Ricky Martin is a guy. So what? Even mascara can be sold with the latest hot news.
Good advertising, and bad advertising always show how to make a sensible/insensible connection to the remote subjects, that do not have no connection (or it seems) with the product. This print campaign for Cover girl mascara makes us wonder so by making connections with remote possible subjects to the product.
The first ad, named bold, features an eye along with icons like bold and italics that are normally seen on a word file. So, cover girl actually clicked the bold. The concept is simple, and it attracts our attention. But, this can not be said as a sparkling new one, advertising is not new to the pun using internet and internet icons.
The second one, titled hook, indeed invites our appreciation. It needs some kind of creative imagination to visualize this concept. However, this ad gives a slight hint that using mascara is a painful process.
CREDITS
Advertising Agency: Grey, Argentina
Executive Creative Directors: Pablo Gil, Sebastián Garin
Creative Director: Daniel Fierro
Head of Art: Cecilia Ognio
Art Director: Martin Bekerman
Copywriters: Leonel Fernandez, Augusto Herreros Casañe
Photographer: Machado-Cicala
