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AD JOURNAL

Jon Blackwood SID # 13160984


http://www.YouTube.com/watch?v=9f1awn9vBZE


Script Air New Zealand Stewardess: Welcome aboard this Air New Zealand flight. Shortly we’ll be winging our way to your next port of call. But before we kick off I’d like to give you a quick safety team talk. Even if you fly with us often please keep your eyes on the briefing. To warm up, make sure all your baggage is stored away on the overhead compartments. Or tucked under the seat in front of you. (Shot of Conrad Smith Taking his footy boots off) Graeme Henry – All Blacks Coach: Whether you are in the front row or the back, All passengers must keep an eye on the lighted signs and follow the crew instructions.

feeling in your legs but enough to make sure it’s snug across your hips. We recommend that you keep your seat belt fastened throughout the flight, But if you need to get up to stretch your hammies, undo the seat belt by lifting the flap. Richie McCaw – All Blacks Captain: If an oxygen mask should drop down in front of you, don’t stop to ask why. Air New Zealand Stewardess: Simply pull down the mask, place over your nose and mouth and tighten by pulling the elastic on both sides. Oxygen will flow through the mask automatically.

Richie McCaw – All Blacks Captain: If the seat belt sign is on nip back into your seat and fasten your seat belt.

Richie McCaw – All Blacks Captain: If there are young ones around you make sure you’ve got your mask on before helping them out. Then look around as there may be someone else that needs a hand.

Air New Zealand Steward: Not so tight that you’ll lose

Full script available in appendix.

Air New Zealand Crazy About Rugby - Safety Video

Type of ad: Video Where: Onboard Air NZ Aircraft, YouTube When: Launched August 16th 2010 Purpose of ad: Safety Video Target market: Passengers on Air New Zealand, Rugby Fans What appeal to advertiser? Association with the All Blacks, Buzzwords, Celebrity Endorsement, Lifestyle, Novelty, Positioning. Wider audience affected by ad: Online viewers Critique: The Air New Zealand safety video, which stars All Blacks captain Richie McCaw, Mils Muliaina, Richard Kahui and coach Graham Henry, has been an online hit and has been viewed almost 950,000 times on YouTube. Air New Zealand capitalised on the timing of the 2011 Rugby World Cup by affiliating their brand with the iconic All Blacks who are known throughout the world as the world’s best rugby team. Kiwis are rugby mad and this is the perfect way to get them to want to watch a safety video/ad. I say ‘slash ad’ as the unusual style of the safety video has

enabled Air New Zealand to leverage online channels like YouTube to showcase something that would usually only be seen on a plane. Not only does the video give passengers an education on safety but it leads to the feel good of the customer experience during the flight. It is an innovative approach to advertising and the ad portrays a sense of fun about the airline. The ad borders on the risky side by including a clearly gay steward who asks an All Black for a kiss and a 72 year old grandma streaking naked down the aisle, the latter has recently been edited out of long haul international flights due to some cultures not understanding the idea of streaking at sporting events. Air New Zealand is familiar with taking risks in their advertising with previous ads featuring naked air New Zealand staff in covered in body paint uniforms. I think this safety video/ad is both effective and innovative.


Ad Detail


Shell Let’s Go Campaign

“We all like to watch the footy, and we couldn’t do that if that massive set of flood lights wasn’t on.”

Type of ad: Newspaper Where: The Courier Mail When: Tuesday October 4th Purpose of ad: To position Shell as a clean energy company Target market: Adult males with a young family. What appeal to advertiser? Lifestyle Association, Emotional Connection, Environmentally Friendly Wider audience affected by ad: Other readers of the Courier Mail including the 44% of female readers, those interested in the football, or their children’s future. Critique: I think Shell has done a great job of showing the that we are all a part of energy consumption. Without even having to read the text, Shell connects with the audience emotionally, saying “we all like to watch the footy, and we couldn’t do that if that massive set of flood lights wasn’t on.” Shell’s headline backs up the fact that they are on our side. It’s us, we are in this together, let’s go. The ad communicates that Shell is looking at cleaner ways to power our cities

so that we can all enjoy the footy without a guilty conscience. On closer inspection the image contains quite a bit of Photoshop work but this would be missed by most viewers. From the Shell coloured big screen to the feel good image of a young boy wearing the shell colours cheering for his favourite team, his arm posed in celebration pointing up to the shell logo. Let’s go. My only negative with this ad is the placement in the newspaper. It is closer to the front (page 14) which is good but may be missed as with the bottom left hand page position. Other than that, great ad.


