“Every contact with the brand should be the antithesis of mundane,” says the agency behind two super innovative print ads.
When your brand prides itself on incomparable technological innovation and an unparalleled experience, your print advertising better model it, and model it well. The automaker Porsche has twice scored on that front this spring.
“For the second time in as many months, Porsche is taking innovation for a spin with an unusual magazine placement,” writes David Gianatasio in Adweek. The first was a recent ad in Fast Company that included a floating hologram of their 911 model.
“Now, in May issues of Inc., the client-agency team employs LED technology to let readers gaze ‘beneath’ the metal skin of a 911 and inspect its high-tech features. Pressing buttons on the ad reveals graphics and information about the car’s sophisticated aerodynamics, connected digital systems and turbo-charged engine,” Gianatasio continues.
It’s not the first time that LEDs have been used in print ads, as Gianatasio explains. What makes this innovative is “because in this case, the LEDs are not just illuminating the message, they’re part of the message itself,” Cramer-Krasselt’s creative director Rick Standley told Adweek.
“It rejects the ordinary. Every contact with the brand should be the antithesis of mundane—because that’s what every Porsche is designed and engineered to be.”
From both a technical and creative point of view this ad is really something, leveraging existing technology and a traditional medium like glossy print to bring a car to life at, quite literally, the push of a button. There’s just one thing missing, according to Gianatasio.
“Now, if you could push one of those buttons for a whiff of that new car smell, then Porsche would really be firing on all cylinders,” he muses.
Scratch and sniff print ads? Pretty sure we have that technology too.