today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

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Monday, August 18, 2008

slimmers world discovers the miracle of white space!

that rehab session has done wonders for slimmers world! look at what white spaces have done to their latest print ad:

the new slimmers world print ad and the miracle of white spaces

it's not the ideal print ad layout yet, but more white spaces has done a miraculous job at improving the layout of the print ad. more white spaces forced the layout into a 1/3 kind of layout where the image of the girl dominates the ad and the other elements reduced significantly. the whole thing gave the ad a little more focus and easier to the eyes. the headline now calls attention to itself much better than before.

compare the above, newest layout to the layout before, below:

the palengkera ad where all the white spaces were disrespected

there is a big difference in look, feel and the point i was saying - brand character between the two print ads. the above ad is the quintessential "palengkera" ad. your eyes and brain get so confused with the above ad that you refuse to read any of it.

just to drive home the point, here is the latest layout with more white spaces if seen wrong side up. in this one, you know its the wrong side up.

again, it's not the ideal layout yet. but as shown here, more white spaces in the ads go a long way in forcing a little more discipline into the layout resulting to a better print ad. they have tweaked the layout very often already and yet the improvements have just been baby steps, really.

why just baby steps? the weakness of the ad is not really just the layout, it runs much deeper than that. the weakness of the ad is really at it's core - the ad concept itself. and that is next here in WAWAM!

just the same - congrats to slimmers world for discovering the white spaces! a few more giant leaps and soon you will get out of WAWAM!

read all the posts on slimmers world here :

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