It took me a while to understand these ads, but maybe it’s because I don’t really speak Italian.
The ads feature different scenarios in which it pays off to be a ‘little guy’ with copy that reads, “Small is better.” The scenarios include breezing by the security at red carpet events because they can’t see the short guy between all these legs, and running through the open legs of opponents in a game of football.
After some Google translation, it turns out that the advertiser,Ribasta, is an auction portal, and ‘small’ actually refers to lower prices.
I don’t really think the ads communicate anything about the service or site itself. Unless you already know the site, it’s impossible to figure out that it’s an auction site. And I don’t know about you, but I don’t find the connection between short, or small as they put it, and low prices particularly witty or effective. But maybe I got lost in translation…
The campaign was created by IENA Studios, Latina Italy with art director Fabio Scalia, copywriter Armando Vitolo, and photographer & retoucher Luca Scalia.
What Makes This Trend Stand Out
- Creative Advertising
- Disruptive innovation opportunity: exploring unique and unconventional advertising strategies to capture consumer attention and convey the message effectively.
- Localization in Advertising
- Disruptive innovation opportunity: leveraging local languages, cultures, and references in advertising campaigns to resonate with target audiences and enhance brand awareness.
- Visual Storytelling
- Disruptive innovation opportunity: utilizing visually captivating narratives to convey complex concepts or messages in advertising, enhancing audience engagement and brand recognition.
Sectors Adopting This
- Marketing and Advertising
- Disruptive innovation opportunity: developing innovative approaches and strategies in marketing and advertising industry to create memorable and impactful campaigns.
- E-commerce and Online Auctions
- Disruptive innovation opportunity: revolutionizing the e-commerce and online auction industry by creating user-friendly and engaging platforms that offer competitive pricing.
- Creative Agencies
- Disruptive innovation opportunity: pushing boundaries and exploring unconventional ideas in the field of creative advertising to stand out in a competitive market.
