I am not a coffee person, but I know from my java bean loving family and friends that the first thing on their minds is a nice cup of coffee when they wake up.
These ads for Aroma coffee take that concept to heart and literally put a cup of coffee in place of the yawning mouths of people just waking up.
I am not sure how I feel about this campaign. On the one hand, it is pretty straightforward and easy to connect. On the other hand, the coffee cups look creep and resemble giant baby pacifiers.
The ads were photographed by Stock, Steeve Kozman for Impact BBDO Riyadh, Saudi Arabia with Ahmad Beck as creative and art director and copywriter (yeah, he’s multi-talented obviously).
Key Themes Behind This Trend
- Yawning Aroma Coffee Ads
- Using coffee cups in place of yawning mouths in advertisements for Aroma coffee creates a memorable and attention-grabbing visual.
- Literal Visual Representations
- Taking everyday objects, like coffee cups, and incorporating them literally into visual representations presents an opportunity for creative and impactful advertising.
- Subtle Discomfort in Advertising
- Using unconventional elements, such as coffee cups resembling baby pacifiers, in advertising can evoke a sense of subtle discomfort that captures attention and prompts further exploration.
Where This Applies
- Coffee
- The coffee industry can explore innovative and engaging advertising techniques by incorporating visual elements that directly represent the product, like using coffee cups in advertisements.
- Advertising
- The advertising industry can embrace literal visual representations to create impactful campaigns that resonate with audiences and leave a lasting impression.
- Creative Services
- Creative agencies and professionals can leverage the concept of subtle discomfort in advertising to develop unique and attention-grabbing campaigns for various brands and industries.
