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Guerrilla: English: "True Beauty is not measured in kg" - I appreciate this emotional appeal. Dove does a good job with their real beauty campaign of getting to multiple sides of the way people look at beauty and the unrealistic beauty standards that people use.

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Guerrilla: When doing research to come up with a guerrilla tactic for our GAP revival campaign, I cam across this ad. It is similar to the idea one of my group members. Especially in the time of COVID, people have been less likely to go into a store, so this gives them a way to try on clothes without really trying them on and see what it looks like to dress fashionably like an influencer.

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Guerrilla: This one made me giggle. It's a clever use of copy, because its a jab at DHL's competitors without having to say their names.

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Guerrilla: In my search for guerrilla tactic inspiration, I came across these examples and thought they were really clever. I can't quite see the copy on some of them, but even looking at the KitKat one you don't need to see the full name to understand that "give me a break" takes on a whole new meaning with that guerrilla tactic.

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Guerrilla: The copy on this one is simple, but it works so well, because it's not just down the wall, but on the other banner and on the cars and the pavement.

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Commercial/Video: The copy on this one works well, because so many beauty standard things focus on women and this shows that it can also focus on men. The copy gives enough information, but doesn't get too in your face or attack to make the viewer defensive.

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dove campaign for real beauty (male version)

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Commercial/Video: Dove's whole Beauty campaign does a great job of appealing to one's emotions. As a woman watching this, I feel for those girls and for the women, because I have been and am them. We live in a world of skewed reality of what beauty really is. This shows that it has no age.

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Redefining Beauty: A Selfie Story With Dove #BeautyIs

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Commercial/Video: As a woman, we are taught to be modest and not boast. It's the same reason so many woman have a hard time taking compliments. We shouldn't feel awkward about being complimented. This hits home hard, with the emotional appeal. "If we can see the beauty in others, why can't we see it in ourselves?" Watching this makes one think about what they would say about themselves. It shouldn't be as hard as it is.

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Dove Friends | Seeing The Beauty In Our Friends And Ourselves

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Commercial/Video & Guerrilla: "It was a bit confronting to be honest." It makes you think about how you see yourself and what you would choose. It also unites the world in showing that women all over the world feel this. The one that really spoke to me was the woman who chose to walk away rather than go through. Again they are emotional appeals. "Beautiful is a great word, so why not see what's on the other side of that?" These Dove ads are not only made to make you feel something but think about how you view yourself. It helps to relate Dove as a brand to making everyone feel beautiful and try to change the perceptions we have of ourselves.

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Commercial/Video: "Let's change one thing. How our girls see themselves." Again Emotional appeal of Dove Real Beauty campaign. But this one is interesting because how they make it full circle instead of the before and after like some of their ads. It makes me think of the selfie ad, because the girl says in that one that the one thing that makes each of them different is the one that makes them unique. It's hard to be that age, but they are still growing and the things they don't like back then are the things they will hopefully grow to love.

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Dove Change One Thing | How our girls see themselves

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Commercial/Video: This Always "Like a Girl" campaign has a similar message to the Dove "real beauty" campaign, because it's trying to redefine something that has been implanted in our brains negatively for so long. It just goes to show that these thoughts are learned. I'm going to do something like a girl because I am a girl, and what's wrong with that? why is that not good enough?

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Commercial/Video: "No wonder our perceptions of beauty are distorted," because our reality is distorted by photoshop and a full team of professionals. This is an emotional appeal, but also has elements of being a logical appeal, because seeing this you know what the truth is also.

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Commercial/Video: So this one is hard, because the text copy is in a different language, but the video itself says a lot. It again has an emotional appeal like all the other Dove Real Beauty campaign ads. Seeing this little girl at the end and comparing her to the woman you see at the beginning after all the editing is a drastic comparison.

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Reverse Selfie: Social Media's Impact on Girls' Self-Esteem | Dove

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Commercial/Video: "You're more beautiful than you think." I've always said looking at oneself is like looking in a funhouse mirror. We never quite see ourselves how we actually look our how others see us. This again is an emotional appeal of the Dove Real Beauty Campaign.

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Digital/Print: I appreciate this one, because something I've always thought is why do they use celebrities and models too promote products. It's harder to believe it would work or work for me if I don't see it being used by someone I can relate to. This copy again shows Dove's honesty and transparency and that they know it's ridiculous to use models when models aren't who they are selling to.

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Digital/Print: Funny. Simple. Clever. These are humorous appeals. Clearly seeing them next to each other you can tell that they are all in the wrong packaging. But the fact that they are looking for students and not just anybody I appreciate, because they are showing they want someone willing to learn.

