Making pun with idioms and phrases is not a new thing in advertising. However, this practice never ceases to entertain us, as it has got an interesting flavor like that of proverbs or riddles. We have seen the print campaign for Mann Public School in which people were presented literally beating around the bush, and bringing a horse to the well. That was intended to make you curious by testing your knowledge in English language.
Here is another interesting print campaign for Sabai, developed by McCann Erickson, Mumbai. these print ads flirt with English idioms with its copy and art-direction. It picturesâ having cold feet, foot in the mouth and two left feet. The ads say that the product can be used for any other foot problems.
In terms of aesthetic value, the ads look great and entertaining. I think that the intention of the client was to make an creatively impressive campaign, rather than making a âdown-to-earthâ impact on the target audience, which encompasses a larger section, both the educated and illiterate.
CREDITS
Advertising Agency: McCann Erickson, Mumbai, India
Executive Creative Director: Ryan Menezes
Art Director: Vinit Sanghvi
Copywriter: Lolita Dâsouza
Illustrator: Mark Gmehling
