Category Archives: ad placement

Odd couples.

I’ve been a Wired reader since Issue 1. Back in the day, it was not only interesting, it was beautiful, with typography, art direction and production (6-color printing!) that kicked ass.

Today, Wired is still a geekfest, if more mundane looking, and also chock-full of ads in categories I can relate to, which, I guess, is the whole point of media planning.

But anyway. The following ads were all in the May issue, pages apart, which allowed my mind to group them into amusing pairings. Here’s one pair:

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The Viagra ad is what it is: a legal necessity, and an ad in name only. For those paying attention, and we won’t go into why, the background is an image from one of the blue-on-blue TV spots. It hardly matters, given the copy mandatories plastered over every square inch.

But when the new E-Trade ad showed up a few pages later, it got me thinking. About how much I miss the baby, for one thing. About how “Type E” could actually be the premise of something good, except that didn’t happen. But mostly I thought, some agency made this ad look like a pharma fair-balance ad by choice-not because the FDA forced them, but because they thought it was a good idea. Does E stand for Erectile?

Here’s another pair:

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Talk about a study in contrasts! We all want to be (or at least feel like) the blissed-out dude in the Virgin America ad. They took a minor amenity—a complimentary glass of bubbly—and turned it into a visually arresting, amusing ad.

Now consider the KLM ad. They should have had an easier time of it. After all, they were advertising business class, not a tricked-up version of steerage. Yet the ad is a study in depression. A white guy is curled into a fetal ball, making his lie-flat bed look cramped and unforgiving. Next to him, another white guy stares out at the dull Dutch landscape below. Between them, an odd metal divider that appears to be riddled with bullet holes. People! You are the country of kick-ass weed and Vincent Van Gogh! Loosen up!

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a tale of two spokespeople

The use of celebrity spokespeople in ad campaigns in lieu of a real idea seems to be on the wane, which is a good thing. Chalk it up to the growing sophistication of the audience, which would rather know what their friends and peers think of a product than a bought and paid for shill.

Still, you see them, and if you watch Mad Men, you see them a lot. Especially John Slattery (Roger Sterling) for Lincoln. On paper (or PowerPoint) this looks like a good choice: guy who used to be dusty, now of the moment; solid Establishment type with a rebellious streak; a guy who you could plausibly see behind the wheel of this car (unlike, say, the crazy-ass choice of Tiger Woods for Buick a few years back).

But what a waste. Basically, they use Slattery as the world’s most expensive extra and hand-model. He has almost no lines. We see him in the distance, in shadow, from behind–like he was in a Witness Protection program, not starring in a TV commercial. Here’s a few examples:

Who is that guy? What is he hiding?

That very tiny man on the left would be Roger.

Underexposure is not Sam Waterston‘s problem in the TD Ameritrade campaign. He is the campaign–him and a big honking logo. No, his problem is that the company’s owner, Joe Ricketts, was revealed to be a batshit-crazy, hate-mongering wingnut. Eager to join such great Americans as the Koch brothers and Sheldon Adelson, Ricketts was ready to open up his checkbook to run a rancid screed linking President Obama to Rev. Wright–a spot so noxious and inflammatory that even Mitt Romney felt compelled to condemn it (after the storyboard was leaked to the New York Times).

In a delicious reversal from the usual order of things, client bad behavior was dinging the spokesperson’s brand rather than the other way around. A brief read of Waterston’s bio suggests that he himself is sane, educated and moderately progressive in his views. And his other advertising activities include work for the Nation. Waterston, obviously recruited to TD Ameritrade as the rock-ribbed symbol of virtue and probity, must have had his lawyers looking closely to see if there was an escape clause in his contract last week. Even in these morally ambivalent times, this cannot be what he signed up for .

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Adventures in ad placement, cont’d.

Seen in the Scottish Highlands. Maybe not the best place to advertise a thrilling adventure ride in a tricked-out Land Rover, laddies.