The Road Lodge ad campaign creatively embraces its low ranking. As its hilarious slogan states, "We use our one star for what counts." Of course, that statement is only funny when paired with the images of a cavernous butt crack and tongue-wrestling old timers, both of which have been strategically covered with Road Lodge's one star.
Conceived and executed by TBWA \ Hunt \ Lascaris, an ad agency based in Johannesburg, South Africa, the Road Lodge ad campaign may reflect on a crass class, but it appeals to the youth of today. With its lowbrow humor, bold yellow type and 'Jackass'-like imagery, it is hard not to giggle at any age. People will appreciate the Road Lodge campaign enough to book a night or two.
One Star Motel Ads
The Road Lodge Campaign Uses the Motel's Ranking Creatively
Trend Themes
1. Humorous Advertising Campaigns - Businesses can creatively use self-deprecating humor in advertising to appeal to customers and differentiate from competitors.
2. Unique Branding Strategies - Companies can embrace their flaws and limitations in their branding strategy to stand out and attract a target audience.
3. Youth Appeal Marketing - Marketing campaigns that use edgy humor and bold visuals can appeal to younger audiences and generate buzz for products or services.
Industry Implications
1. Hospitality - Hotels or motels can use humor and unique branding strategies to appeal to younger audiences and differentiate from other accommodation options.
2. Advertising and Marketing - Advertising agencies can work with clients to develop humorous and edgy advertising campaigns that appeal to younger target audiences and generate buzz.
3. Tourism - Tourism boards or travel companies can use unique and humorous branding strategies to promote destinations or travel services and appeal to younger audiences.