American Express Let’s Go Campaign

“If the purpose of this ad is to make a user sign up to an American Express card, then the ad has failed miserably”

1. http://www.adcentre.com.au/media/737670/10smh_rfdec_smhm-f.pdf 2. http://www.pewinternet.org/Reports/2011/Generations-and-gadgets/ Report/Infographic.aspx?utm_source=twitterfeed&utm_medium=twitter

Type of ad: iPad interactive Where: Sydney Morning Herald iPad edition. When: October SMH editions Purpose of ad: For the reader to realise the potential of an American Express credit card to turn your misfortunes into successes. Target market: SMH Readers 35-49. SMH’s largest demographic are males 50+ in the AB socioeconomic.1 Their next biggest reader profile are those in the age of 35-49, who are shown2 to be more likely to be the owners of an iPad. What appeal to advertiser? Intelligence, Solve a problem Wider audience affected by ad: iPad SMH readers only Critique: The ad appeared to me while reading the Sydney Morning Herald via the iPad. It seems the ad is trying to complement the American Express slogan “realise the potential”. Amex have used the words, ‘if life gives you lemons...’ and the call to action, ‘rotate’. Once the user completes the rotation of the iPad another screen with the words ‘make

lemonade’ appears. This is likely to be the last interaction the user has with the ad as this page doesn’t really say anything. More than likely the user will feel like American Express have wasted their time. If the user does choose to ‘Go’, as requested, they will come to the American Express home page. The question is, what is the user meant to do here? If the purpose of this ad is to make a user sign up to an American Express card, then the ad has failed miserably. The ad didn’t connect with me, the imagery didn’t pull on my emotional heartstrings and make me inspired to turn my misfortunes into a success. The message is far too ambiguous to make me do anything but leave and feel annoyed at its interruption. Perhaps as a solution they could have a landing page that is in line with the message, with a personal testimony about someone using an Amex to turn a bad situation around. This is a poorly executed ad.


1. http://www.YouTube.com/watch?v=jyaE2Mw6YuU


Script

Woman: Yeah

Man: Lisa I have a quick little favour to ask you for. Can I borrow your phone?

Man: Somebody picked up? Alright perfect.

Woman: Yeah.

Woman: Who was that?

Man: Thank you. I am just dialling the number.

Man: I want you to take a look at this building right here.

Woman: We should go home it’s getting late

Woman: Surprise, Screams, Laughter, Crying.

Man: It’ll just be quick. Put it to your ear. Is it ringing? Woman: Who am I calling? Man: It’s just a friend of mine, to say hello. Woman: Just a friend of yours?

Man: Lis? Baby baby, come here come here baby. Baby will you be my wife? Man: Yes? Yes? Yes? Woman: You dropped the ring. Man: Lisa?

Man: Yeah, yeah, yeah, Just to say hello.

Woman: Yess! Yess! (Screaming)

Woman: Hi, It’s Lisa… (pauses) Okay?

Man: One more thing, watch again.

Man: What happened?

Woman: Screams and laughs, Hysteria, That was so cool.

Woman: He just hung up on me. Man: Oh but he picked up right?

Man: I love you so much.

Union Bank Suspected Viral Campaign

Type of ad: Viral Video Where: Online When: First Launched 14/02/2010 Purpose of ad: To go viral and attach a positive persona to Union Bank Target market: Young Adults (20 - 35) Young families. The YouTube statistics1 of this video show it is most popular with men between 18 - 44. What appeal to advertiser? Positioning with the market segment, Association. Emotional Connection Wider audience affected by ad: Across all audiences Critique: My wife loved this video and showed me but after thinking about how this guy pulled it off I was sceptical that this was actually an ad. This proposal happened on a building owned by a bank. The viewers of this video proposal would be the target market of the bank. Many of this target market would be at a stage of life where they are ready to spend on a large wedding,

buy a house, furnish it and make a series of large purchases which would require a loan. Perhaps it is a legitimate proposal, but to do this proposal from a large US bank’s office building would certainly take coordination by the bank’s staff, sign off by the bank’s P.R. department, legal department and general manager who would have been likely to see this as a fantastic opportunity to associate the bank with a innovative way to propose. I think they have done this using visual effect software. I’m not sure if this is effective or not. I have seen so many viral campaigns that I think it makes me suspicious of the company. It almost adds a sneaky element to their persona.


http://vimeo.com/29579393


Agency: David & Goliath Production Company: Anonymous Content

KIA More Soul

Director: Mark Romanek EP/Production: Sue Ellen Clair Line Producer: Suzie Tedesco Director of Photography: Jeff Cutter Production Designer: Tino Schaedler Editor: Jim Haygood Post Production: Method Studios LA

