Every now and then, a print ad comes along that makes you smile. It’s usually a tactical ad.
You smile because it’s clever. And – go on, admit it – because it gives you a little nudge about using the product.
Economy and juxtaposition – they’re pretty much forgotten tools for making forceful ideas now. But they still work. They’ve just gone out of fashion.
Taubmans Chrissy ad – created by Naked Communications with 3D and retouching by Limehouse Creative – makes you smile.
It’s a house in a snow globe – actually there’s a series of them. They’re for Taubmans premium paint, Endure Exterior, that provides maximum protection against all weather conditions. You got the message instantly, right? And maybe you also thought, “I should do a bit of painting in the holidays,” too. Didn’t you?
Jon Burden, executive creative director, Naked, noted, “Leading up to the holidays many brands are shouting for people’s attention, especially in print format. We wanted to stand out from the Christmas crowd by creating something simple and pure. I believe the mark of a good product ad is being able to explain the product benefit without explanation or a list of claims, and this concept does just that.”
Fiona King, senior brand manager at Taubmans, commented, “Our customers can sometimes struggle to find the time to paint, but with the great weather and time off, the holidays are an excellent time to finally get around to it. Taubmans Endure is the perfect choice because it has Nanoguard Technology, which provides maximum all weather protection. We felt this idea brought this to life in a fantastically simple way.”
The campaign is running in national magazines and press.
Agency: Naked Communications
Chris Nguyen: Copywriter
Jenny Tang: Art director
Jon Burden: Executive creative director
Craig Adams: Strategy director
Phil Ball: Senior integrated producer
Brooke Chilcott: Head of account management
Richard Woods: Group account director
Phillip Page: Senior account Manager
Ryan Wrigley: Studio manager
Limehouse Creative: 3D and retouching
Client: PPG (Taubmans)
Nadine Miller-Vachon: Marketing director, architectural coatings ANZ
Fiona King: Taubmans senior brand manager