The Vanguardia Magazine campaign is all about 'La Verdad al Desnudo,' which means 'The Naked Truth' in Spanish. To show how serious it takes this motto, the ad campaign portrays three politicians, Mahmoud Ahmadinejad, Julian Assange and Barack Obama, in a very vulnerable manner. Completely nude except for some carefully placed podiums and hands, they are captured conducting business as usual.
Conceived and executed by the Delta ad agency based in Quito, Ecuador, the Vanguardia Magazine campaign was creative directed by Pablo Mayoral with art direction and copywriting by Marcelo Calderón and Oswaldo Terreros. Provocatively and controversially created, the Vanguardia Magazine campaign will surely raise some eyebrows. It will also shock people into picking up a copy of the political publication. They won't know what hit them.
What's Driving This Trend
- Controversial Political Advertising
- There is an opportunity for ad agencies to take on more politically charged campaigns that spark controversy.
- Provocative Magazine Campaigns
- Political and other magazines can take a page from Vanguardia's book by creating provocative campaigns that demand attention.
- Using Shock for Effect
- The use of shock and surprise is a tactic businesses can use to quickly grab attention and differentiate themselves.
Who This Affects Most
- Advertising
- Ad agencies can innovate by pushing boundaries with politically charged campaigns like Vanguardia's.
- Magazine Publishing
- Political and other magazines can create provocative campaigns to generate attention and increase readership.
- Market Research
- Conducting market research to determine what topics and tactics will generate the most buzz can be a key component of developing effective advertising campaigns.
