Progreso Quick Dry Cement had launched this amusing print advertisement campaign to promote its product that helps making quick constructions. The campaign perceptibly lays focus on the quickness of time within which the cement gets dried up and becomes ready for use in virtually no time. The campaign has used a very entertaining approach to depict how fast the product becomes ready for being used. The advertisement is showing a person making stairs with the product to rescue a girl from a minaret like structure. It interestingly shows the man using the step, which he has just constructed before starting the next one. Another advertisement of the campaign is showing a man constructing a bridge using the product to escape from a living volcano that can erupt any time.
The campaign has perfectly embedded a perfect exaggeration of the basic idea to convey the message across. Advertisements are effectively communicating the product benefit in a humorous manner. However, the basic idea of the campaign cannot be held fresh and original as it has been used by many products in recent times. The campaign is visually quite compelling and engaging, as perfect execution has helped it to communicate its message through visuals. The text of the campaign reads, ‘when you need it now’. The campaign was developed by BBDO, Guatemala.
Via Twenty Four
