AH ad
hpercevault (76 points) | Sun, 2009-11-15 00:18
For my branding class I had to create a new logo for ACE Hardware because their current logo is horrendous. The logo isn't what I'm concerned about here. It's the composition and concept of the ad.
You know those people that don't have a clue as to what the name is of the product they are looking for? Well I used that as the main idea for the campaign, people describing what it is they need and ACE Hardware comes to the rescue and finds it for them. I didn't want to show an actual customer asking an employee the question. Just wanted to get the idea across without being too literal. Let me know what you think! I'm not sure about the layout or color choice for the background, but it's a start for now
Good idea - bad execution. Imagine if a real ad agency came up with this idea - how would THEY execute it? Do that.
I can't understand all the message but I think you could transform the phrase into photo or sketch and show as comparison.
and use something like "or use this" :P
Ronaldo! xD
Agree with Art. This looks like a watered down version of a watered down version of a real ad campaign.
Also, I'm not sure about the use of "whatchamacalit"...maybe "thingie"?
Leaky Penny
www.leakypenny.com
We artists are indestructible, even in a prison cell or concentration camp I would be almighty in my own world of art. Even if I had to paint my pictures with my wet tongue on the dusty floor of my cell. - Pablo Picasso
Actually without any reflection on work, seems that CB has but a limited amount of busy bees all eager to screw you sideways for no other reason but to busy themselves.
TIP: What you like will define you; screw the besserwissers!
MONEY is but a rude interruption of the really meaningful.
I used thingy in the previous ad which was a ceiling hanger that you install to hang plants. So each ad will have a different word that people will substitute for what it's really supposed to be.
I'm just worried some people won't get it. Is the ad something that would be used nationally or just locally?
Leaky Penny
www.leakypenny.com
We artists are indestructible, even in a prison cell or concentration camp I would be almighty in my own world of art. Even if I had to paint my pictures with my wet tongue on the dusty floor of my cell. - Pablo Picasso
It would be national, but it's just for my senior portfolio. I don't think it necessarily needs to apply to everyone, hence the reason for a target audience, correct? I'm sure a lot of people have gone into a store at some point in their life asking for something they didn't know the name of.
Oh of course, I'm just thinking people for whom English is not their first language, they might not now what that word is, or how to pronounce it, etc
Also, there's way too much information in that image you picked. Why not pick a simpler image, like a screw, or a bolt. Actually, go over to your local hardware shop and find the weirdest item you can find, and use that. That'll really push the "whatchamacallit" idea further.
You'll also need a more interesting font.
Whatever it is something that's not in a package. Also, use a bit of photoshop to really make that image stand out.
Leaky Penny
www.leakypenny.com
We artists are indestructible, even in a prison cell or concentration camp I would be almighty in my own world of art. Even if I had to paint my pictures with my wet tongue on the dusty floor of my cell. - Pablo Picasso
In the Netherlands we have an add like that.. It's could "Dinges" from KPN (Telephone Company), where you need to keep in touch with your friend so that you don't become a Dinges ('a Whatshisname'). Same story diffrent look
I would use 2 different fonts, One for the question, and one for the answer.. Now it looks like 1 person speeking. Also, there is a LOT of info in this add, My eye is pould to the red bar of the package..
I see what you mean Leaky. Simpler images are a better route. The package was actually originally yellow so I PShopped it to make it look like a product of ACE. Would a san serif be a good choice considering it's a hardware store. I'll look for 2 that compliment each other but work. I'll post up my other image and you can tell me if that's a little more appropriate. Thanks for the feedback everyone! Keep it coming!
Also, to nitpick a bit, you would not use a grommet kit to punch holes in paper. You would go to an office supply store for a hole-puncher, made for paper. People use grommet kits to put grommets in tarps and things like that. They sell the same kind of kits in fabric/sewing/craft stores, too, for various fashionable touches.
Generally, I think this is a fun idea for an ad campaign, but that isn't the assignment, is it? Do you know how long an agency (or client, for that matter) would stand for that? There's a lesson for you in there, kiddo.
Mara
well... maybe "most" people wouldn't. but grommet kits are very popular in scrapbooking. and, because i do a lot of small-volume, digital work, i've got two hand grommet kits that we use for fastening paper or attaching string or some other closure materials to paper. sometimes when i create some of these pieces, i thank god for the robust scrapbooking market out there that allows me to find some of these things inexpensively.
you'd be surprised. ;)
Yeah, but you'd get that type of grommet kit in a craft store. The ones they sell in hardware stores are usually much larger. N'importe :-)
Mara
There technically is no "assignment" per se but I am putting together campaigns for my senior portfolio and my professor recommended rebranding ACE Hardware. I'm doing these ads to spread across different media, I also have and iPhone app and a website interface that I'm working on. It's tough to come up with a good campaign when your working on several projects at once to meet a deadline.
When you said the assignment was rebranding and you chose Ace hardware because you didn't like their logo, I naturally assumed that the point of the exercise would be to create a new logo. Sorry.
Mara
That's quite alright mara. No worries.