Airoma Air Freshener has launched this print advertisement campaign to promote its multi purpose air freshener. The campaign seeks to establish the powerful and efficient quality of the freshener by using a light approach. However, the campaign is apparently turned to be a bit complex due to inappropriate use and presentation of the copy. The advertisements are showing smell prone areas of a house, and the indicative of copy about quality of the product has been presented in a way that it becomes hard to read the message. The excessive use of copy and complex calligraphy sometimes adversely affect advertisement campaign.
As a matter of fact, the basic idea was to portray that the air freshener throws a blanket cover for the people who are responsible for the smell. The copy of the first ad reads, ‘I’m not saying he was in there and I’m not saying that he wasn’t. All I’m saying is that you can’t prove can you? Now get. Airoma Air Freshener covers for you.’
The copy of the second ad, ‘Look the stove is damned heavy. So if there’s a dead rat behind it, it’s staying there. If there was a dead rat, which there isn’t. Airoma Air Freshener covers for you.’
The copy of the third ad reads, ‘96% of Vietnamese teenagers have their first cigarette at age 17. Your Rosie is 16 and she’s not even Asian, which makes it impossible that she’s been smoking in here. The defense rests. Airoma Air Freshener covers for you.’ The campaign is developed by TBWA-Hunt- Lascaris, South Africa.
Via Ads of the World
