Display Advertising Shows Signs of Life

I always like to capture ideas and campaigns here that really catch my eye and provide inspiration.  Here are two banner ads that challenge the notion that this industry has nothing left in it.  They show that the right mix of creativity, humor and humility for the knowledge an end-user has about the space can create a vibrant ad.  Most importantly: they engage better than, well any other banner ad I’ve seen.  I’d imagine, like me, anyone in the interactive marketing industry would look at both these and say, “I wish I’d thought of that.”

Pringles

First up is an ad from Pringles. I couldn’t click just once. (OK, I know that’s a headnod to the Lay’s campaign, but it’s for potato chips too).  I heard about it via AdFreak – key quote:

I appreciate that it isn’t flashing horrible circus colors and promising me a free Xbox or a spyware-laden “virus scan.”

It’s actually quite funny, and no surprise it recently won awards.  The one here is embedded – you can click right here and no I don’t get any referrals for your clicks.

Volkswagen

The second ad was covered in Adweek’s TweetFreak a couple weeks ago.  This ad for Volkswagen integrates Twitter directly in the ad, scanning recent tweets for terms used and then recommending a car that is right for you.  This one is not embedded – click through to a page where you can put in a Twitter ID to see the results.

Volkwagen Twitter Ad

Of course I like the idea of integrating Twitter in a creative way – it’s trailblazing with new platforms and technologies – but I would be curious to see some of the metrics around both of these campaigns.  Any others that strike you as compelling or inspirational?

Bonus: An Offline Ad Can Inspire Too

Proving that technology, location and creativity can create a compelling mix, here’s another Cannes Lion award winner that could inspire loads of guerilla marketing ideas – imagine what Times Square could be like in New York City if all of the ads responded to what happened in front of them.  Hat tip to copyranter and @dschutzsmith for sharing.

AIdomesticviolence

UPDATE: For a lot more insight on the Pringles ad (not to mention some very useful resources on Pharma and social media) directly from the source agency that created the ad, see the post “What Pharma Can Learn from Pringles” from Jonathan Richman.

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  • http://www.RetailShakenNotStirred.com/ Kevin Ertell

    Hey Adam,

    Great post. I think the Pringles ad is fantastic. I wonder why they didn’t include the ability to send it to a friend. Or did that just not come through when you embedded it. Actually, both the Pringles and the Volkswagon seem like the types of things people would send around if given the ability. I wish the Volkswagon ad would have told me what it was about my Tweets that made it recommend the vehicle is recommended. Without that, it’s hard to trust it.

    Either way, I completely agree with you that creative display ads like this could actually get people paying attention to them again.

    Thanks for posting.

  • http://www.RetailShakenNotStirred.com Kevin Ertell

    Hey Adam,

    Great post. I think the Pringles ad is fantastic. I wonder why they didn’t include the ability to send it to a friend. Or did that just not come through when you embedded it. Actually, both the Pringles and the Volkswagon seem like the types of things people would send around if given the ability. I wish the Volkswagon ad would have told me what it was about my Tweets that made it recommend the vehicle is recommended. Without that, it’s hard to trust it.

    Either way, I completely agree with you that creative display ads like this could actually get people paying attention to them again.

    Thanks for posting.

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  • Michelle BB

    I’m embarrassed to say that I clicked through the Pringles ad until the end; yes, it was a fantastic battle of the wills. ;-)

    But seriously, you’re absolutely right; there are some great display ads that warrant our time and attention. Notice how the two interactive banners get you to really engage without all of the gimmicks or tricks that have turned off most folks to banner displays.

    Thanks for showcasing these fine examples.

  • Michelle BB

    I’m embarrassed to say that I clicked through the Pringles ad until the end; yes, it was a fantastic battle of the wills. ;-)

    But seriously, you’re absolutely right; there are some great display ads that warrant our time and attention. Notice how the two interactive banners get you to really engage without all of the gimmicks or tricks that have turned off most folks to banner displays.

    Thanks for showcasing these fine examples.

  • http://eitherthisoranap.com Kevin Fenton

    Thanks for this post. I was impressed by the Pringles and VW ads but the domestic violence ad absolutely stunned me. I also like your antidote to dismissing entire media which so many people (myself included) do these days.

  • http://www.kevinfentonbiz.wordpress.com Kevin Fenton

    Thanks for this post. I was impressed by the Pringles and VW ads but the domestic violence ad absolutely stunned me. I also like your antidote to dismissing entire media which so many people (myself included) do these days.

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