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Digital/Print: Simple. Cute. Clever. It really doesn't take much to say a lot. Milk's favorite cookie. Milk's favorite treat. And for Halloween: Milk's favorite trick-or-treat. That paired with the fangs and the bite marks in the milk is perfect. The black and white look with a lot of blank space works well also, because then the fangs stand out and it makes me think of a classic black and white film.

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Interactive/OOH: Skittles is another one that has partnered with or made their stance known with gay pride. The gay pride flag is a rainbow and since Skittles' slogan is taste the rainbow, this year during pride they took the rainbow of colors away from their candy. It was a strong strategy to state their position in the current world. It will lose them some people I'm sure, but it will great more loyalty in others.

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Digital/Print: The caption to this picture was "Proudly support love!"
It was nice to see Oreo - like Skittles and a few other brands - showing their colors and not being afraid to take on some bigger issues. They are risking backlash - like the Nike ads got - and some people said they were unliking their social media and would never eat oreos or kraft again, but others are more loyal to their brand than ever now. One poster said: I didn't think it was possible for me to love oreo's more than I already did! - And I couldn't agree more.
I got some additional information and that quote above here:
https://www.adweek.com/creativity/oreo-surprises-26-million-facebook-fans-gay-pride-post-141440/

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Digital/Print: Oreo has a lot of clever ads. This one just made me chuckle.

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Commercial/Video: These ads - there is a whole series of them - are just so cute. They are a narrative and don't really have to do with the product for the most part, but at least they have the logo for the brand in the corner and a most of them end with the cats getting fed.

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Digital/Print: This is a really strong emotional appeal. Especially having it placed right over her mouth like she does not have the right to speak. It hits right in the heart. It's really impactful.
The one thing I wish the words underneath the search options was a little bigger or bolder. It didn't even notice it at first.
"Women need to be seen as equals."
"...their place..."
"be controlled"
"be disciplined"
We are not children. We are not animals. We are not less than. We are equals.

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Digital/Print: "One child is holding something that's been banned in America to protect them." With the number of school shootings this has a very strong message. Kinder Eggs are chocolate eggs with a little plastic prize in the middle. Because of that they have been banned by the FDA. This appeals to both emotion and logic. At least personally this logically doesn't make sense.

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Billboard/OOH: Simple, but impactful. "Tailgating isn't worth it. Give trucks room. It's the law." The main part you can read is the Tailgating part and then the picture of the car and truck scrunched up together is very impactful and hits both logical and emotional appeals. If I saw this driving, it would definitely give me pause and be a good reminder to back off and give people more room.

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Guerrilla/Interactive/OOH: The pictures on the bags and the copy of "Plastic Bags Kill" is a logical appeal to remind someone and make them think twice before taking a single use plastic bag.

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"It's not happening here. But it's happening now." 

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"It's not happening here. But it's happening now." 

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Guerrilla/OOH: This is extremely impactful. The clear glass with the picture makes it look like he's right there looking at you. It's a reminder for world events that are happening that one can push to the back of their brain because it's not happening here. It makes me think of the "First They Came..." poem. I heard it in junior high or high school and it really stuck with me.
"Then they came for me -
and there was no one left
to speak for me."
-Martin Niemöller

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Digital/Print

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Guerrilla/Billboard: Clever, because when you're waiting for your Uber or Lyft you could just raise your hand to flag down a taxi. It's a logical appeal. I hears someone ask a few years ago, what people did before Uber or Lyft. I was like uh taxis. They were like oh yea?! We are so used to the apps now that people of my generation and younger forget that you could use a cab also, so having this where you're waiting for a ride share or bus is a reminder that's an option too.

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Ingle Ells - Holidays not complete without JB 

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Ingle Ells - Holidays not complete without JB 

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Digital/Print: The holidays aren't the same without JB. J&B is a whiskey company. With using the popular holiday song you know exactly what is missing.

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Digital/Print: Love is blind and therefore misses a few letters and love is blind meaning you may not use protection and get one of the THINGS above instead of one of the PEOPLE above.

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Digital/Print: A little jab at their competitor without directly calling them out by name. It shows the benefit of using their product with a humorous appeal.

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Digital/Print: Lifestyle implied. You want a little red corvette, because it's better than it's competitor. If it wasn't better why would they have written a song about it?

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Billboard/OOH

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Billboard/OOH

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Billboard/OOH: This series of billboards and then the blimp are so clever, because they are calling attention to their competition/rivalry in a fun lighthearted way.

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Digital/Print: "FCK We're sorry." "A chicken without any chicken. It's not ideal." Great way to apologize. They messed up and by messing up the letters it also implies something else. It's clever. It makes me think of something quippy that you might see from Wendy's twitter.

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Digital/Print: The parallels in these work well because what's a burger or fries without ketchup. So next time you say pass the ketchup you might think pass the Heinz brand name instead.

