This Clever Lock Ad Plays Up Competitors' Weaknesses

By: Cadhla Gray - Aug 19, 2015
References: adweek
TBWA came up with an ingenious bike lock ad, by designing a poster to show off the strength and durability of AXA's new 'Victory' lock while advertising its the flaws of competitors' locks.

The poster is made up of bits of broken locks found around Holland, the country of bicycles. These pieces make up the letters of the ad that spell out: "The lock that should've been on your last bike." While all these bits are from other brands' locks, the "O" in the dutch word for "lock" is made by the strong, intact Victory lock.

Ad campaigns often sell products by making digs at other brands, take political ads for example. However, oftentimes they are exaggerating or twisting the facts. The strength of this ad is that it merely displays the fact that other locks break easily -- plain and simple, no exaggerations necessary.