You can do all those clever things in an ad. You can use subtle messages. You can play pun with the copy. But, when you distort the information on the product and itâs USP, you are wrong, however clever or creative you are. You can say anything about a chocolate, if you believe it, but tell the truth that it is a chocolate.
This campaign for Photolibrary, created by TBWA/Singapore, is clever and arouses our interest. But the campaign stays away from its objective. In the campaign, the copy says that the images are meticulously arranged. But, the results which are shown in those ads are not supportive of this claim.
The campaign includes image results for the keywords parrot, superman and unicorn. The search results are interesting and carry creatively refreshed idea. But, no one will search in Photolibrary if they are to get such messed up images. Earlier we have seen campaign for Getty using the keywords in an interesting way. That one was a bit more reasonable, as it only showed results with the implicit meanings of the given keywords.
Credits:
Advertising Agency: TBWA/Singapore
Creative Director: Ng Pei Pei
Art Director: Ngai Arh Chun
Copywriter: Keith Kwek
Illustrator / Photographer: Photolibrary
Executive Creative Director: Graham Kelly
Via: Ads of the world
