Snickers has a very humorous brand image and isn't afraid to push the boundaries a little. This ad is effective because it reinforces the campaign message "You aren't you when your hungry" with a slight twist. By focusing purposefully on misspelling, the ad is jarring, creating a reversal type effect. The viewer knows what words should be used in the ads and can still infer the meaning. The ad also focuses strongly on balance- with a straight down the center composition, sans serif typeface, with slightly opacity texture on the background.
Skittles is another humorous brand that isn't afraid to push boundaries. This one is slightly more "simplistic" in its message and contents but still effective. It is a two-fer ad that is focused on a balanced composition- down the center (with two vertical rectangle shapes) encircled by two sans serif headers. The color is relatively even- smooth blues and brown neutrals with the accent red directing the viewers eye to the Skittles bag (the gun blast also helps direct).
This ad differs from other photo-realistic ads due to its illustrative qualities (which could be a direct choice to resonate with Ovaltine's younger target audience). This ad is part of Ovaltine's campaign "Sucks to be Short" and they show several scenarios where shorter people are at a disadvantage. This particular ad shows a shorter person failing to reach their air mask on a plane during an emergency situation. The ad relied strongly on visual metaphor and the campaign message is relayed to the viewer- drink Ovaltine and you will receive the necessary nutrients to be big and strong. The ad uses simple colors as well- soft blues, yellows, and other neutrals but no strong accent colors. The composition puts the "main character" in the center and doesn't use rule of thirds, but a case can be made about leading lines that take the eye around the image. The ad also uses a decorative typeface for their message, also supporting the child-like atmosphere they are creating. Overall, I think this is a very effective ad for a younger target audience.
I must have a thing for humorous candy brands, because once again, Twix is not afraid to use humor to get their message across. This ad would be an example of a reversal- using the childish game of Hangman to rely the message of a "single" Twix bar that is ready to be taken. The ad uses a center balanced composition, with a hand drawn typeface header, and uses neutral tones to compliment the candy bar (I don't remember seeing a Twix ad use bright colors and I think that would be extremely odd). The Twix campaign is based off of making the consumer choose between Left Twix or Right Twix (but really its the same delicious cookie). While I don't think that this ad portrays that specific message exactly, I do think it is effective due to the fact that it is engaging the viewer with the idea that the candy can be eaten.
M&M's is a classic brand, creating and using adorable and insightful candy coated ambassadors. I'm not sure which campaign this ad was directly a part of, but from the message I am gleaning that it is promoting M&Ms rigorous standards in quality and tasty ingredients. From reading the eye catching serif header and then the subheader, I think the ad copy explains the concept well without over burdening the viewer with extraneous facts. The ad itself arranges its type in a grid format and employs the Rule of Thirds (eyes of Yellow Candy- does this guy have a name?- and header). The color is monotone, using different shades of yellow to compliment each other and not distract the viewers eye.
Skittles is a brand that prides themselves on having a fun image- this certianly comes off in their ads and commercials. In this particular ad, they are promoting a new chocolate flavored candy and using various design elements to pull it off. The composition uses repetition (the pattern of lockers in the background), negative space and a cream color background (subtle and neutral), and then bold color (red as an accent) to draw the viewer's eye to the matador. The ad is also using humor and a metaphor, alerting the consumer that it's "ok to try new things" like a matador trying to tame a chicken rather than a raging bull. The font that the header is in is also the typical Skittles sans serif white typeface.
This ad is relatively simple for Hershey's, but it is an international ad for Hershey's Ice Cream in the Philippines (do they even have ice cream?). The designer is using several elements to tie this composition together. First, a dark background color with a gradient spot is used to enhance the negative space around the ice cream cone, drawing the viewer's eye to the single shape in the center. Since the flavor of the ice cream should taste like the chocolate treat, the designer uses a kiss as an ice cream scoop, emphasizing the idea of shape looking like another thing. The composition also ignores the Rule of Thirds, as the object is placed in the center of the ad and not near the power corners. As far as ads go, I don't really see this having a huge impact for the product launch. I believe that showing the ad with people enjoying the chocolate treat would be more beneficial and reinforce the idea of taste.
This ad differs than all others purely in the sense that it is an illustration rather than a high definition photo composition, which could be a direct choice to resonate with Ovaltine's younger target audience. The ad is relatively simple in its message, showing a kid standing in a puddle while another is submerged in water. The composition strongly relies on visual metaphor (being too short from not good supply of nutrients- drink Ovaltine and you will get the minerals you need). The composition Ignores rule of thirds again by placing the main subjects directly in the center while using subtle, neutral colors for the background and bold accent colors (yellow/red/blue- primary colors) to call out the main subjects. The ad also uses a decorative typeface for their message, also supporting the child-like atmosphere they are creating. Overall, I think this is a very effective ad for a younger target audience.
