In Chapter 1, the ad that stuck out the most to me was of course the iconic “Think Small” Volkswagon print advertisement from DDB. To me, this advertisement perfectly displays how to perfectly “marry” copy and image within an ad to convey an easy, concrete message. The simplicity of the “Think Small” tagline reminds me of the same simplicity of the “Got Milk?” tagline. The ad in the “Got Milk” print campaign are similar to the “Think Small” ad because they both use a short “one-liner” headliner to quickly drive the message home to the general public. With one quick look at these ads the audience can easily tell what is being said about the product. The only different I see between these ads is in the image. The images in the “Got Milk” ads seem to be a little busier but they are still easy to interpret because they are all tied together with the symbol of the milk mustache.
CHAPTER 2: The Project Process
In Chapter 2, the Chick-fil-a “Eat Mor Chikin” billboard ads sparked my interest the most. I’m personally a big fan of Chick-fil-a’s food and also their playful and fun advertisements with the cows. The cows are the perfect characters to convey their message to “Eat more chicken” because they can make it seem playful and competitive-like, instead of being forceful and creepy. I also think that their advertising strategy works perfect with the overall visual design of these ads. The simplicity and playfulness expressed in the strategy and visuals of the Chick-fil-a ads reminded me of the Chipotle billboard ads. The Chipotle ads are visually similar because they both take the form of white billboards with giant black, edgy text. The copy is also similar because Chipotle also uses a more playful tone to show its audience that the company doesn’t take itself too seriously. Also, in a way the giant wrapped burrito is given character, like the cows in the Chick-fil-a ad.
CHAPTER 3: Creative Thinking
In Chapter 3, the Levi’s “Shrink-To-Fit” ads caught my attention the most. I enjoy how the “shrinking” type design in these ads fits the overall “shrink-to-fit” message. This manipulation of type helps add more visual strength to the message while also helping the relation to the image. I’ve seen this tactic used a lot before and I believe that it’s effective because sometimes type doesn’t have as big of a visual impact on the audience. This tactic is also seen in this Cancer Pacients and Associations ad where the copy reads, “Smoking Reduces Weight (one lung at a time).” The type is set so the weight of it reduces with each word. This visually sets the type in a way where the message and the type work together to form one cohesive image.
CHAPTER 4:The Brand Idea
In Chapter 4, I was most interested in the “Go Forth” television campaign for Levi’s that was done by Widen + Kennedy. This campaign is one of my favorites due to its display of a carefree, reckless lifestyle of America’s youth. Levi’s is known as a classic, rugged, American brand, and I believe that these spots do a great job at conveying that brand image. An ad that I thought was similar was last year’s Chrysler “Imported From Detroit” commercial. The Chrysler spot is similar because it is also focusing on the brand of Chrysler itself and connecting it to it’s American roots in Detroit. The narration and visuals are done in a very similar, serious tone that almost demands the audience’s attention. Both spots also focus on the importance of being a true, American brand by showcasing their American beliefs.
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