To add another layer of consumer participation, the ad was linked to an online game that offered a chance to find more hidden objects in the image. Once you find the naked woman (at the top of the lower right cube), she can’t be missed, says Zach Watkins, associate creative director at Brand Architecture. Others simply see the need for more Chivas”-three ice cubes sit in the remains of a scotch on the rocks. The last thing you want to do is create wallpaper for the Super Bowl of print ads.”īelow the headline-“Some see a naked woman in the ice cubes. “We were just hoping people would pay attention. “We wanted to do something cool and unique, and we didn’t want it to get in the way of the product,” says James Gallo, business director of the Americas for Brand Architecture International in New York, a subsidiary of TBWA Worldwide. In a magazine full of beautiful women in barely there bikinis, what better way to entice the male target than to invite readers to find a naked woman in a glass of scotch? When considering creative concepts for Chivas Regal’s ad on the back cover of Sports Illustrated’s 2003 swimsuit issue, Brand Architecture International played with one of the greatest urban legends in advertising: subliminal messaging.
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