The ad I chose is the newest campaign from 7 For All Mankind for Fall/Winter 2010. I love looking at fashion ads, this is one of the most powerful ways in my opinion you can convey your message and who your brand is to your target market. The ad campaigns for the brand always create a asymmetrical balance between light and darkness. They always strategically position the models in a way that the sun hits the photo to create a cool Californian light and shadow effect.
The company that I want to do my campaign on is Report Signature, a high end footwear company for women. The company designs several different styles of stilettos, boots, and sandals that range from $100.00 to $500.00. I’m going to take the high end luxury image of the company and intensify, I’m going to research the market and client of the company a lot more because I want to do something edgy, risky, sexy, but still very fashionable. The campaigns already have a sense of sexiness and appeal to them so I’m pretty confident about using these words when describing my campaign and not offending the company or the clientele. I’m going to redefine the company starting with the slogan, “Kiss My Signature’s.” This will make a lot more sense when I do the photos and insert the slogan.
One of the funniest commercial concepts I’ve ever seen are the ones for Progressive insurance. I think that was one of the best moves that the company could have done. In all of the commercials they have one female actress named Flo that everyone knows as the Progressive girl, she is overly energetic, overly excited, and overly quirky about her customers getting to save money on their insurance. She has become the face of Progressive insurance. How the hell do you shop for car insurance? Where do I go? Why do I have to call every single insurance company in the yellow pages? Progressive took all these questions and answered them with their advertisements and in a very unique way. The commercial sets up a retail kind of environment with insurance that comes in various sizes of packaging. All of your questions are answered by Flo and she shows you all of the features they offer that make choosing an insurance company and package easy.
The first ad I chose to do was a French Connection ad, back when the campaign first came out I remember seeing it in the mall. This was the first time I’ve even noticed the French Connection stores since they did their infamous “FCUK” campaign. But this one pulled away from their obscene brand image and created mystery also a campaign that focused more on the clothes and not just a brand statement. This campaign and this particular ad would fall under the Declaration division of advertisements. The ad simply states, “This is the woman. She turns lines into curves.” Each different advertisement that French Connection put out has a declarative statement like this. I read through each of them and in my opinion this one has a real powerful message and says the most while saying not much at all. The beginning says “This is the woman”, the ad isn’t just saying she’s any woman. But this female that you’re looking at, she is The Woman, the only woman. Why is she the only woman? The ad gets you wondering about the subject. The reason of course is because she is wearing French Connection. The second statement is that “She turns lines into curves.” This woman takes a simple element of clothing design, the line, and it turns it into a curve. The shape of her body, the way she moves her body, turns lines into curves.
The second ad I chose was from Carnival the resort cruise ship. When I saw the Adventures and Escapes theme for the topics in advertising this company came right to my mind. I think this company does such a good job at promoting vacation and escaping your normal life to an extravagant sunbathing vacation. This picture embodies what the promotional ideals that Carnival uses, all they do is show you a crystal clear blue ocean with a huge boat and you already know, only Carnival.
Image or Lifestyle goes perfectly with the brand I picked for my third choice, Nike. Whenever you think of Nike you automatically think of a total brand lifestyle. This billboard posted in New York City is the perfect statement that demonstrates the philosophy behind a company like Nike. This simple statement is motivating and powerful.
Bob Isherwood was born and raised in Melbourne, Australia in one of the harsher areas. He dropped out of school when he was 13 and eventually was accepted into The Royal Melbourne Institute of Technology. The head of department named Victor realized Isherwood’s potential and had a lot to do with Isherwood’s acceptance into the university. In playing several dominant and high ranking roles in advertising agencies in Britain and in Australia he came to take the position he is most known for at Saatchi & Saatchi.
“Isherwood tried to push the idea that Saatchi & Saatchi is an ideas agency, not an ad agency. (In 1992 they removed the word "advertising" from the agency's nameplates around the world.) Isherwood is respected for his ability to find and marshal talent, and he has overseen the creative output through a major expansion in the agency's revenue and thousands of awards victories.”
