The Billboard That Breathes
by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea is to show how the effects of high index air pollution affects the population. The main message of this ad is to show people that air pollution destroys our lungs akin to smoking, so this ad aims to raise awareness about the air quality index (AQI). The ‘lungs’ of the billboard reacts to real-time AQI to provide a stark reminder to the population’s health. The real-time aspect of this ad gives a reality check to the population regarding the current state of air pollution. The ad acts as a wake-up call to the world regarding the current state of air quality and pollution and makes people more health and environmentally conscious.
In my opinion, this a smart ad to highlight the current state of our environment, especially air pollution, as it detrimental to not only the ecosystem, but humans as well. Using real-time really drives the point home as it shows us living in the current reality, where air pollution runs rampant with the constant advancement in technology, making it even harder to curb its spread. Using health as a method to gain the attention is also a excellent tactic as it is one of, if not, the most important aspect humans care about. So, put that visual into consumer’s mind will jolt them enough to care on a much larger scale.
b) Newly created copy for the ad
Headline: This Could Be Your Last Breath.
Body Copy: Air pollution kills you just like smoking does. It does not kill you immediately, but it will slowly. Stop air pollution and make the air cleaner and safer for generations to come. Visit our website for more information or call our hotlines.
Or Just Remember To Have Your Brakes Checked
by Chong Siong Loong Ron
a) Opinion about the ad
The big idea of this advertisement where first they want to remind all drivers to always check the brakes of your car. Second, Skoda Service wants to remember this to its clients with this campaign. This advertisement will constantly remind not only customers from Skoda it will also remind all general drivers to always have the car brake checked. It provides a reminder to the drivers on when did they last check their car brakes. The copy in the advertisement focuses on the safety of all drives and also it provides a reminder to all the drivers to check on their car brakes.
In my opinion, the headline of the advertisement is okay but if they shorten it, it will be better, and maybe if they make the headline more bold or visible from far away it would be better. I find it creative that they use the legs as one of the main key visuals to attract drivers' attention to the advertisement. In my own point of view, at the first glance of this advertisement, I thought Skoda was promoting their brand new car brake systems rather than giving a reminder to all the drivers to constantly check on their car brakes, which is written in their headline which is “Or just remember to have your brakes checked”. But on the other hand, the advertisement promotes drivers to check on their car brakes, at the same time they can promote their brand or service that they provide which is also a good idea.
b) Newly created copy for the ad
Headline: Break checked?
Body Copy: When was the last time you checked on your car brakes? Can't remember?
Call-to-Action: Go to Skoda.my to check check for the nearest service centre now!
Stay Connect at Home
by Liew Kuan Ting (Allen)
a) Opinion about the ad
The idea of the advertisement speaks for itself which was promoting alcohol drinks for the brand, Zedazeni. The advertisement set itself apart by taking the COVID-19 pandemic as consideration and create an interesting graphic to remind the public to stay home during the pandemic period with the “Stay Home” caption which all the population can be related to. The unique selling point about the advertisement was the message behind the advertisement, we crave human interaction during this pandemic and we thought the connection between our relationship with others was lost, on the other hand, the technologies were there to help us to connect easier and faster. That being said, my interpretation of the advertisement was we can social connecting while physical distancing, we do not have to social distancing in the sense that human interaction still can be practice with the help of technologies.
In my opinion, the advertisement was well-executed to promote the product with eye-grabbing visuals to grab the audience’s attention. I like how the advertisement promotes the product in PSA (Public Service Announcement) aspect which evokes the feeling that the brand care about their customer by reminding them to stay home during the pandemic. Even though I like the way of how the advertisement conveys the message but I think it could be improved if the caption was clearer to let the audience understand the behind message of the advertisement, but everybody's interpretation could be different and that was the beauty of advertisement.
b) Newly created copy for the ad
Headline: Stay Home
Body Copy: Social Connecting while Physical Distancing
Call-to-Action: Visit the website to order our drinks now!
Grow Stronger Crops, today.
by Lim Shan May
Source: Bureau Loos, 2020
a) Opinion about the ad
The message given from this advertisement is to promote Agroleaf Power’s foliar fertilizer. This product helps to grow stronger and healthier crops. The unique selling point of this advertisement is that the function of the fertilizer which makes the crops stronger, is portrayed as the body abs. Next, a leaf texture is displaced on the body abs to enhance the message of growing strong crops. The unique strong graphic are used to emphasize the function of the ICT’s foliar fertilizer. Agroleaf Power is used for stimulating crop stages and boosting productivity. It helps customers to grow healthier, stronger and longer-lasting plants.
