Mixed messages
Posted in Creative, Oliver Milman, Latest reporters' blogs April 5th, 2007 by Oliver Milman
Some think it looks like a London 2012 Olympics venue. Some think it’s just a faceless park. It is, in fact, Capital 95.8’s new outdoor campaign and is so unclear that it resembles one of those magic eye pictures that were inexplicably popular in the mid-1990s.
The picture is essentially Hyde Park after some digital landscape gardening. The paths and lake have been shifted around to form the words ‘The Kooks’, the kind of popular curly-mopped indie band that Capital is keen to associate itself with now.
However, at first glance, it’s just a park. At the second and third glance, it’s also a park. In fact, unless you stare at it until your eyes glaze over, you’ll never realise it’s anything else but a park.
A similar ad makes the Gherkin and surrounding high-rises somehow resemble ‘The Killers.’ Again, the advert doesn’t really say ‘The Killers’ to you. It says ‘The Gherkin and some other shiny buildings.’
Maybe, unlike the music it’s trying to peddle, Capital is being a bit too clever with its advertising.
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Tags Capital, Radio, The Kooks, Creative, Advertising
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Tasha80’s comment is....
I agree - the Capital ad that I glanced over, amongst other lifeless ads, on my tube journey this morning was the one of trains pulling into a major London station. Thats all I got from it… how dull. Maybe if the actual message was explained or highlighted then consumers would warm to the ads as opposed to swtiching off - as the “Kooks’” ad is quirky (once highlighted)
Posted April 18th, 2007 at 11:07 am
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