Type of ad: Video Purpose of ad: To sell cars Where: TV & Online Video When: This ad debuted during the 2011 MTV Music Video Awards Target market: Youth 17 - 25 What appeal to advertiser? Association, Beauty Appeal,Buzzsong, Cool factor, Emotional Connection, lifestyle, positioning with the market segment Wider audience affected by ad: Watchers of the ad online Critique: I loved this ad. I actually found myslef watching it over and over and even sharing it with my friends. These hugely popular hamsters featured in earlier Kia campaigns, return to introduce the significantly refreshed 2012 Kia Soul. The ad features robot armies fighting in a futuruistic ‘Halo’ like setting. In rolls the Kia Soul full of hip hopping hamsters who proceed to dance battle to LFMAO’s huge club hit “Party Rock Anthem”.

I think this ad works because it associates the brand with the lyric, ‘have a good time’ and the viewers are having a good time. Incorporating a super catchy song with the style of a hugely popular video game, and not to mention the element of surprise with dancing hamsters. This ad is a hit! The ad, directed by Mark Romanek, was launched at the 2011 MTV Music Video Awards. Tino Schaedler of adNAU was Production Designer and also created the digital set design. Studios LA created the action feel with extensive visual effects.


National Museum of Nuclear Science You won’t leave the way you came

“Was I going to get changed by the radioactive material there? To be honest this actually had me a little scared”

Type of ad: Poster Where: OOH media in Albuquerque, New Mexico Purpose of ad: The goal of the poster is to attract a younger and broader range of visitors to the new museum and encourage debate about nuclear science and its role in history. Target market: Young Adults 18 - 25 What appeal to advertiser? Cool factor, Emotional Connection. Wider audience affected by ad: Across all audiences Critique: My critique employed the AIDA method. Attention: Being a lover of graphic design I was immediately drawn to the centered image of a maze in the shape of a plane set against a canary yellow background. Interest: The most legible word on the page was the word ‘nuclear’. What was this ad about? The caption underneath the maze reads, “You won’t leave the way you came.”

Desire: This ad didn’t create a desre in me. Was I going to get changed by the radioactive material there? To be honest this actually had me a little scared. I imagine myself going through the maze and coming out the back end of the plane almost like it was passing me through its digestive system. Action: Move on. I think this ad is actually effective in grabbing attention but ineffective in converting me to go to the National Museum of Nuclear Science & History. The ad campaign was created by 3 Advertising, based in Albuquerque, New Mexico. The Art Director was Tim McGrath and the writer/creative director was Sam Maclay.


Agency: DraftFCB, Toronto, Ontario, Canada Creative Director: Robin Heisey

ZIPLOCK Falling Fruit

Art Director: Elma Karabegovic Copywriter: Santiago Fernandez-Concha Photographer: Angus Rowe MacPherson

Type of ad: Print Where: Women’s Magazines When: August 2011 Purpose of ad: To showcase the freshness of Ziploc Freezer Bags Target market: Canadian Homemakers What appeal to advertiser? Appeals to the audience include; Novelty of the image working both ways, Solving a problem of fresh fruit spoiling easily, and positioning this within a target market of homemakers. Association to the wider SC Johnson brand. Wider audience affected by ad: Readers of the print Ads Critique: This creative print ad features an image of fresh fruit falling into a bag with the words “as they were going in”. On the opposite side of the page printed upside down is the text “As fresh and nutritious coming out”.

The ad captures the viewers attention with the upside down text being difficult to read. This promotes an interest to find out what the ad actually says by flipping the magazine upside down. This is a humorous way of discovering Ziplock’s message that their bags keep fruit fresh longer. The only call to action is the Ziplock slogan, “get more out of it”. This also communicates the versatility of the Ziplock bag This ad is effective as the message appeals to the desire of the homemaker. The ad also contains the logo and slogan of SC Johnson ‘A Family company. SC Johnson has been around for a lobg time and this is a symbol of a trusted relationship with a wider brand.


“When the image of the dog is viewed from the upper levels of the shopping mall, people moving across the ad appear flea-like”

Frontline Jakarta Mall Guerilla Marketing

Type of ad: Guerilla Marketing Where: Jakarta Malls Purpose of ad: To impress the brand upon the minds of Jakarta’s general public

Target market: Indonesian Pet Owners What appeal to advertiser? Cool factor, Emotional Connection, lifestyle, positioning with the market segment Wider audience affected by ad: Mall goers, those interested in creative advertising Critique: Saatchi & Saatchi, Jakarta have created this effective guerrilla advertisement for Frontline pet products and JAKPETZ an Indonesian chain of pet stores. Supermarkets, malls and pet shops are the leading channels of distribution in pet care in Indonesia where the retail value of pet care is estimated to be worth Rp831 billion, and growing at a robust rate of 12% (http://www.euromonitor.com/pet-care-in-

indonesia/report).

