Missed opportunity
The headline in this poster is interesting I think. Just enough intrigue to get you thinking.
But is it strong enough to stop you in your tracks? I don't think it is.
I also don't think it needs to be underlined. And as for the exclamation mark!
You're probably sitting there reading this wondering why this poster even warrants an appearance on Brand DNA.
Here's why:
The body copy invited people to take a photo of themselves and MMS it to a number on the poster.
Minutes later they were sent a pic of how they would look at 70.
Hence the grey hair headline.
This is a very interesting idea I think.
But I can't help wondering if the agency people got so excited about the photo ageing idea that they forgot to give the advertising the thinking it deserved.
Labels: advertising, ambient, interactive, outdoor
posted by Stan Lee at 12:22 am
8 Comments:
I'm sorry, but what is the product? What does the client do/sell/want me to do?
My point exactly. A poster has a split second to grab you as you pass by. Does this poster do this? No. Which is a pity as I kinda like the idea.
I thought it was going to be an STA Travel ad
While I would love to try this little photoshop trick. I don't understand what they are selling? Perhaps it is just a way to gather email or cell phone addresses?
I feel like I've seen this idea (snap me and show what I look like old and grey) before but I can't think where.
Early dementia.
Does it ring a bell for anyone else?
Cool idea, poor execution. Plus the iPhone doesn't send MMS.
Circuitous advertising like this is the by-product of self-important, self-involved agency types. They believe their work is sooooo interesting, soooooo engaging and sooooo important that people will care to take the time to (1) read the advert, (2) process and digest it, (3) remember it, (4) go to the website when they get home, (5) figure out what all this has to do with the crap the client sells, and (6) tell all their friends. They actually believe their own bullshit. It's delusional.
This poster is the kind of junk agencies make when they can't find anything unique they like about a product/service.
And I still don't know what this poster is supposedly pushing...
Excellent and very insightful comment Mr Pilcher.
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