These ads by the Tourist Association Portorose of Slovenia use sleepwalking to show you can have a “vacation you are dreaming of.”
The ads show a perfect vacation scene with one of the models sleepwalking on his/her partner’s shoulders.
The ads were photographed by Tomo Brejc for Saatchi & Saatchi Slovenia with creative director/ copywriter Matej Kodric, and art director Vladan Srdić.
Implications - Escapism is a lasting area of fascination for consumers, especially in today's fast-paced society. Thus, companies that aren't even in the travel industry are looking to capitalize on the consumer urge for escape and vacation. Instilling a sense of exoticism into products or campaigns is a subtle way to do the same.
What Makes This Trend Stand Out
- Dream Vacation Ads
- Opportunities for travel industry companies to use sleepwalking or other creative techniques to promote exotic vacations and capitalize on consumers' desire for escape.
- Escapism Marketing
- Due to continued consumer interest, opportunities for various industries to utilize exotic imagery and other escapist marketing techniques.
- Subliminal Advertising
- Potential for companies to influence consumers' desires through subtle imagery and messaging, as seen in the sleepwalking ads promoting the 'vacation of your dreams.'
Sectors Adopting This
- Travel
- Using creative and unique messaging and imagery to promote vacation destinations and experiences, as done in the sleepwalking ads promoting Slovenia's Portorose area.
- Consumer Goods
- Incorporating exotic imagery and language into product packaging, advertising, or branding to tap into the consumer desire for escapism and unique experiences.
- Entertainment
- Creating engaging and immersive experiences that transport consumers to exotic locations or offer a sense of escapism through virtual reality or other technology.
