BASIS OF THE CREATIVE STRATEGY FOR AD CAMPAIGNS

BRAND IMAGE
http://www.youtube.com/watch?v=n-C460iuaow

"I eat well, I live well. I SHAPE ME."

This advertisement for Nestle Fruit Selection Yogurt is an example of "Creating  Brand Image".This ad features a young woman, probably in her early or mid twenties whose living a very healthy and active lifestyle.In the add, this woman is a nurse by profession and does kickboxing as her routine. She lives a very active lifestyle, as it is shown in the ad, ( the ad begins with a post it on a wall that is shaped like the yogurt's cup and comes in color blue, the cup's actual color, wherein the word "day 1" is written on. And the video abruptly switches from the post it to the main character running towards the emergency room, and switching again to the post it, with the words "Live well" ths time. And it switches again to the character in a boxing arena, exercising and back to the post it again and then back in the hospital's emergency sitch) . The ad has a voice over depicting the woman, with the introductory lines- "Today is my tomorrow". This ad becomes an example for a Brand Image because the ad campaign is designated to create an image for Nestle Fruit Selction Yogurt as a product that it is us, ourselves controls our life, and we make our choices that would definitely shape our future. We must take control of our choices and must seize every opportunity laid before us.

INHERENT DRAMA

http://www.youtube.com/watch?v=08lnKBAsVrc

This Mcdonald's  ad highlights "Hooray for Today" and is presented more likely as a music video. It features a man, on his way to work and driving his car. This advertisement is for Mcdonald's breakfast meals. In the ad, the man is driving and sees the usual morning sights and routines for the Filipinos like the sunrise, the early morning traffic, jogging, beaming smiles, coffee, stops and gos signs and a lot more. To make it unique and appealing, it was featured in the ad that these usual things comes with  twist. Or with the use of imagination. The stoplights would have a protruding origami fan with trumpets, the men in the construction site are using colorful Lego puzzle to build not a usual building but a Lego Palace, the little girl in the street has a Unicorn as her pet, and the car next to the main character has a teddy bear as his driver.

These are just some of the quirky things shown in the ad. This is an example of inherent drama because the music and the colorful imagination shown in the ad creates an attachment to the audience, it may not be the heavy attachment done by some tear-triggering ads, but its' attachment could be highly personal as well. Maybe a lot of people can relate to the early morning scenes, or maybe a lot could relate with the main character's playful imagination.

ADVERTISING ANALYSIS # 2 MUNSTERIFIC COFFEE FLOAT

Munsterific’s advertisement for its famous coffee float makes effective use of four design elements to reach its target audience, which are in this case, mostly students coming from High school and College levels.

First, the element of visual image, wherein the coffee float looks so rich in coffee, in flavour and in color. The vanilla soft served ice cream is also rich and looks much bigger than the usual size. It is placed almost at the center of rectangular shaped tarpaulin in a vertical direction.

Second , the element of slogan, which is: “Nothing beats the original” makes people think that indeed Muster’s coffee  float came first before Mcdo’s or Jollibee’s.

The price of the coffee float appears on the bottom right of the tarpaulin, which says 39php for Regular and 29php for Junior. This pricing is indeed affordable for their target market, especially nowadays that there are a lot of variations in coffee that’s out in the market, and most of these variations are much higher in price.

                Munsterific’s logo; a cute monster resembling a shape like one of the pineapple’s with a wide mouth opened showing the cute monster’s two canines reflects munsterific’s playful  side, which means its’ target market would not be the stylish professional but more on the cool and fun loving people.

                The backdrop’s color,  which are white and orange emphasizes the coffee float more, plus the fact that the coffee float has really white outline, I guess the backdrop’s color really made the coffee looked richer.

                Together, these four elements suggest that buying Munsterific’s Coffee Float will make the buyer feel young, original, fun- loving, wise (because of thinking about the affordability and the richness of taste in the appearance of the product) and quite busy individuals who prefer to have coffee at a Convenience Store like Munsterific.

ADVERTISING ANALYSIS #1- LIGHT RESIDENCES BILLBOARD

Gracing the billboards at the corner of Lacson and Ramos Streets is none other than Anne Curtis, an epitome of class and sophistication for this generation. SM Development Corporation, a real estate giant chooses her as the official endorser for some SMDC Residential units like the Light, Shell, Green and Jazz Residences.

            Incorporating the elements of design, it is clearly seen that Anne Curtis is the eye-catching picture that suggests glamour, popularity, class and sophistication. Curtis’ backdrop features the ground floor of Light Residences, showing an escalator leading to the commercial areas found in the second floor. I believe that this is an effective image to promote the condominium units of SMDC, as it clearly shows that Light Residences is not one of your typical condominium units because it has its’ own mall, complete with shops, restaurants and even has three cinemas, where one can also be seen in the billboard. The ad’s slogan; “Live like a star” is placed on the top left part of the ad, emphasizing that living in the Light Residences means living a luxurious life. Following the slogan is the name of the product; “Light Residences” and after it comes the location, which is beside EDSA-Boni MRT Station. After these pieces of information, another slogan is shown; “Home is where the shops are” bolding the last three words which means shops within its’ building are one of Light Residences Unique Selling Proposition. At the bottom part of the ad, the SMDC logo is seen in yellow fill with red font color and underneath is the slogan; "The good guys".

            The Light Residences logo is also effective in determining the positioning of the product. The word Light is written in script font that’s close to that of ITC Freemouse  Regular or to that of Linotype Zapfino. This script font for the word “Light” depicts sense of lightness and quiet elegance. And then, it is underlined except for the lowercase “letter g”, and the word RESIDENCES in uppercase Sans Serif follows. Almost connecting the words Light and Residences is a semi circular line which resembles a thinner crescent moon in gold color. I guess this symbolizes the “Light”.

            The Light Residences uses dark corporate blue as its font color which implies intelligence, stability, trust and truthfulness.

            Anne Curtis’gown denotes a sense of passion and power. Anne’s celebrity status is highlighted by her gown which symbolizes the glitz and glamour of a celebrity’s life. The passion in red symbolizes Anne’s passion in her acting craft, one main reason why she is one of the most sought after Filipina actresses of her generation. It also implies the Light Residences’ burning passion and dedication for their company and product. Power is the effect of passion given by these two entities.

            This ad uses a lot of space, especially seeing Anne as the sole person in the ground floor of the Light Residences. This use of space could imply that this is a brand new establishment that welcomes occupants right away.

            In the ad, you can see that Anne Curtis is having fun as its’ obvious that she’s into a laughing pose or smiling as she enters the Light Residences.

            The situation taking place in this ad is: Anne Curtis, the celebrity endorser just had a day full of work and she just went home to her luxurious condo in Lights Residences. Inspite of her tiredness, seeing the comfy condo makes her smile.

            The item being advertised of is the Lights Residences and its target market would be young successful professionals like Anne Curtis who is proven to be successful in their chosen field. Anne Curtis’ popularity automatically gets a name recall for SMDC’s target market, and she is the person that SMDC’s target market could see their selves into.

 Another version of Light Residences Billboard

 

Additional Information:

http://smdevelopment.com/smdc/?p=1459

http://www.entrepreneur.com.ph/growyourbusiness/article/what-makes-anne-curtis-the-perfect-product-endorser