Famous Ad Campaign s …and how they demonstrate different ad strategies. thanks Joy Hinckley. Famous Ad Campaigns - Narrative (storytelling). John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used.
thanks Joy Hinckley
John Caples was the greatest copywriter of all time, formulating many of the sales techniques still used.
This ad was hugely famous and printed for many years, and is still widely imitated.
The Caples ad “They laughed when I sat down at the piano” is a good example of an approach based on verbal thinking.
Until the 1940s ads were thought up by copy writers then the layout and illustrations were added by the art department.
Caples made narrative, or “storytelling” ads popular.
The Charles Atlas “97 pound weakling” ads ran for many successful years.
Picture narrative strategies involve either a single storytelling picture, or an illustrated or photo sequence.
The Coca-Cola Company has been a success from the start thanks to aggressive and focussed advertising.
From the start, the words “delicious” and “refreshing” were used repeatedly.
Continuity: keeping a consistent product identity which changes only gradually
Recognition: product recognition through signs and symbols. (Coke’s famous logo, the use of the colours red and white.)
Association: Associating a product or service with a pleasurable experience or favourable lifestyle
Harley-Davidson has pursued a campaign based on brand loyalty.
Merchandising is a vital part of this campaign. Loyal customers actually pay to advertise the product.
Get ‘em young.
The ultimate sign of brand loyalty.
In addition to some used by Coke, Harley-Davidson adds
Emotional (Psychological) Appeal: Exploits emotional needs identified by market research.
Harley exploits dreams of power, masculinity, sex appeal, freedom - “Born to be wild”.
Self interest: what’s in it for me
Sex appeal: this product will make you desirable
Concern and compassion for others
Dreams: promises the buyer the possibility of dream fulfilment (eg Lotto, travel)
Fear: you smell / have bad breath / might die and leave your kiddies starving
William Bernbach is famous for his inspired and creative ads.
He worked for the agency Doyle Dane Bernbach, now DDB, a multinational ad agency.
This ad is from the late 50’s and was part of a highly successful campaign for VW.
His ads went opposite to the received wisdom of the time. His witty ads portray companies that are humble, but proud.
Inversion: A twist or turning an idea around.
Wit: Jokes, puns, humorous situations
David Ogilvy is also renowned as a great creative, but he claimed his success was due to meticulous research.
His original “one-quarter moisturising cream” concept for Dove made the product a success in its first year.
Dove still uses this product positioning.
Declaration: The product is this and this. It will do this and this.
QANTAS “I still call Australia home” commercial.
This uses the “heartstrings” strategy.
Meadow Lea “You ought to be congratulated” ad, 1980s.
This uses the “traditional family values” strategy.
Other long-lived campaigns
The Marlboro Man has been around since the early 1930’s.
He continues to work because he represents an archetypal figure (the Strong Silent Macho).
Interestingly, this American cowboy image works cross-culturally - there are Indian Marlboro Men, Chinese Marlboro Men, etc.
This “keep the same ad” advertising principle is based on “if it ain’t broke, don’t try to fix it.”
Other long-lived campaigns
Disturbingly, Camel Cigarette’s famous “Joe Camel” character is more recognisable to U.S. children than Mickey Mouse.
Smirnoff and Absolut are known for their clever and visually stunning campaigns. Surrealist imagery often plays a part.