Buzz
While researching a recent article on innovative outdoor advertising, I came across several intriguing examples of ads placed in unexpected locations. These advertisements, designed to grab attention and make brands memorable, are often referred to as 'ambient' or 'guerrilla' marketing. Regardless of the term used, they certainly brought a smile to my face, and I thought I'd share them here.
1. Big Pilot Watches
For me, the best way to know if I like a watch is to try it on. These Big Pilot watches printed on German bus straps could have been a clever strategy to entice me into making a purchase. On the other hand, they might just remind me of how behind schedule I was.
2. Mr. Clean
I've come across a few crosswalk ads, but this one stands out as my favorite. Crosswalk stripes are usually pretty grimy, so spotting a bright, clean line would definitely catch your eye. That was the idea behind Procter & Gamble's campaign, where they polished a single stripe on German crosswalks and adorned it with the Mr. Clean logo. Let's just hope no one got too mesmerized by it and forgot to watch for traffic!
3. School of Visual Arts
As a visual arts school, you want to inspire potential students to tap into their inner artist. Why not remind them that creativity can strike at any moment? New York's School of Visual Arts did just that by encouraging people to jot down their ideas on everyday objects like restaurant napkins, sugar packets, and even toilet paper. A brilliant concept paired with simple design equals successful advertising.
4. Toronto Comedy Film Festival
5. Cancer Patients Aid Association
Imagine you're in a designated smoking area, and you look up to see a ceiling poster depicting a funeral taking place above your grave. Do you think it might make you reconsider your cigarette? These darkly clever reminders, created by Everest Brand Solutions in Mumbai, were designed with that very goal in mind. But if you're truly desperate for a smoke and can't wait until you step outside, a mere poster may not be enough.
6. Purell
This one hits home for me. I'm a bit of a clean freak, and I probably use Purell a dozen times a day. You might think that's overboard, but you haven't met the crowd I hang out with. Anyway, if I were sitting in my doctor's office, flipping through magazines, and saw a sticker on the cover that said, 'Gently sneezed on since October 2002,' I would probably insist on an antibacterial shower right then and there.
7. Iams
Saatchi & Saatchi in Sydney distributed frisbees shaped like barbell weights to promote the idea that dogs can build strength by eating Iams dog food. Just imagine dozens of dogs in a park, happily playing catch with what looks like barbell weights!
8. Human Trafficking Awareness Partnership
You're in the market for a juicy sirloin or rib eye, and suddenly you're taken aback by a naked woman staring at you. This was the intended shock value of an ad campaign by Luxembourg's Mikado Publicis. They placed images of women inside food packaging and strategically placed them in the meat sections of local supermarkets. The message, which read, 'If you pay a prostitute, you're financing human trafficking...' was designed to raise awareness of this serious issue and surely grabbed the attention of shoppers.
9. Spiderman III
This one takes the top spot for the funniest ambient ad, in my opinion. When I walk into a public restroom, I'm usually focused on finding a free urinal and don't tend to look ten feet up the wall. But this Spiderman III ad is so hilarious, it might have actually convinced me to watch the movie in theaters rather than waiting for the DVD. It also demonstrates that in the world of guerrilla advertising, no space is off-limits.
