From heartbreaking to hilarious, print ads can evoke the full gamut of human emotions.
Take Don Quixote on his horse, lance in hand, charging the windmill while a penguin atop a small dog holds out a boom mike. Why? Obviously, to promote a new series of Penguin audio books, a retelling of the classics.
Of course the ever-popular “bromance” angle makes an appearance, as groups of black-suited friends mourn the passing of their chum in a Rothammer beer ad. No, he hasn’t died, just fallen in love, leaving his mates to drink without him.
The winners aren’t all fun and games either. Print ads are brilliantly suited for taking on the serious issues, including safe driving (showing actual amputees holding up the street signs that other drivers ignored, causing the subjects’ injuries), and human rights. One in particular used the medium of print on paper to devastating effect.
“The agency’s annual report about human rights in Uruguay featured photos of people who are missing, likely at the hands of the military dictatorship. When exposed to light, the photos gradually disappeared and were replaced by the person’s name, date of disappearance and the message: Fight against oblivion. amnistia.org.uy/informe,” notes the AdWeek article on the winners.
The creativity and imagination that went into these campaigns is fantastic. Print advertising is powerfully effective in driving home its message, and these ads are definitely worth a look.