Clever ads for OtterBox
Posted on 13/08/2014 by Karen
Two very different ads for the same company, for two very different target audiences. Those who want design and practicality, and those who just want practicality. The first ad is for style, style, style. Cleverly, they’ve shot the ad so that you don’t see the faces of the dancers. There are two good reasons for this.
Firstly, as human beings, we are hard-wired to look at people’s faces. By not showing them, we are forced to focus more on the product. Secondly, when we look at people in ads, we ask ourselves ‘do I relate to that person?’ Most of this is subconscious, but it happens. If we don’t relate to the person in the ad, we are less likely to pay attention or purchase the product. Here’s the link for Otter’s stylish ad.
The second ad for OtterBox is for those who want practicality. Probably guys, probably tradies, so they have used a man who they can relate to. Demonstration ads work really well and they have been used for TV since the 1950s. Most of them are pretty boring, but this ad has found a great way to demonstrate just how waterproof the phone cover is.
The image on the phone cleverly relates to man’s best friend, and where the call is coming from gives him a really good reason to chuck the phone. It’s a clever use of humour that we can all relate to, which helps make it more memorable. The name of the product is easy to remember, too, because it’s relevant.