While print ads may be aging as a medium more rapidly than I care to admit, I would still contend that to a large degree social media advertising is the new print. Most paid social media advertising, as printed ads in magazines are, is nothing more than an interruption for people. The key is to grab someone visually, engage them in the moment and leave them something to remember. In other words: Art and Copy. It’s as old as advertising. Below are some of my favorites.
ROYAL CARIBBEAN
As my friend and writer of this campaign, John Simpson wrote at the time, “The world can not be compressed into a downloadable file. If you really want to see it, you just have to get out there.”
This tryptich of banners were used within the advertising print but were also hung as fabric banners in departure terminals and used as the covers of travel brochures.
PERGO FLOORS
Pergo asked for a campaign that showed your average American home owner that the brand’s beautiful floors weren’t some high-falutin’ decorative nonsense, but instead floors that can be used and yes, a little abused on a daily basis. So we set out to capture relatable images of the trials and tribulations one may expect their floors to endure. We selected photographer, Zach Scott to bring a Norman Rockwell-esque quality to our images. Who better to lean into as an influence than the artist who so faithfully captured the spirit and stories of daily American life?
Special shout out to Charisse Kenion on Unsplash for the wonderful shot I used as the section image on my home page.
Here it is again if you missed it:
