When copy and graphics work stunningly well together

by Lee Hopkins on November 28, 2006 · 6 comments

in Uncategorized

What happens when you marry high-quality advertising photography with ascerbic, cheeky copy?

You potentially get a series of award winning ads.

The print ads for New Zealand’s 42Below vodka are gorgeous — but it is the sublime copy that goes with the sublime images that make them so brilliant.

As we antipodeans are often noted for, there was no ‘pandering’ to the PC police, no worrying if ‘someone might take offence or get upset’. Instead what you get are superb vignettes of sarcasm, satire and precise targetting to a particular young male market, which 42Below’s Marketing folks must have researched beforehand (one would hope) and discovered their particular viewpoints and humour.

Click on each of the thumbnails below and carefully read the copy that comes with them — guaranteed to bring a wry smile to your dial.

42-01.png 42-02.png 42-03.png

42-04.png 42-05.png 42-06.png

42-07.png

The lovely thing about these ads is that they mirror exactly the subversive branding of the vodka and the company on their website. As the awards section of their site says,

we’ve won more medals than you’ve had hot women

Their site is built entirely in Flash, but don’t let that put you off — it is a superb site, downloads quickly and even has some kitch/cool music to go with it.


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  • http://trafcomnews.com/ donna papacosta

    Very clever. Very creative. In a million years, I couldn’t imagine such a campaign here in Canada. Legions of people would complain to the advertising standards council.

  • http://trafcomnews.com donna papacosta

    Very clever. Very creative. In a million years, I couldn’t imagine such a campaign here in Canada. Legions of people would complain to the advertising standards council.

  • Patrick

    Would this be the same idea as the variations of 18-wheeled adverts that you posted a while back? Hey, if a certain way of advertising works, go for it. Catchy phrases and interesting photos do wonders for a company’s marketing. This was just my two cents on the matter all the way from the U.S. of A.

  • Patrick

    Would this be the same idea as the variations of 18-wheeled adverts that you posted a while back? Hey, if a certain way of advertising works, go for it. Catchy phrases and interesting photos do wonders for a company’s marketing. This was just my two cents on the matter all the way from the U.S. of A.

  • Stuart (my manual’s OK, your a

    The copy on these ads is just glorious. The honey vodka ad made me laugh loudest. ‘Little bastards’.

  • Stuart (my manual’s OK, your auto’s OK)

    The copy on these ads is just glorious. The honey vodka ad made me laugh loudest. ‘Little bastards’.

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