I recently had the pleasure of staying at The Ritz-Carlton Coconut Grove in Miami, Florida. Within the pages of one of the magazines in the room was this ad for The Ritz-Carlton. I love the visual suggestion of a cityscape created out of vintage and retro style product placement. It’s a strong and very masculine visual instantly recognizable as a skyline before your eye is able to deconstruct the image into it’s various parts of bottles, clocks, paperweights, flashlights and all other manner of recognizable and non-descript elements. The imagery is so powerful I kept flipping to the page with the ad just to decipher more of what made up the various forms. This was my favorite ad in the series, but not the only one that included the clever use of forms. Check out more here.
What’s the first thing you think of when you see this billboard? I thought – “huh, that’s weird. I wonder what they mean?” After all, definitions for a “foursome” range from the sexual to the game of golf, but I get the feeling this billboard is not some kinky reference or about leaving your golfing buddies alone and lifeless on the links. Thinking through the various definitions of a foursome and how it could relate to a hospital it finally dawned on me that it might relate to the anatomy of the heart. There are in fact four chambers and four valves within the heart – That’s it! Now I’m tired and my brain hurts; that was a lot of work to understand a witty billboard.
A lot of work it was, but I got it. More importantly, I remembered it. And I have a feeling that’s what BFW, the agency responsible for the campaign, wanted. I remembered not only the billboard, but also the location of the billboard just so I could stop and get a picture of it. It is no small feat to remember a single 14’ x 48’ billboard while on a 220 mile round trip drive filled with …billboards! So I guess that’s a testament to the marketing force behind the idea.
The agency reports on their blog that “The first day these two billboards appeared, they generated 474 hits on the hospital’s website (that’s huge in their market). And, according to our client, they’ve continued to generate more buzz for the hospital than any other billboards in recent years.” I have to admit, it drove me to their website and I live 50 miles south of this billboard. Whoever designed the hospital’s logo go it right, too. The “B” reinforces the name, the heart is self-explanatory, and the style, font and color choice reinforce the healthcare aesthetic. So, I guess, job well done on all accounts. …Now where did I leave that SA Node?
What happens when you release 100 cats into an IKEA for a night?
The final cut:
Is it just me or does Christmas keep getting earlier every year? No, not the actual day, – that’s hasn’t changed much in roughly 1500 years – but the commercialization of Christmas starts earlier every year. Yesterday I noticed a JCPenny decked from mall entrance to parking entrance in winter holiday décor, and a Target that already had their Christmas salutations flying – THE DAY AFTER HALLOWEEN!
Remember when Christmas would not even be thought of until the day after Thanksgiving? Now it’s like our fine pilgrim friends never existed. No more turkey decorations, or pilgrim hats. No cornucopias filled with a bounty of veggies and gourds that no one really eats. For the first time a Hallmark Holiday has actually trumped a Hallmark Holiday. What will we see next year, kids dressed as Santa, elves, and Chanukah Harry for Halloween?
Today I actually saw a tent selling Christmas trees. For those of you in states where the temperature drops below 50˚ F for more than two days a year it might not be that uncommon, but for us in South Florida where at 11 pm in early November it’s still nearly 80˚ with 70%+ humidity. I don’t care if you call them evergreens, those trees aren’t gonna last 2 months.
I miss the days when Christmas was just fun. Now it’s more burden than anything else. I understand that businesses are trying to promote early savings on gift buying in this new economy, but c’mon, with every passing year the holiday season becomes less fun and more like a chore. Marketers, advertisers, and promoters of holiday cheer; I implore you, please give the holiday season its soul back.