AdvertPortfolio

Regent’s University, London

Casey Milstead

This campaign is an odd one, but is really smart. It has issues in copy though. The idea of this

campaign is that everyone has something they are looking for in a home that makes them

happy, even the little things, and rightmove will help you find that happy. I think this hits home

(pun?) with a broad range of people using the copy on many different ads to target a different

narrow audience. The left one, “feet on the property ladder” may not resonate with a young

audience as they probably won’t perform any extensive work on the home, where as the middle

one could resonate with all of London’s residents.

Creative execution-wise they are very confusing. After thinking about it my only thought about

the white shapes is that they are also objects that make people happy (nature, outdoors,

balloons are always fun). The center justified text could also have been executed in a different

way to be easier to read.

Advertiser: Rightmove

Location: Underground Station

Agency: Homebrew

Strategy: What happy looks like

Vodaphone created this business to business advert to sell their cloud-based communications

services. In the ad they create a connection with their logo by using a spiraling staircase and

they reinforce their red coloring. The photo looks to be a generic stock photo, but the copy is

what they are focused on. They give an testimony of how successful the service was for another

company.

I’m not sure how effective this ad could be, but it surely isn’t meant to be a creative expression. I

like the headline “Power to the visionaries”, it reinforces the tagline and it shows that Vodaphone

gives the power needed to push your business above the rest. Speed is time and time is money.

Ironically, you have to wait at this station for a train, so you have time to read the long-ish copy.

Advertiser: Vodaphone

Location: Slough National Rail Station

Agency: Inhouse

Strategy: Powerful

Target Audience: Business to Business

First looking at this ad I saw the headline and then looked at the copy at the bottom, “The Future

of Auctioneering”. I realized it was an art auction company but could not understand how it

related it to the future of auctioneering, even after looking it up. The advert is designed well and

perhaps to the target audience it would make more sense, especially if they are already familiar

with the company. It is definitely specifically targeted but does let the viewer know what they are

auctioning off.

Advertiser: Bonhams

Location: Underground Platform

Agency: N/A

Strategy: Artistic

Target Audience: Higher Class, Cultured

Around the city, the London Underground has many announcements and adverts that promotes

changes they are making to the system. This one is able to kill three birds with one stone. Taking

on its own personality throught the sketched styling, this campaign brings awareness to the

passengers of issues on the Tube. This one is particularly about the waste from the Evening

Standard causing delays by flying into doors and onto tracks. They also bring awareness to

staying hydrated and as always, to mind the gap. The styling in my eyes aims it at a younger

audience, perhaps tourists (from the London shirt, but that could just be to reference the

location). The size and placement makes it apparent. I think this is a successful campaign.

Advertiser: Transport for London

Location: Underground Platform

Agency: TFL Corporate Design/Inhouse

Strategy: Public Service Announcement

Target Audience: Passengers that read on the Tube

Jack Daniels has added a flavor to an already popular whiskey positioning it towards the working

white- and blue-collar men as a drink that are looking for a casual liquor to drink. This copy-

driven advert creates a connection to the bee keepers uniform and to the natual ingredients

used. It is clever and gives a laugh after a long day at work waiting for the train. What I really

enjoy is the micro-copy at the bottom that says “Fly Straight. Drink Responsibly” to relate it to

the bees that created the honey. The creative uses the trend of steel black, wood, and serif type

to connect to men like many brands have before. The type is also hierarchical and allows the

viewer to stop at the headline and still get the ad. I think it’s successful in creating a connection

to the workforce in front of and behind the advert and product.

Advertiser: Jack Daniels

Location: Underground Platform

Agency: N/A

Strategy: Casual

Target Audience: Middle Class, Working Men

This advert was clearly not created by a creative agency as it lacks art direction and frankly is

just plain ugly. It does help show the specific products and their packaging they offer during

the different stages of pregnancy. They state they are the most trusted and show the different

entities that support them, however the different logos muddles up the brand and confuses the

viewer on who is actually advertising. The Pregnacare and Vitabiotics logos are separate and

does not establish which is the brand vs. the product and should be locked up. It achieves its

goal of selling itself as a trustworthy brand, but the creative execution should be thrown out the

window.

