Downy Ad Review

Uuuuuuuuuugh. This Downy ad.

Yo, I get it. It's clever, sort of. But it's stuck in between over produced and real. If you're going to show Joe Schmoe on a subway, then show Joe Schmoe is a subway... for REAL. This produced "real" setting and people just pisses me off and actually puts me off. The ONLY way anyone is going to smell you on a subway is if they are smushed up against you during rush hour. THEN you'll want to smell good and impress the lady who has her nostrils already an inch away from your sweatshirt.

American Apparel Ads - Why They Rock

I saw this ad today in a newspaper, in a coffee shop.  It caught my eye, obviously, and made me appreciate American Apparel branding more than ever. This ad just SCREAMS "share me!", which nowadays is more rewarding than spending big bucks for a billboard.

In-Your-Face Ads

Pretty, photoshopped models are not a risk. A sleek car driving down a winding road is not a risk. Sure, if you're just looking to maintain brand recognition then don't worry about taking share-worthy risk —your job is done if someone sees your ad in their peripheral vision and sub-consciously digests it. But, if want to be in someone's shareable conscious, then get real and raw and take some risks.

Shameless Ads

WAIT. If you're going to take a risk, you better get ready to stand by them. American Apparel ads get banned. I LOVE that. Fuck it, let's push the envelope. They don't apologize, they just try again, with the same branding.

They take risks. They are in your face with sex sex sex, but it's all raw, funny, and REALish. You want to join the American Apparel party. Sure, they objectify women, but who doesn't? If you want to break it down, I'd say Dove objectifies women just as much... they are using bodies to sell their product, just a different type. At least American Apparel is transparent about it. But that's getting off topic.

Real

I came across a re-brand exercise for American Apparel on someone's Behance profile. They suggested using the "Wear Your Freedom.", showing some chic in weird positions and yellow tights. They're trying to be inspiring with hosh-posh inspirational wording that's supposed to speak to young people. Like some ad exec was like "yes, let's connect with the free youngens and speak to their freedom!" and then he coughs and eats more of his chicken salad sandwich.

The original branding is so much better because it feels organic and real. Like someone just took the photo and wrote the first relevant thing that came to mind. It's not TRYING to be anything.

Unfiltered

Maybe that's what it is. 

Hyatt House - Messaging to Believe

What I See
Communication goes way beyond copy, but you already knew that. Here, Hyatt is using photos that resemble the look of phone or instagram photos on their website. I love this. It's smart.

Why I Like It
I believe these photos. I don't believe some stock photo of a man smiling because of his free shitty continental breakfast. That stale toast sucks — we both know it.

When we believe what we see, we think it can happen to us. People's perception of what's possible is changing. They don't believe as much because they are being told more.

And because these photos resemble something I create and share on my phone, it makes me want to go to this place that is full of photo-sharing opportunities.

Show and tell consumers something they can believe, while still being aspirational... like these photos.