More than a thousand words
When it comes to global advertising, imagery is everything.
Advertising has always evolved ever since its inception. One of the most significant shifts happened in the 1960’s when advertisers discovered the power of creating desire instead of carefully presenting the features of a product. Prior to that, to catch the attention (of mostly male buyers), ads were lengthy and factual.
In today’s fast paced world of the internet, where people’s attention span is for less than 140 characters, advertisers focus more on image creativity to convey a message quickly without language and cultural barriers.
With amazing creative agency talent, some global brands are doing exceptional work, making eye-catching, inspirational ads that convey a message without or only few words.
Heinz ads from 2020 and 1950’s.
Notice the length of copy as well as the appeal & simplicity of the image. What a difference 70 years make.
In 2020, during the global pandemic of COVID19, this is what FedEx did in Latin America. DDB Brazil used continental maps on buildings to create an ad that gets the message and a package across without a word.
BBDO Spain placed extinct animals in an auto mechanic garage for World Wildlife Fund’s message: “Extinction can’t be fixed.” They used aerial view for a unique perspective.
Another ad from World Wildlife Federation with a simple request: “Give A Hand to Wildlife”
By overdramatizing the small size and fitting into any environment, this project by CSU Long Beach conveys the message of environmentally conscience utility of the Mini Cooper.
Colgate’s creative agency worked with the problem instead of the solution. Young & Rubicam replaced white teeth with the teeth-staining substances like cigarettes, coffee beans, tea bags, catching attention in an entirely different way.
Another Colgate ad for dental floss that communicates the message across all cultures and languages without a word.
This Keloptic ad gets the purpose of the product across by inferring knowledge in art and exaggeration.
Barilla used this ad around the new year holidays by using spaghetti in the shape of a fireworks.
The Swiss Chapter of S.O.S. Racisme conveys a message with an image that shows cutting the sides of the swastika. Switzerland free of racism.
According to a CBS news article, in 2006 an average American was being exposed to 5000 ads a day, compared to 500 in 1970’s.
Today, with the internet and devices that provide platforms and mediums for diverse content delivery, the number of our daily ad exposure has undoubtably increased. That means most advertising campaigns are specifically being designed to appeal not only local but a global audience quickly and effortlessly.
