2 years ago
Pixelize This: Sanyo Camcorder Ads
Sometimes I’ll see a TV commercial, print ad or billboard and think, “how could I make an interesting online execution of that?”. So why not take my random thought and turn it into a running feature here on Help Make Better Ads.
In our first installment of Pixelize This, I give you a Sanyo underwater camcorder campaign by Saatchi & Saatchi New Zealand (h/t BlogLess).
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These look primarily like print ads, thought they could be serving as fodder for multiple campaigns in multiple mediums (hard to tell from the info directly at hand).
If I were to “pixelize this” campaign, I would play off the space provided in a leaderboard (728x90) format with the water line being the bottom of the creative. I would likely have the “top words” bobbing slightly on the horizon to showcase the water and create some visual appeal. But like the “ice/berg” the creative would have more content than first met the eye. This seems like the perfect time to leverage an expand ad to reinforce the campaign’s overall message that there is more to be seen under the water with the Sanyo camcorder.
I would use a call to action similar to the copy in the bottom of the print ad; “Rollover to see what’s under the sea” upon which the reveal would give you the “underwater counterpart” to its bobbing partner.
Thoughts? How else might you transfer this campaign online creatively?
2 years ago
When an ad is too similar to the editorial content, it almost looks like house ad content for the publisher promoting the content itself instead of for the end brand. All I see is Teddy Bruschi, not SBLI.
Apple may not have exclusive rights to tastefully integrated, high impact custom rich media executions with tier one publishers, but they may be the best at it. Following up on their Mac vs. PC TV commercial extensions into the online display space, Apple has once again recreated their TV campaigns online.
There are two things I really like about Apple’s approach to their display campaigns.
- Extend your TV brand creative online for reinforcement and engagement. Don’t put different messages in different mediums, use consistent messaging across your brand campaigns to reinforce the message. There are plenty of companies that use the same imagery, fonts and language in their static display campaigns as they do on TV, but Apple excels at bringing the intangible emotional connection to an audience that a great TV campaign can induce along with the nuts and bolts of the design.
- Leverage the 1:1 relationship with the publisher in custom and tasteful ways. We saw how an egregious site skin can be so damaging to the publisher’s brand identity on their own site in Tim’s most recent post. Apple integrates their brand into CNET in a creative way that plays with and off of CNET’s brand identity (i.e. the Red Ball) that adds value to the CNET brand as well as the advertisers. This is an example of 1+1=3.
Thoughts on Apple’s online executions? Anything that you would do differently?
As a publisher, where do you draw the lines between playful and positive interaction with your brand and the advertiser’s content and a potentially negative brand experience?
2 years ago
I think, when done well, site skins can strike just the right balance between catching your eye and being unobtrusive. From a design standpoint, Stereogum’s promotion for Tosh.o just overpowers the content on their front door. Perhaps some sort of tie-in to music would’ve made this execution more contextually relevant, but as it’s currently constituted it’s both distracting and doesn’t relate to Stereogum’s content whatsoever.
(H/T YM)
2 years ago
When mobile ad targeting got scary. The following ad was delivered to me in the TuneWiki app on my iPhone while I was on the Acela from Boston to NY.
Coincidence right? Presense isn’t that contextual (yet).
