Okay, this is great. We’ve shared a lot of genius print ads lately, and we’ve got to add this one to the list.
“A few months back, to introduce Mat Inset insecticide, WMcCann in Brazil created an insert for select issues of Veja magazine,” writes David Gianatasio in AdWeek. “’Discover two ways to kill insects,’ the copy says. ‘Both are fragrance-free.’”
“Readers were encouraged to remove the insert and wrap it around the rolled-up magazine to create a facsimile of the product’s spray bottle packaging—which in turn could be used to bash pests,” Gianatasio continues.
(The agency, WMcCann, may be familiar to our readers. They’ve been behind some absolutely spot on print ads, including last year’s Chevy Corvette tribute to Prince.)
What we love about this ad is the unmistakable relevance it has to anyone who’s ever rolled up a newspaper to kill a bug. You just get it, immediately. Spider swatting aside, the ad has particular resonance to the intended audience in Brazil.
“Brazil was experiencing a major outbreak of dengue fever, a disease caused by the bite of the Aedes Aegypti mosquito,” agency creative director Sérgio Franco said to AdWeek. “We used as creative inspiration the fact of people often getting rid of mosquitoes and insects in general by using a roll-up newspaper or magazine. However, after rolling the magazine, we realized that it had the same shape of our product’s bottle.”
Unlike some of the other recent cleverly interactive high-tech ads – like the Nivea kid-tracker wristband that won kudos last summer, or the Kontor Record promotion that turns your iPhone into a virtual needle to play a vinyl record – this ad is brilliant in a decidedly un-tech way.
“There was definitely no need for technology or apps to explain a gesture that people know, such as getting rid of mosquitoes with a roll-up magazine,” says Franco. “This is not augmented reality—it is just reality. And that [is something] everyone understands.”