Beauty Is In The Eye Of The Beholder

I've always liked that saying. I have to admit it use to make me feel like I had the liberty to like or dislike whatever I wanted to without ever having to justify myself much except perhaps for a, 'well I don't think it looks nice'. That was it. Topic closed. After all, taste is personal. Isn't it? Woe unto him who has yet to realise his own ignorance, and in advertising one is met with heaps of it early on. Such short sighted renationalisations are simply not tolerated. I'm learning there is a very distinct beauty where clever advertising is involved, and it might not always be something that I immediately behold as beautiful in my eye.

This is my third blog review on print ads. Since the start of our copywriters course until this present day each day has brought new insights and new understandings into this very interesting and vast field of study. It is humbling to know that you might become an expert at recognising certain winning formulas over time, but to stay ahead by consistently coming up with new ones, I very much doubt. People change, markets change, political, social and economic climates change and like I mentioned in my review on Greenpeace, you are only as effective as you are relevant. These matters will always dictate to you, making us the slaves of an unpredictable form of evolution, except with advertising, every now and then we get to be the whip.

The print ad above was done for The Eye Care Foundation Brazil by BBDO. Now this is the kind of advertising whip that excites me. It is visually arresting and verbally compelling. It leaves you with an emotionally pleased feeling. It has all the qualities necessary for a campaign and as a result got used as such.

Still having your eye sight is something most of us take for granted. Because we do, you can just sense that it was of real importance to the client to communicate a strong idea about creating awareness surrounding the protection of your vision. What's great about it is that they manage to send out a meaningful message in a creative, engaging and entertaining way. To me it feels like you can tick all the 'Aha' boxes. What is said is clear and it is memorable. It is also thought provoking. I'm convinced this is exactly what any brand should try and achieve through their advertising; I'm even more convinced that this is exactly what any clever agency should want to achieve for their clients.

We might not all be Da Vinci's and create jaw dropping art, but we are in a business that allows us to create moments and memories that people can remember, should remember and will remember for years to come, if we make them that good.

Now, when it comes to this print ad – man, I wish I had seen that.

Born a rockstar!

I had loads of fun analysing this print ad for the new Toyota FJ Cruiser. I found it layered with attitude yet simple enough to communicate everything Toyota wants to say to people through a to the point and precise manner about their new 4x4. In doing so they manage to underline everything you would expect from a machine like the FJ Cruiser.

To me it feels that the creative team that worked on this ad had loads of fun brainstorming all the various ideas and avenues they considered as options before finally deciding on this one. They definitely got it right in my opinion, and I'm sure Toyota feels more than confident that this print ad will make their vehicle stand out in a unique way amongst some tough competitors out there.

The contrast of the black and yellow looks great together. Colour often plays a significant role in the message that you are aiming to communicate to your market and what it says here feels right to me. There's literally no grey areas in the performance of the FJ Cruiser. Again it made me realise that the best things are often said in the simplest manner. 

On a slightly more intimate level it feels like you can almost sense what it must feel like being in this cruiser while it's doing a slow crawl up the mountain en route to its destination. In my mind I see a setting sun, a big fire, friends and an ice cold beer waiting for me. After an exciting ride as the one shown here, there's not much more you can wish for once you reach the top of your mountain. 

The use of the chevron colours along with the little road-sign block highlights the fact that there are certain roads where your normal rules don't apply; in fact they are meant to be broken. Better yet, this 4x4 will overcome seemingly impossible obstacles of track, making you venture where no other man has gone before. It says something real about the sense of adventure you can expect to feel when driving one of these.

The following are insights into the product that I consider depicted as accurate too: 

1. The toughness of both the mountain and the Cruiser,
2. The freedom to challenge your environment when you have the right vehicle, is another.
3. The subtle promise that the sky is the limit with a FJ Cruiser, to me leaves something with us in terms of desire and the sort of lifestyle most of us dream of. To me that's the kind of strategy that has longevity in mind. It's a very clever marketing/advertising tool.

Through allof this we can deduce that Toyota is definitely saying to existing, and possible future clients 'we get you'! Those three words are words almost all of us at some stage of our lives want to hear. When it comes to a brand we either have invested in or consider investing into they are also very important. I'm convinced it's the kind of thing that immediately sets the right tone for enjoying a driving journey like no other.

I also just want to add that the little rectangle that were used in the center of this ad to depict the steep gradient of the climb is an unique and special touch. It instantly draws your eye to a finer nuance concerning the environment and what you can expect from this vehicle. Once you realise this, you can simply let your mind can slip into cruise-control and ride off bravely like a lone rider into the sunset, knowing any other vehicle will be two tracks behind.

Greenpeace finishes in style

If there's an organisation who is always attempting to bite off more than they can chew, then Greenpeace is surely it. 

To most of us they might not be the kind of brand you immediately associate with advertising, but when it comes to creating some of the best, they certainly are.

In any venture you undertake, be that business, charity, perhaps even you as an individual, you are only as effective as you are relevant. This is also true when advertising. It is also true of Greenpeace and the kind of game they like to play. They will seldom seek out an opportunity to promote their cause not bearing this truth in mind and in doing so, let's face it, they create some kick-ass advertising! 

Having to write a blog review on their print ad felt a bit intimidating. I haven't done much blogging or reviews before. Fortunately in delivering a quality ad, Greenpeace managed to also save me.

When you read their print headline, you instantly understand the concept they wish to convey. Fundamentally it's always better to say something short, say it sweet and make sure that whatever it is, that you say right. Simplicity is king when it comes to advertising and by keeping it simple you usually make your message more effective. 
A good headline can do this for you. It your first line of attack (so to speak). If you are going to elaborate on your message with some body copy, then it's especially important, since people only tend to read what grabs their attention.

To me the copy of this ad is beautiful and I feel fortunate to have found it. The message is clear and manages to connect with me as a reader, while also communicating the organisation's intentions in a heartfelt manner. The headline's typography and the overall layout complements each other really well and what is said in the rest of the body copy makes an important point and therefore backs Greenpeace's argument soundly. (A single-minded proposition is what you should aim for when writing ads). The strategy is clear, to communicate to us not to use paper for ads anymore and to preserve our planet's resources. 


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The fact that this is the last print ad from Greenpeace leaves me with mixed emotions. What is said is really profound and makes me question my new line of career ever so slightly when it comes to this form of the various mediums employed by our industry. Greenpeace definitely meant to spark some thought with their ad and does so, which I consider a job well done. 

Personally I like print ads. When a creative team gets them right, they are real gems. Seeing one like this, and knowing that it's the last one from this organisation is sad to me, but it's relevant to their cause and therefore it is effective.

Luke Sullivan says in his legendary book 'Hey Whipple, Squeeze This', that conflict situations with lots of tension are the perfect platform to launch something truly creative from. Greenpeace literally came into existence because of such conflict situations and in the process of doing so, they've always ensured that they come up with unique and creative ideas. Ideas which they put into practice in a daring, unconventional way, so they can deliver a powerful message. 

If you too are a supporter of the fight to sustain our planet and its resources, then you'll like this ad. 

Greenpeace have always walked their walk and talked their talk, and will continue to do so, spreading their message one big bite and one gutsy chew at a time. With this ad of theirs they are bowing out in classic style and leaves us all with much food for thought.