
involves, think)? Describe how.
This ad attracts my attention because it provokes me to think of
the answer to the question. Which one would I like? What do they mean
by that from a financial standpoint? How can they compare finances to
the windows in a car? The question is thought-provoking and so more
likely to bring people to their website just for this reason.
How
does it meet the criteria outlined in the chapter as being one of the
acceptable types of question headlines? (Or does it not meet that
criteria?)
It meets the criteria in 3 ways. One, it does not as just a flat
out “yes/no” question. Two, it asks what the viewers wants rather
than about their experiences. Three, it is thought-provoking in
adding a metaphor. By doing all of these, it is both effective in
getting it's message across quickly, yet still makes people think
enough to be more likely to check it out.
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