Easy-2do-Comps

As a student, I've always found it difficult to visually show exactly what I want to communicate in my ads. Sometimes, you may have a really good concept but lack the photoshop skills to get it done. Other times, you can't find the photo you need or the right camera and lightning to get the comp done.

Here is something that will solve many of these problems and save you a lot of the time involved in making a comp.

Sketch2Photo: Internet Image Montage from Tao Chen on Vimeo.

Oh, the world of technology!

A 180

During my internship at Saatchi & Saatchi this summer, I saw for the first time, this ad that is now marked under my Favorites in YouTube. Is a really good example of taking an idea and giving it the 180. It took an important moment in a sibling's life when they are no longer an only child and changed it in a very interesting way.

Two thumbs up id say. This could have been a very emotional, conventional, and boring ad if it showed a young boy meeting his sibling for the first time. I can picture this cheesy moment...they bring the baby in the room still inside the stroller...the baby brother peeks in...music starts...they smile at each other...the baby grabs the brother's little hand...mommy and daddy smile at each other. The End. LAME-O! What Saatchi did was way better! It took a human truth -meeting a new sibling for the first time and how the brother really feels about this new addition to the family-and changed the perspective from which this story is told.

Very creative and unexpected for a Luvs ad.

Here is another example of an excellent Toyota commercial from Puerto Rico where instead of showing and saying how effective and efficient their cars are, they are implying it in an unexpected way.

In case you are wondering, the question in the end says "Who needs them?" There is no use for bus drivers or mechanics if everyone would own a Toyota.

Here is another example...

I still need to add another video which I can find. When Ill do, Ill post it!

I've heard people say that today, visuals are more important than words.
I know for a fact that ads with too much copy are less likely to be read than ones that are more visually driven. If you have a good visual for your ad, great! But keep in mind that copy is not dead!

This video proves it...

During my first Portfolio class at Syracuse University, my professor Kevin O'Neill, would always say to us "First say it straight, then say it great." In my opinion, really great ads say it great but in a very short way. I always compare it to writing an essay. Its usually easier to have a lot of research information and write a really long essay than having the same amount of information and writing a 2 or 1 page essay. Also, the short essay is also most likely to be read and enjoyed by others than the long one (...and you know there won't be any BS..only info that goes straight to the point)

Same thing applies to writing and ad. You have all the brand's history and benefits and you have to find only a few words that sum it all up in a creative way.

I guess I can say that I'm a true believer in the architect Ludwig Mies van der Rohe famous quote "Less is more."

Here are some ads I found in a book that, for me, are good examples of short but sweet copy. Some of these are accompanied by visuals but they are still just as good.

For the upcoming three days, I will be posting, posting and posting some more!

To start with... I would like to show one of my favorite ads.

First see it, then read why I like it so much. Enjoy!

Agency: Nordpol Hamburg

CD: Lars Ruhmanndate

4/30/2007

Great right? First of all, as cliché as it may sound, this is not just an ad. It's a story. And what's good about ads dressed up as a story is that people are less likely to switch the channel or leave the couch. This story,at first sight doesn't even seem like a commercial. Its seems more like one of those "true life" or E stories (and what do people like more than sticking their nose in other peoples business without getting into trouble?!)

This ad does a very good job in intriguing the audience. It keeps them watching because his true identity and the explanation of his behavior is not implicitly explain until the end. Also, the filming style, the background music, the good casting of the "wind", work very well together to create this scene of mystery that makes this ad one of my favorites!

Overall, Its an extremely clever idea! Hopefully Ill make an ad like this and win myself a Canes (hmm....) Oh, did I mention that I support wind energy so, that may cause my opinion to be a little bias?

For those of you who are wondering... did it win any awards? Who made this? Here's the answers. http://www.coloribus.com/adsarchive/tv-commercials/epuron-power-of-wind-505914/

______________________________

And speaking of stories, things I like, and causes I support, watch this other video! Its a bit longer than the previous one but I promise you will like it. But I must warn you.. this might actually motivate you to do good!!!

Now wasn't that inspiring? At least a lot more motivating that those of UNICEF, Feed the Children, or even SPCA. So, what sets this ad apart? Probably the fact that the guy telling the story is very, very passionate about what he is doing! And he shows it! The music, his tone of voice and the speed at wish he speaks doesn't give us much time to pause and change the channel. It quickly grabs your attention! But most importantly, he doesn't use guilt to make you care (even though psychological research says it works!). He instead motivates the audience! I mean, after I finished watching the video I just started thinking what do I want to do for my birthday so that I can give clean water to these kids? And that right there shows how this ad or promo video is indeed effective!

What are your plans for your September birthday?