Coral DarbyWe’ve been evaluating a multitude of advertisements over the course of the last six weeks and I am honestly happy to say that I am in PR and not branding. Good creativity is not just tricky, it’s a complex art form. The right combination, especially in the world of print, of stellar photography and outstanding copy, is a skill that can make all the difference in the world. The other challenge with print ads is that they are often expensive, especially if you are purchasing a half or a full page. Additionally, to run an effective and impactful campaign, the ads should be inserted with some consistency.
For many organizations, an actual print media campaign is cost-prohibitive. I’m flipping through a 2024 edition of Garden and Gun, and there are not many ads, likely because a full-page insertion averages around 60K. That rate is based on an open rate and is discounted with frequency.
https://gardenandgun.com › 23_GG_Rate-Card_v2
ADVERTISING@GARDENANDGUN.COM. FREQUENCY DISCOUNTS. 4-COLOR. 1X. NET. 3X. NET. 6X. NET. Full Page. $59,948. $58,749. $57,549. ⅔ Page. $44,961. $44,061. $43,163.
My summary of top print advertisements focuses on campaigns backed by enormous organizations.
Land Rover Defender – Passport Ad, 2012
https://www.creativebloq.com/news/land-rover-ad
This ad supporting the new Land Rover Defender was created by the advertising firm, VMLY&R and ran in print publications in 2012. I was hoping to be able to share what publications ran this ad but I am having difficulties surfacing the information. However, as an outdoor adventurer, I can’t help but be drawn to the sense of adventure this graphically pleasing ad evokes. It beckons, pack your bags, jump in a Land Rover and explore, igniting a sense of curiosity and excitement.
Appeal: This ad says to explore and feel alive—there’s transportation out there that has no boundaries and can take the occupants wherever they want to go.
Objective: Promote the premiere off-road vehicle
Target Market: Affluent, adventurous world travelers who want to travel beyond traditional, standard vacations.
Call to Action: Purchase a Land Rover Defender and rally.
Value Proposition: This is the vehicle that delivers adventure.
Burger King – Plant-Based Whopper – ‘Sorry for the Confusion Meat Lovers’ – 2022
The food photographer and stylist at the David Madrid agency are talented because the imagery looks like meat at first glance. Good news for vegans and vegetarians: the patty is made of peppers, beetroot, and radicchio.
From what I am reading, this ad receives high awards for its creativity, and I agree—it’s unique. However, I am confused about the intended audience. In my experience, most committed vegans and vegetarians find the looks of meat repulsive. Does this ad speak to them or to the meat eater who wants more options?
Appeal: The ad is on brand for Burger King and showcases the continuation of their ‘meaty’ products.
Objective: To launch and sell the plant-based Whopper.
Target Market: That’s a good question. My inclination is to say the consumer who wants to eat less red meat.
Call to Action: Give it a try.
Value Proposition: Same great taste, perhaps just healthier.
Absolut Vodka – ‘Kiss of Pride’ – 2017
https://www.huffpost.com/entry/absolut-kiss-with-pride_n_597f9ee6e4b00bb8ff38cf6b
I am in awe of Absolut Vodka’s leadership when, back in 2017, they ran a series of provocative kissing ads highlighting same-sex couples. These ads were generated to commemorate 50 years of same-sex love being decriminalized in the UK. I found this quote inspiring: “I would like the images to reach people outside of that bubble and to start a constructive conversation,” photographer Sam Bradley said of his “Kiss With Pride” series.
Appeal: I am always drawn to companies that leverage their advertising budget to make a statement and use the platform for good.
Objective: To get people thinking about the 72 countries around the world that still prosecute citizens engaged in same-sex relationships.
Target Market: Open-minded citizens who spend discretionary income on spirits.
Call to Action: Speak up, be active, and use your buying power to support companies you believe in.
Value Proposition: Absolut celebrates individuality.
Burger King – ‘Flamed Grilled Since 1954’
Created by the David Miami group, I learned that these ads were developed to showcase the true style of flame-grilled cooking at all BKs. My research also revealed that Bks holds the record for the most restaurants burned since 1954. There were three versions of this ad campaign, and they ran in 2017.
Appeal: Truthfully, I don’t find these ads all that appealing. They seem borderline dangerous and also speak to the potential of overcooked burgers.
Objective: Burger King is trying to authenticate the way it cooks its meat. And yes, open-flame cooking can be dangerous at times.
Target Market: Price-sensitive consumers who frequent fast-food restaurants. I also believe the highlight of firefighters appeals to a broader blue-collar audience.
Call to Action: Get a real burger.
Value Proposition: Real food, cooked right.
Crest – ‘Don’t Roll The Dice Where Your Teeth Are Concerned’
https://www.pinterest.com/pin/dont-roll-the-dice-where-your-teeth-are-concerned–258816309827270214/
This is a very effective ad. The visual tells it all. Don’t gamble on the health of your teeth. Play a safe bet and use toothpaste from a dentist-backed company such as Crest. I am trying to find out what year this ad ran. Although the graphic treatment makes it appear almost vintage-like, I believe the ads surfaced in publications about a decade ago. My one critique of the campaign is the copy. There’s too much of it, especially with the solid graphics and headline.
Appeal: The draw is that there are protective measures you can take to strengthen your teeth. Regular brushing and using Crest can help prevent cavities.
Objective: To get the consumer thinking about Crest as an OTC product to keep teeth clean and healthy.
Target Market: Everyone with buying power.
Call to Action: Buy Crest and save your teeth.
Value Proposition: A dentist-endorsed toothpaste can keep your teeth at their best and save a bit on dentist appointments (fewer cavities).
Coral,
I laughed a little too hard at learning the fun fact about how BK’s burn down at the highest frequency. Interestingly, I ate at BK while on vacation in Spain last year, and their burgers were not flame-broiled. The business model in Spain was a tiny restaurant. You had to place your orders online or use a kiosk to pick them up. There was no seating. The entire process was heavily automated, and I assume most of the food was prepared and heated up to serve rather than raw and fully cooked. Maybe the folks in Spain do not care for the flame-broiled taste of BK burgers.
Land Rover/ Range Rover has always had good advertisements. They draw people into them as they are not known to be the most reliable vehicle given their luxury price point. You can spend less money elsewhere for far more reliable vehicles. Nor do they hold value particularly well. I’ve never owned one, but I can only speak based on what I’ve read or heard from other people who do.
I love it when brands embrace and acknowledge non-traditional couples, especially outside of Pride month, when major corporations seem to become accepting simply for the sake of sales.
Great job on your analysis!
Kindly,
Shawn
Coral,
Your value proposition here is wonderful! I feel that sometimes the value can explain everything if it is pulled from the designs and words enough. Value is usually a clear item and can be identified easily, but the analysis has to be simple. Your analysis is direct and very much appreciated. I find myself often bogged down by the words and unnecessary statements to try outlining the value. The Real Food, Cooked Right value is what I feel Burger King wants and that if someone get’s nothing but that from the ad they have done their job!
Coral,
I likewise included Burger King’s “Flamed Grilled” advertisement and “Confusing Times” campaign in my blog posts. I found both of these advertisements to be very effect and a creative twist to highlighting competitive advantage points and introducing new product offerings respectively. Through my research I also found some noteworthy information about Burger King’s success in effective marketing.
Burger King has an Effie Index rank of third in the Restaurants & Foodservice category with a score of 326. Effie Index ranks represent the most comprehensive global rankings of marketing effectiveness.