Ad Watch - May 2007
Hot: Julius Baer print campaign
This is one of the better executed corporate ads I have seen recently. Personification is not a new technique, but the Julius Baer ad attracted me with its tasteful execution. I like the way it uses an interview to invite the reader. From the interviewee's definition of excellence, the reader is introduced to the company. The interviewee represents the company - professional, successful and committed to excellence. The copy is well crafted - headline is inviting and body copy is crisp. The photo is particularly successful in capturing the reader - curiosity in the person featured brings attention to the ad. The art direction conveys professionalism and commitment well. From the photo, you can see Rachel Barrie, an expert in whisky blending, concentrating on her work, suggesting the full attention you will get at Julius Baer. Overall, the tone is consistently executed from the photography, to copy and layout. And the message is clear and easy to understand for all levels.
Not: SilkAir print ad
A good ad delivers a significant promise with surprise. The lack of it results in a lame and uninviting ad, like the "You never forget a SilkAir holiday" ad I saw recently in The Straits Times. The idea is too predictable and overused - what anyone working on a travel-related ad would have thought of without much effort. And with a lack of brand personality and excitement, this one just fails to break through the clutter. Simply replace the logo and name SilkAir from the ad and it still works for another airline or travel agency. And the couple hanging on the cliff yet looking picture-perfect with a calm look and broad smile is too farfetched for me. At best, it is a demonstration of some skillful DI work. In fact, what struck my mind when I first saw the ad was "an unforgettable holiday - how adventure became danger". Overall, the ad has no positive recall value.