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Digital/Print: These ads were part of Absolut Vodka's "Kiss with Pride" campaign in the UK. The left one you can tell it's two men because of the facial hair and the right you can tell it's two women because of the lashes, facial structure and hair. The rainbow bottle over the lips implies the pride flag. The text copy explains that July 27th is the 50th anniversary of the legalization of homosexuality in England and Wales. In the last few years a lot of brands have been taking a strong stance on topics like race and sexuality. It can be risky, but it also creates a stronger loyalty in many who stand with those causes and issues as well.

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Digital/Print: In a world of emojis this is a clever, humorous and logical appeal. They say "the pictures people have taken over. we need a words person." Today, we live in a world of instagram and short attention spans. By writing "copy writer needed" using pictures and leaving a lot of white space it grabs your attention.

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Digital/Print: As someone who loves halloween and creepy, spooky things, these really made me smile. I love Tim Burton animation style and the right one looks Tim Burton-esque. Using creepy kids from movies to say use protection is a great and unique way to use the Halloween season in an ad.

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Digital/Print: This is simple but profound. Sharper than you think - clearly the knife cut through more than just the food. It makes me think of the people who used to go door to door and sell knives that could cut through a penny or whatever.

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Digital/Print: This is humorous and kind of a logical appeal, because it's basically a way of reminding people we can't control the weather we just report it.

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Digital/Print: As someone with two cats who love to cuddle, I totally get this. My old roommate also had a German Shepard who would cuddle and hog the bed. This is definitely targeted at a specific audience and if you don't get it then it's probably not targeted at you. Goldens are always so sweet and have a lovable face, so it's not a triggering dog to use.

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Digital/Print: Durex has a lot of clever ones. The line from Star Wars is "No, I am your father." There's a Mandela affect that has a false memory of the line being "Luke, I am your father" or "No, Luke, I am your father." But for this since it's a condom company there's no baby Luke, because the condoms worked. This is a subtle way of showing their benefits...basically that they actually work.

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Print: These 2 ads paired together super well and are both very clever. This one works well on it's own, but paired with the other it really stands out.

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Print: This one makes me giggle, especially pared with the Porsche ad. it's the same font, same format, and reverse copy. It's well played.

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Digital/Print: I appreciate this play on words. It's basically a humorous way to say if you want to get away from the politics come here and see real animals rather than the political ones by referencing the party symbols for the republican and democratic parties.

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Digital/Print: This is juxtaposing something completely unrelated to driving to prove a point. It's clever and humorous. Hannibal Lecter is the serial killer character in Silence of the Lambs and a few other books or movies. So the ad is implying that if Lecter's mother could see what he would become before he did then it could be prevented just the way you want to see dangerous things before you get to them when you're driving, which you could do with VW.

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Digital/Print: This is a very emotional appeal, but different than the ones for Dove. We just had to move my aunt with dementia into an assisted living and when we had to move my grandparents, years ago, my grandma had dementia and she just kept wanting to go back home. By the time someone is moving to assisted living, or is moving their family member to assisted living, they are likely over 18 or have left home. It's an adjustment most people can relate to.

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Digital/Print: As someone who used to be a server, this really hit home. I used to have the nice pens I would use to write people's orders, because I liked to write with them, but then I would give people bic pens to sign their bill with, because if they steal my pen I don't care. Servers have their pens and lighters stolen all the time. The clever way they change color mid-text implies that the pen was stolen in the middle of writing this.

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Digital/Print: This simple, clever headline references the benefits of chewing trident gum. If your armpits smell you use deodorant. If your breath/mouth smells, chew gum.

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Digital/Print: This is silly and clever. Basically it is saying that they have what you need but not the unnecessary things like a bellhop that will take your bags to your room. So if someone is taking your bags, call the cops, because they are stealing them.

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Digital/Print: Clearly, I lean toward clever, humorous ads, because this one made me laugh out loud. I used to work as a server at a bar with like 20+ beers on tap and another time at a microbrewery. People always talk about craft beer and hipsters, so they are poking fun at their own kind. This is just silly, but I definitely would like to try this just seeing this ad.

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Digital/Print: Ikea is known for their furniture you have to put together. This simple copy is clever and humorous.

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Print: I appreciate this, because it's made to inform you and give you a logical appeal. The strategy for less waste is also strong, because personally I don't buy as many avocados, because they always go to waste, because I never know when they are ripe. Not only can this tell you how ripe your avocado is, but you can use it to wrap it.

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Digital/Print: I believe these could maybe be considered 2-fers...if not they are at least clever play on words that are helping to encourage people to get away from technology and get outside.

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Print: This headline is clever, because it's implying that having a smaller car will make your house seem bigger and make you appear richer. In the few lines of additional text you can see, they reference the benefits of buying their brand and their UPS.

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Print: I would be curious to know if these stats are accurate, but either way it gets the point across well. It's like saying 9/10 car owners choose Porsche.