Advertiser: Vitabiotics

Location: Underground Train

Agency: N/A

Strategy: Trust

Target Audience: Soon-to-be Mothers

Around the city, the London Underground has many announcements and adverts that

promotes changes they are making to the system. This is one of them that I think has the best

use of modifying the iconic logo. Here, they have changed the bar to a ramp to help serve the

accessible population. They coin it as “step-free travel”, a different choice of words than would

be used in the U.S. I think London Underground is very successful in making visual connections

to the brand and helps build trust in what they are doing.

Advertiser: Transport for London

Location: Underground Platform

Agency: TFL Corporate Design/Inhouse

Strategy: Accessible

Target Audience: Passengers with Disabilities

This client is the lead registrar for the .london domain and is sly-ly advertising their registration

service through an unbranded landing page on the the .london domain. They use the top-level

domain to brand the advertisement and a photo of the city itself to bring ownership to it. I like

the headline and I think it is successful in making it feel exclusive. They also position it as a way

to make your business known that it is from London. These new domains are interesting as

they can also create confusion since they could just look like an incomplete sentence as used

in the bottom copy. The white background behind it makes it a call-to-action but it also seems

necessary to point out that it is not part of the sentence. .co.uk or .com has been engrained as

the ending of a domain.

Advertiser: Minds + Machines

Location: Underground Platform

Agency: N/A

Strategy: Local

Target Audience: Business Owners

This advert has a powerful headline that automatically positions the company. Instead of asking

for donations that may or may not go towards the cause, they are building a force of women

that will help conquer cancer by joining the race. The visual helps support the diversity of

women that can join the race - wacky, older, dirty, anybody is accepted. I think this advert would

be very successful. It is in a great location for getting a lot of traffic. The visual flows and aids the

eye to the call to action in the bottom left.

Advertiser: Cancer Reasearch UK

Location: Underground Platform

Agency: N/A

Strategy: Empowerment

Target Audience: Women of all ages, any creed

This ad first strikes me with the headline, “a more moving view”, and the photo of the attractions

experience with Big Ben in the background. It creates an emotional tone that makes the London

Eye seem like an experience that can’t be matched. The headline also has a double meaning,

besides emotional, the Eye literally is moving giving you “breathtaking views of London”. Located

in Blackfriars station I think this ad is successful in targeting its audience and has a striking visual

and copy that invites the viewer to the London Eye.

Advertiser: London Eye

Location: Underground Platform

Agency: N/A

Strategy: Emotion

Target Audience: Tourists

TSB has created a campaign that attempts to create a happy connection with the countries

diverse population. Instead of using generic stock photos of families, they use watercolor

paintings of families with a unique style. In conjuction with the blue color of their branding

they create an inviting feeling to watch videos they have launched to reveal the truth on what

TSB does with their money, essentially how banking works. I think they have made a beautiful

campaign, but I don’t think it would be very successful in getting viewers to go to the page. It’s

located in a fast paced location where people don’t have access to Internet which this ad heavily

relies on.

Advertiser: TSB

Location: Underground Platform

Agency: N/A

Strategy: Artistic

Target Audience: Everyday Citizens

London Pride is a beer that has its roots in London and has a personality around that. This is a

campaign of story telling and in this ad it tells the story of its Wysteria. It uses a catchy headline

that rhymes. Although the copy is somewhat long, it is very satisfying in the end. It’s just a little

bit of London history and how the beer has rooted itself into it. It also displays a charity that

the company has done building trust in their brand. Creatively it is very simple and makes the

story the forefront. I think it’s successful in its strategy and storytelling. It has added a little more

richness and taste to my perception of the brand. I have tried London Pride before, and this

advert has pushed me to probably choosing it the next time I’m out.

Advertiser: London Pride

Location: Evening Standard

Agency: The Corner

Strategy: Connected with London

Target Audience: -

The National Lottery is the only lottey that I have seen in the London area. As a result it isn’t

competing. This advert was displayed during the World Cup and made me think they were using

an actual game to create a connection, but it is really just list two locations and saying that if you

win the jackpot you won’t have to choose where you could go, you could go to both. Since it is

in the Evening Standard it is able to give current information that wouldn’t be able to work in

a medium that doesn’t change like the current lottery winnings and the cycling ticket deadline.

Creatively this advert isn’t new. It’s using a stock photo with a guy happy about traveling? But

eitherway, it isn’t competiting and is able to give information about the current lottery standings

so it is successful in that aspect.

