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.
A special thanks to my friend, Dominique, who sent me more ads from AT&T in response to my last post. I especially like the Zimbabwe one with the cheetahs and the grass hands – the coral hands in the Jamaica ad are very nice, too.
All these ads display an almost instantly recognizable cultural feature from the destination, while keeping the graphic simple. They also reinforce the clear, concise, and memorable theme that Jorge Lázaro Díaz (www.careerjockey.org) discussed at freelance camp. The more I see from this campaign the more I like it.
What do decorative Koi fish and cell phones have in common?
On the surface not much, that’s what caught my eye about this ad for AT&T. The color language allows the Koi to pop from the background and be instantly recognized. The fish frame the phone nicely as if playfully moving it whilst floating in a blue-green pond. It is only on closer inspection that the viewer realizes that the Koi are in fact painted on a pair of hands and arms – a nice detail and tie-in to the phone’s use as a handheld product. The Japanese imagery with an American phone company help to sell the tagline “Best coverage worldwide.” It is simple yet impact full. I don’t use AT&T as my phone carrier, but their ad did get my attention – well done.