Isherwood spent a total of 22 years advertising agency with 12 of them in the role of Creative Director reinventing the agency to the world and gathering big brand clients around the world and reinventing them too.
“Bob took ultimate responsibility for the communications ideas the company created for some of the world’s major corporations including Procter & Gamble and Toyota.”
Bob Isherwood is important to advertising because he helped the trend of storytelling in advertising become a law that consumers buy into. He helped very well known brands become more than just that, they became ideas that the target market had an emotional connection to. All the time this was happening people took notice at what he was doing for not only his company but for advertising as a whole.
Jerry Della Femina was a “street kid from Brooklyn” at an early age but soon grew into an advertising tycoon. Della Femina was one of the first advertisers to understand that if you deviated from the norm in the advertising industry you could get mounds of attention and so that’s exactly what he did. He constantly took on clients and made iconic themes for their brand, making not only the client very successful but also making a name for himself. By the time he published one of his most notable book, “From Those Wonderful Folks Who Gave You Pearl Harbor” he already was known in the industry. But this publication raised him to celebrity status. “in 1967 I started my own agency and became, as my assistant told me, a publicity slut. I became far better known than I should have been. I was the first advertising person who people could identify with.” http://nymag.com/nymetro/news/people/features/2439/
Jerry Della Femina constantly talks about how the way the advertising world has changed since he was at large in the early 60’s. He says that a normal day would include the scent of cannabis filling the office, three martinis for lunch along with half a bottle of liquor. Sex was a big part of the office in his day; even though it wasn’t widely talked about… it definitely was happening, even during office hours.
“If I were truly dedicated to my research and had consumed three martinis over lunch, I’m pretty sure the room would be spinning… But would life be more fun, more spontaneous, more joyful, more creative in certain crucial ways?” http://www.ft.com/cms/s/2/145766a2-8fb1-11df-8df0-00144feab49a.html
Della Femina owns a restaurant now in New York and has also picked back up a few accounts for advertising such as Newsweek. He says that the industry is a whole new game these days, it’s immature, but he still loves it.
The first ad I chose to do was a French Connection ad, back when the campaign first came out I remember seeing it in the mall. This was the first time I’ve even noticed the French Connection stores since they did their infamous “FCUK” campaign. But this one pulled away from their obscene brand image and created mystery also a campaign that focused more on the clothes and not just a brand statement. This campaign and this particular ad would fall under the Declaration division of advertisements. The ad simply states, “This is the woman. She turns lines into curves.” Each different advertisement that French Connection put out has a declarative statement like this. I read through each of them and in my opinion this one has a real powerful message and says the most while saying not much at all. The beginning says “This is the woman”, the ad isn’t just saying she’s any woman. But this female that you’re looking at, she is The Woman, the only woman. Why is she the only woman? The ad gets you wondering about the subject. The reason of course is because she is wearing French Connection. The second statement is that “She turns lines into curves.” This woman takes a simple element of clothing design, the line, and it turns it into a curve. The shape of her body, the way she moves her body, turns lines into curves.
The second ad I chose was from Carnival the resort cruise ship. When I saw the Adventures and Escapes theme for the topics in advertising this company came right to my mind. I think this company does such a good job at promoting vacation and escaping your normal life to an extravagant sunbathing vacation. This picture embodies what the promotional ideals that Carnival uses, all they do is show you a crystal clear blue ocean with a huge boat and you already know, only Carnival.
Image or Lifestyle goes perfectly with the brand I picked for my third choice, Nike. Whenever you think of Nike you automatically think of a total brand lifestyle. This billboard posted in New York City is the perfect statement that demonstrates the philosophy behind a company like Nike. This simple statement is motivating and powerful.
Bob Isherwood was born and raised in Melbourne, Australia in one of the harsher areas. He dropped out of school when he was 13 and eventually was accepted into The Royal Melbourne Institute of Technology. The head of department named Victor realized Isherwood’s potential and had a lot to do with Isherwood’s acceptance into the university. In playing several dominant and high ranking roles in advertising agencies in Britain and in Australia he came to take the position he is most known for at Saatchi & Saatchi.