One of the most dreaded battles in publicity is the one that opposes attention and branding. The challenge is almost always the same – how to create a compelling and eye-catchy ad, that still communicates and doesn’t obliterate the brand we want to drive?
It is a common mistake we see in so many different ads! The brand is left to a secondary position, as an add-on or a disconnected stamp, while something in the centre of the image drives the eyes. There is a reason to use blond-bombshells, sexy bikinis, flashy colours, beautiful sunset images,… - it grabs our attention. And that is alright – if we are able to make it work with the brand, if there actually is a reason for the brand to present you that image and to integrate itself there. If it makes sense to your target audience. If it comes naturally. If it does, then, you have a compelling ad. If not, you are just getting a fraction of your potential, jeopardizing your return on investment.
The following link will drive you to a Portuguese newspaper, presenting you 15 different billboards and newspaper ads that use sex as an attention driven tool. Have a look at them and make up your mind on whether they are able to build brand or are probably not maximizing the return on the money invested on them – I will comment later on.
http://aeiou.expresso.pt/sexo-na-publicidade-adivinhe-onde-esta-a-marca-fotogaleria=f697484
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