This ad is a strong example of a humor/testimonial type ad. The message is clear- a security guard fails to do his job in an art museum and some paintings are vandalized because he was distracted by eating a Milky Way. The composition uses balance (three paintings in the frame, the largest in the center as a focal point), repetition (four total squares if one counts the header box), and color as its main design elements (pink catches the consumer's attention that vandalism took place while complementary colors red and green support the message). The ad also uses sans serif font which hierarchical type placement. Overall, this ad is funny and well crafted, easily supporting the message.
(Side note: Milky Way's campaign of "Sorry I was eating a Milky Way" (candy "distracts" because so delicious) directly contrasts against the Snicker's "Your not yourself when your hungry" (consumer needs candy to feel like themselves) which are two brands directly owned by Mars Brands.)
Oh Mars bar. This ad is more of a straight photograph than an overdesigned composition, relying heavily on two people in a bed and a sharp header. The main element being used is a visual metaphor- the male is eating a toe (or possibly something else...) and reminiscing about the wonderful taste of a Mars Bar while a female lays next to him while a smile on her face. This ad was international (Germany) so its not surprising that they can be a little bit more risky with the message. The ad once again uses neutral colors, relying on the Mars Bar packaging to be an accent piece in the composition and uses the Rule of Thirds (male hand and female head are on power points) to enforce stability. The header uses a black sans serif font, slightly cocked up a few degrees. Overall, I don't think this ad is completely successful. It relies too heavily on the sex message and not enough about what makes the Mars Bar taste good (what's inside it? how does it differ from other candy bars? where is the candy in this picture- all I see is wrapping?).
This text based ad launched in conjunction with the 2015 Superbowl (New England Patriots vs. Seattle Seahawks). The ad makes use of color and contrast (using a dark font on a light background) while using an all caps, sans serif, slab font. There is no header or subheader, and the all the type functions as body text.
This text based ad is promoting the Mars Candy bar. I find this ad confusing and not very effective because I don't know how the phrase "1 New message" is supposed to relate to a Mars bar (which is similar to a 3 Musketeers bar). This ad uses a sans serif, italicized, slab typeface in a bold red color. The main phrase "1 new message" is treated as the most important text in the hierarchy (as a header) while the sub header catch phrase is listed by the logo. To help distinguish the sub header, it is shown in a different color and regular (not italicized).
This text based ad utilizes a script, serif font. The main text is the first thing that you see on the page, due to its size and the contrast that it has against the background. The wording that the ad is using is also very complimentary to the product itself (dark chocolate) as it is appealing to the sensual and delicious senses.
This interesting ad (from the recent Left Twix vs Right Twix campaign) uses a sans serif, slab font in contrasting colors. The first thing the viewer notices is the header and the variation of the popular colloquial way to pronounce the word caramel. The font is stylized to appear "ballooned" and has spots to help visual interest. The Twix pieces also help the balance of the ad by using leading lines to direct the viewers eyes directly to the header text.
This colorful ad uses a strong decorative , sans serif font to feature Tropical Starburst. The text itself appears in a droplet that descends from the Starburst package (subliminal messaging to Starburst being juicy) and is formed in a body text pattern. There is subtle size differences between the lines of text, attributing to the flow down the ad, but there's not enough to distinguish a clear header or sub header. In fact, the size differences seem to highlight irrelevant words in the body text (THE LOUD, WILL BRING) and appears to be only used for placement convenience instead of the more descriptive (TROPICAL, TASTE WILL)
This week's assignment is to locate 5 successful examples of design from brands that are similar to Nesquik.
This ad is effective in several ways: it has repetition and movement elements due to the chocolate squares repeating themselves and flowing to spell out the company name "Hershey's". It also has the concept of unity because as a whole, the graphic reminds consumers of a chocolate bar and also of the single, breakaway pieces.
Reese's is a brand that is based on color, contrast, and balance. Their color scheme of oranges and yellows really draws the consumer's eyes in and their catchy and relevant sayings make people interact. These social media ads are very balanced (effectively using negative space well while still showing off the product).
This still is from McDonald's Social media page, showing a small Vine or GIF of a hand dunking McNuggets into various sauces. There is only 5 seconds or so of footage, but when looped together, it creates an effect of movement, repetition, proximity, and tastiness (not technically a design term, but now I really want McNuggets after seeing this ad). By having the hand appear in various corners and edges (left, right, middle, across the page etc), it catches the consumer's eye.
Snicker's is a very cool brand. They purposefully gear their advertising to be relevant to their target audience and to create a humorous brand image. This featured ad goes along with their campaign "You're not you when you're hungry" and encourages consumers to eat Snickers and fix their hunger. This ad makes good use of negative space as it is text heavy and only has an image of the Snicker's bar. It also uses movement, leading the viewers eye down the page and ending on the product. Plus, it is very funny as the line being quoted is a direct misquote from one of the most well known lines in cinema.
This ad is very different from what Skittles normally does, but it does still belong to their overall brand image. This ad is largely focused on color and unity as the strawberry is being composed entirely of strawberry flavored skittles.