My trip to Dublin, this weekend, served as a great source for fodder and
blog content. While waiting at a
bus stop, this advertisement for Absolut vodka passed by, and I couldn’t help
but notice it. The ad reads: “It all starts with an Absolut blank.”
The advertisement is simple.
The limited use of color makes the patterned bottle stand out, and the
starkness of the white background certainly popped against the overly vibrant
yellow of the bus (compare this ad to the Coca Cola ad on the bus next to it,
and the difference is clear). The
typeface is easily readable, in all caps, and the gray and white color
combination allows the text to exist without taking away from the greater
message—Absolut is a versatile drink (a blank canvas, if you will), and this
provides endless possibilities for the drink and the situation in which it is
consumed. These seven words
provide a powerful and somewhat uninhibited message, without the use of sexual
content or violence.
The refreshing nature of this ad made me look twice, but do you think
this ad is effective?
I’m sure much of this depends on the target audience. Given the forum in which it is
displayed (public transit in a prime tourist destination--Temple Bar), this ad may be meant for tourists, not the
citizens of Dublin. That would be
my first guess, as the ad is relatively culture neutral (at least in comparison
to the Jameson ad posted earlier), but what are your thoughts? Who do you think the intended target
audience is for this advertisement, and is it effective?
I think it's a great advertisement. The simplicity of it is genius. I think the ad reaches out to an array of consumers as the whole point of it is basically endless opportunities. It is something people can use as a base and then create something they enjoy from it. Everyone can customize their drinks, and this ad points that out in a clear manner. The contrast between the colors is great to compared to the coke ad beside it.
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