Tuesday, 7 April 2009

Routine and Tracking in Advertisement


This week I came across two campaigns that caught my interest because of their language of communication. I thought, wow, the topic now become very popular, if it is used in add campaigns.

One is an article on mens cloths in the latest edition of the GQ magazine, German edition (GQ, 2009, April) and it plays with the daily routine of working people in the city. The suite changes every day, but the location it everyday approximately the same. The story over five spreads implies that the guy is following a working week routine and passes this yellow hydrant in the morning on his way to work just before nine.
It is a brilliant setting for fashion and works very well. Although I think the photographer could have played a bit more with light and weather.

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Images by GQ

It somehow reminds me of this 90ies hair conditioner add on TV, where the blond woman was portrayed on three different locations in three different weather conditions, but her hair stayed the same. I think it was a product by Schwarzkopf. A clip can be found here.​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​


The other one is advertising UK holiday locations employing Google Earth style location data by enjoyEngland.com, found in the Guardian, Saturday 2009-04-04.
The story here is that on a satellite image sowing a costal town, presumably in the UK, specific locations are marked with information on activity and duration, very much like the UrbanDiary project. The arrangement is used to tell the story of one particular weekend trip, but stands for what you could do with your next weekend. It then also points out that there are 112 weekend and bank holiday days a year, presumably enough time for one or two such experiences... How did they calculate the amount of days of?

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Images by enjoyengland.com

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