The PPC Cement campaign has gone in an interesting direction to showcase just how much more cement is in every one of its bags compared to its competitors. In contrast to its very direct and informative tag line, "Get 15% more cement from every bag," the images used are exciting and fantastical.
Created by The Jupiter Drawing Room, an ad agency based in Johannesburg, South Africa, the PPC Cement campaign features the very large handprints of Optimus Prime, Godzilla and King Kong. When compared to the much smaller concrete slabs used for human celebrities such as Paul Newman and Sophia Loren, the PPC Cement campaign really illustrates how big of a difference 15% can make.
Fictionalized Handprint Ads
The PPC Cement Campaign Shows How Much More Mixture is in Every Bag
Trend Themes
1. Augmented Reality Advertising - Using larger-than-life fictional characters in ad campaigns creates an immersive and eye-catching experience for consumers.
2. Comparative Marketing Campaigns - Highlighting the superiority of a product compared to competitors can be an effective strategy to differentiate and attract customers.
3. Creative Visual Storytelling - Combining informative messages with visually exciting and fantastical elements creates engaging content that captures attention.
Industry Implications
1. Construction Materials - Adopting creative advertising campaigns can help construction material companies showcase their product advantages in a memorable way.
2. Advertising and Marketing - Incorporating augmented reality and comparative marketing strategies into ad campaigns can enhance brand visibility and increase customer interest.
3. Entertainment and Media - Collaborating with popular fictional characters in advertising initiatives can create unique cross-promotional opportunities that captivate audiences.