This is remarkable a smart and entertaining print advertisement campaign launched to promote Leica binoculars and particularly Ultravid. The campaign aims at establishing that the capability of the binoculars is so strong that one does not even need to the dangerous animals to get a feel of being close to them. The campaign is showing a few infuriated animals and onlookers are seeing it from a close distance and the folded part of the ad is giving impression that the real distance between these two are quite huge but using that binocular has reduced the distance considerably.
Undoubtedly this campaign is impressive in terms of its presentation, idea and execution. The basic approach of the campaign was to keep the idea light and humor which have been perfectly displayed. The copy of the ad reads, ‘Get close. With the Ultravid from Leica.’ The campaign was created by Advico Young & Rubicam, Switzerland.
Via Ads of the World