To impress the brand upon the minds of Jakarta’s general public, Saatchi & Saatchi’s creative team have printed a gigantic image of a scratching dog onto a 225sq metre sticker. They have then placed the stickers across the ground floor of three separate Indonesian shopping malls where Frontline is sold. When the image of the dog is viewed from the upper levels of the shopping mall, people moving across the ad appear flea-like which creates both an awareness of the frontline brand and the message that Frontline is available at the Jakpetz store inside the mall. This is a fantastic piece of creativity which, in the age of social media, would have seen the mall’s visitors further promoting the brand by sharing their amusement with friends online. This ad has also been shared across various blogs and websites that celebrate interesting and effective campaigns. Saatchi and Saatchi’s Jakarta team included Chief Creative Officer Andy Greenaway, Executive Creative Director Juhi Kalia and Art Directors Aryanto Salim and Joel Clement.


Appendix

Danielle Rainbow – Air New Zealand Stewardess: Welcome aboard this Air New Zealand flight. Shortly we’ll be winging our way to your next port of call. But before we kick off I’d like to give you a quick safety team talk. Even if you fly with us often please keep your eyes on the briefing. To warm up, make sure all your baggage is stored away on the overhead compartments. Or tucked under the seat in front of you. (shot of Conrad Smith Taking his footy boots off) Graeme Henry – All Blacks Coach: Whether you are in the front row or the back, All passengers must keep an eye on the lighted signs and follow the crew instructions. Richie McCaw – All Blacks Captain: If the seat belt sign is on nip back into a set and fasten your seat belt John Marriott – Air New Zealand: Not so tight that you’ll lose feeling in your legs but enough to make sure it’s snug across your hips. We recommend that you keep your seat belt fastened throughout the flight, But if you need to get up to stretch your hammies, undo the seat

belt by lifting the flap. Richie McCaw – All Blacks Captain: If an oxygen mask should drop down in front of you, don’t stop to ask why. Rebecca Mosely Air New Zealand: Simply pull down the mask, place over your nose and mouth and tighten by pulling the elastic on both sides. Oxygen will flow through the mask automatically. Richie McCaw – All Blacks Captain: If there are young ones around you make sure you’ve got your mask on before helping them out. Then look around as there may be someone else that needs a hand. William Coxhead – Air New Zealand: If an emergency were to happen during take-off or landing, place your hands on your head with elbows on the outside of your thighs, and feet flat on the floor. Mils Muliaina – All Black: Or crouch, touch and brace yourself on the seat in front of you. Richard Kahui – All Black: Down here is the perfect place to find your lifejacket. Jose Tapia – Air New Zealand: Lifejackets are

really easy to use, simply rip it out of the bag and put it over your head like this. Then clip the straps together and tighten. This red tab inflates the lifejacket, so only pull it one you leave the aircraft. If you need to inflate a little bit more simply blow into the mouthpiece like this. (ref’s Whistle sound) Jodie Kerr – Air New Zealand: We will also be on hand to provide lifejackets to infants if needed. (nods towards an Australian Supporter) Graeme Henry – All Blacks Coach: If you find yourself needing to smoke on this flight consider yourself dropped. Smoking anywhere on the plane is not allowed and we can’t have that sort of disruption on the team. Danielle Rainbow – Air New Zealand Stewardess: If you need to find your way out, even if it’s All Black, the escape path lighting will lead you to the exit. Should we need to evacuate, support others around you who require help. Your crew are now pointing out the exits. It would pay to note that your nearest exit could be behind you, so have a quick look and count the number of rows to the exit. You’ll find more

information on the safety card in your seat pocket. William Coxhead – Air New Zealand: Please turn off all electronic devices during take-off and landing. Electronic devices such as mobile phones can interfere with aircraft systems and mustn’t be used in flight – unless you’ve switched them to flight mode. Finally for take off we ask that you place your tray table back, make sure your seat is upright and fasten your seat belt. Tony Johnson – Commentator: Then we’ll be taking off without any more surprises. James Beard – Air New Zealand: This is your pilot speaking. It’s a pleasure having you all on the team today. Please sit back relax and enjoy our great kiwi service. William Coxhead – Air New Zealand: From the airline that’s crazy about rugby, Kia Ora and have a great flight. Betty – Old Lady: Streaks down the cabin

Advertising Journal - Jon Blackwood  

This is an advertising journal I created for a university assignment.

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