We’re only one month in to 2017, but there have been some interesting and refreshingly different ads gracing the pages of newspapers in the past weeks.
Take Dove’s #RealFacts creative, which recently appeared in The Guardian and The Times. The ad ran as the furore over reality-twisting half-truths rumbled on, stoked by Kellyanne Conway’s reference to “alternative facts” when discussing Donald Trump’s inauguration crowds.
Quick off the mark, Dove capitalised on the opportunity for a topical ad.
On one page, the ad listed a range of alternative facts — from “New Dove antiperspirant increases your IQ by 40 points” to “New Dove antiperspirant will locate that lost sock from two years ago.” Another stated one #RealFact: “New Dove antiperspirant cares for your underarm skin like never before.”
It’s a witty example of how print ads can be used to make a relevant, poignant statement.
Yorkshire Tea called on reader participation with its latest press creative. Generating awareness of its tree-growing project, the ad asked readers to colour in the featured Gruffalo scene and tweet a picture with #yorkshiretree to spread word of the initiative, landing a serious message in an inventive way.
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