In my opinion, the advertisement is very creative as the overall design is curated nicely to deliver the product benefit. Furthermore, the headline also portrayed the message well by linking it to the image of the advertisement, and also stating the main function of the fertiliser. It is certainly eye-catching at first sight and it could generate more engagement to audiences. However, there is a lacking in body text. Consumers can’t get more information from the headline itself so it would be slightly inconvenient for them. They will need to research themselves for further knowledge of the brand and product. The extra functions of the fertilizer are not stately clearly hence the brand knowledge is not strong enough for customers.
b) Newly created copy for the ad
Headline: Your crops need workout too.
Body Copy: How is our Agroleaf Power different from other foliar products? It makes your crops stronger due to its speedy uptake and purity of minerals. Most importantly, it gives immediate effect and is entirely safe to use!
Call-to-Action: Visit our website or contact us to find out more!
Don’t Attack the Planet
by Tan Jessy
a) Opinion about the ad
The big idea of the advertisement is to bring up the public’s awareness on environmental awareness. The message of this ad shows the public that using non-compostable products is equal to the effects that dynamite, that it destroys anything it comes to contact. Which leads the destruction of the planet due to pollution, which leads to the end of the world. The image used in the poster includes some non-compostable products such as aluminium can, straws and tape that are arranged into a figure of a dynamite. The ad reminds customers to rethink their choices on the materials used when they are purchasing goods. The advertisement is clear and simple which conveys their message to customers directly.
In my opinion, the visual representation where they used aluminium cans, tape and straws to create the figure of a dynamite that symbolizes the destructive effects that non-compostable products share with dynamite is very creative. The choice of using black background makes the main visuals stand out, which catches the attention of customers. It also creates like an emotional feeling of despair when customers do not use compostable products there will be a dark future or no future. The inclusion of the hand holding the cans suggests that people could be conscious or unconscious about the actions that they are carrying out and it is their decision whether we have a future.
b) Newly created copy for the ad
Headline: Don’t Destroy our Planet
Body Copy: Save our planet before there is no future.
Call-to-Action: Stop using non-compostable products.
Another Way to Present Audi Winter Tyres
by Yang Chee Kent
a) Opinion about the ad
The big idea of this advertisement is to promote one of the Audi products – the winter tyres. This product is useful during winter and rainy season as the tyres’ grip is designed to overcome the situations caused by the weather such as slippery roads. The unique selling point is the function of the tyres. This advertisement applies the texture of the tyres’ grip onto a pair of rain boots to emphasise on the functionality of the product as the rain boots have the similar function as the Audi’s tyres. The copy in the advertisement focuses on the benefits of the products such as better handling and shorten stopping distance.
In my opinion, the headline of the advertisement is not strong enough to deliver a clear understanding to the product that the brand is promoting. It is creative to use other key element (in this case, the rain boots) to deliver the same meaning as the product, however, the headline should be more clear on relating the product to the key element. The body copy of the advertisement is well written, promoting the benefit of the product. The copy helps to convince the audience to buy the product during winter season as it precisely mentions “early September when the temperature reaches below 7 degree Celsius”. The call-to-action copy is direct and clear, however it can be providing more contact information to the audience.
b) Newly created copy for the ad
Headline: Just like the rainy boots.
Body Copy: Audi winter tyres work in all conditions. Whether it is a sunny day, a rainy season, or there is snow on the roads, the significant increase in grip will always do well to keep you safe. The time of the year has come, it is time to change.
Call-to-Action: Visit our website to find out more.
Reference List / Picture Credit
- Think Happy Everyday (2020), image from https://www.adsoftheworld.com/media/outdoor/jhatkaa_the_billboard_that_breathes
- Dentsu (2020), image from https://www.adsoftheworld.com/media/print/skoda_brakes_check
- Bene Creative (2020), image from https://www.adsoftheworld.com/media/print/zedazeni_stay_home
- Bureau Loos (2020), image from https://www.adsoftheworld.com/media/print/icl_agroleaf_power_grow_stronger_crops
- Lobo (2020), image from https://www.adsoftheworld.com/media/print/green_soul_dont_attack_the_planet
- Bartle Bogle Hegarty (2012), image from https://www.adsoftheworld.com/media/print/audi_winter_tyres_0
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