Advertiser: National Lottery

Location: Evening Standard

Agency: Inhouse

Strategy: Travel

Target Audience: -

This advert is one that would require the knowledge of British culture to understand. I perceived

the headline as a connection to “free-range chicken” as a joke, but as I researched the agency,

“free-range children” is actually a method of parenting that is more hands off. Eitherway,

it’s giving a visual of letting kids enjoy nature. In the U.S. that is something that is becoming

cherished as more kids are driven indoors. This advert isn’t centrally located in the newspaper,

so it could easily be missed. Being in the city, this advery could be very successful if pushed to

other media.

Advertiser: Camping in the Forest

Location: Evening Standard

Agency: N/A

Strategy: Natural State

Target Audience: Families

This advert caught my eye as it wasn’t just a standard rectangle. It broke out of the boundaries

and allowed the surround type to form around it. The advert itself is mesmerising, what The

Times has described the book. A bookstore has used the book to also advertise itself as a

primary seller of the book bringing in more business for the store. It uses a quote from a

recognized newspaper to set the tone and rating for the book. This advert is mostly a creative

experiment of breaking away from the standard space, not a strategic message to send.

Advertiser: Waterstones

Location: Evening Standard

Agency: N/A

Strategy: Mesmerising

Target Audience: Cultured Readers, Interested in Politics

This advert is targeted its audience and placed it in the right niche newspaper. The ad isn’t very

strategic, and the visual doesn’t quite match with the copy. It shows a “global trader” traveling,

but in a scenic area that isn’t related to trading. The advert explains the benefits of the service

and is at the very least cleanly designed, but isn’t successful in strategic execution.

Advertiser: CityIndex

Location: The Economist

Agency: N/A

Strategy: Artistic

Target Audience: Higher Class, Cultured

Around town I have noticed signs having sales and special merchandising sections for “festival

season”. This advert appears to be working in hand with that season. They offer their services

to rent a car instead of attempting to attend music festivals and carrying all of your stuff on the

train. The main stage, the fun is calling you and Budget is making it easier to get there so you

don’t have to worry. The visual shows a couple with tents in the distance, which I think clearly

draws in the target audience. I think this is pretty successful, it doesn’t need to be more than it

is. If you need a car, then Budget will get you there cheaper and easier.

Advertiser: Budget

Location: Evening Standard

Agency: N/A

Strategy: Have fun easily

Target Audience: Young Adults, 18-30

It seems that it took til Paris to find a creatively strategic ad. Here they are visually selling the

wheel brakes that it describes on the left. It has three features it is trying to sell - Strength,

Wheel Brakes, and they’re French. With a suitcase standing on another she is bravely trusting

the brakes to hold her. She appears to be a local leaving Paris. She has a dog and she is kissing a

man that is inside a building. The dog is really weird though, I don’t see how it’s necessary. I think

this ad is very successful though. The visual is striking and would definitely make me trust this

brand of suitcases.

Advertiser: Delsey

Location: Outdoor Board on Lafaye at Intersection of

Rue La Fayette and Bd Haussman

Agency: MossWarner

Strategy: Wheel Brakes

Target Audience: Travelers from Paris

While visiting Paris these adverts were all over the place. The campaign consisted of different

adverts like this but different “animals”. The copy was very difficult to translate which shows that

not everything can be translated and understood. The copy on the blue background says “Drink

Orangina”. The copy is where the translation has an issue. Restez translates to stay, but vivão

does not have an English translation. After deeply searching the web, I found another ad that

relaced vivão with vivant which means “living”. So the top could roughly be translated to “Stay

Alive”. The spokescharacters are very creepy, and are actually personified in their television ads.

I really can’t say how successful this ad is but it just doesn’t make that much sense, and is really

weird..

Advertiser: Oranginão

Location: Gare du Nord Train Station, Paris

Agency: Fred & Farid

Strategy: Live

Target Audience: Young Adults, 18-30

In class, one point made in a presentation was that packaging also advertises itself, and in

London where ads are scarce the packaging needs to sell itself on the shelves. This bottle of

soap puts its natural ingredients as the forefront. It uses the color to sell it as mint, and really

it worked on me because I bought it. I love the simplicity and beauty of the packaging, and the

unique shape of it. It really stands out against the plain soap packaging around it. The feel of the

packaging is as natural as they advertise the product to be. I think it is successful, and I love the

product as well.

Advertiser: Original Source

Location: Packaging, Boots, Bottom Shelf

Agency: Alloy

Strategy: Made of Nature

Target Audience: Young Adults, 18-30