I myself have a real passion in Advertising industry, but never ask myself what make the advertisements (ads) great? Is that because of the ads’ creators, the media where it comes from, or the audience? Actually, more or less any great advertisement requires all of these aspects. And they are all parts of Communication.
A short, small ads can already make a different. Guess how amazing communication can change our lives.
Above is an ads that has created a big impact on its target audience who are gamers. Have a look at the famous X-Box advertisement which was created to promote their slogan “Life’s short. Play more.”
Everyone was saying that this advertisement is exellent. However, I personally think that it’s not as great as I imagined it would be when I heard people worshiping about it. It is because the ad is a bit too exaggerated for me. I agree that media factors like graphics design, sounds, etc. did make this ad stand out. But then the content of it is not deep enough. The ad starts with a little baby, make the audience curious enough to keep watching it. The following screens are the development stages of the boy, till his last day in life. And then comes the last screen with X-Box slogan: Life’s short. Play more. This can either make the audience laugh out loud, or raise their eyebrows and say “What the heck!”
Moreover, I think a so-called successful advertisement should be able to convince most of the audiences who watch the ad (more than 90%). But I don’t think X-Box’s ad make it. View it in another way, I may be wrong as well since I am not their target audience, gamers are. So why they should care about what I am thinking about their ads? They only need gamers’ attention.
Ok, it is possible to argue that way. But let me show you this advertisement, a brilliant advertisement in my point of view.
Who ever used condoms are not convinced by this ad? Most of the men in this world are humorous or like to be one. So this is a perfect match. They will for sure laugh at the fantastic wish ‘Happy Father’s Day.’ Or even serious people will seriously pay attention to the fact that Durex is far better than their competitors in producing condoms.
Moreover, despite the fact that Durex’s advertisement is a print-ad, it has totally convinced the audience.
Just one word to say about this ad: brilliant.
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