EOC Week 8: Really Good Example Chapter 8

Featured in San Francisco's 7X7, Insider's Guide to the Best of San Francisco, was this full-page photographed ad by SKYY Vodka's SKYY Infusions. The only difference between the one I've posted and the one in the magazine is the sans-serif uppercase text stating "GO NATURAL" as the headline, and "SAN FRANCISCO'S ORIGINAL VODKA NOW MADE WITH REAL FRUIT." underneath it. This ad was much tailored to the primary viewers of the magazine, those visiting San Francisco and/or those living or doing business there.

"Using the product as the main visual usually puts the potential consumer on alert." "[I]f you see an ad where the most dominant visual element is a striking metaphor for something [...] then you might be more likely to look at it." (Advertising by Design, Robin Landa, pg. 143)

In the ad to the left, the product is there, tucked away behind the sexy heels of a woman squeezing a lemon. We see the product, but it does not steer us away from looking at the other elements. A lot of times in ads for alcoholic beverages, they are not trying to sell the product but rather the experience you were to receive when buying the product.

"As (Kevin) Roberts (CEO of Saatchi & Saatchi) notes, an ad must make a strong emotional connection and be relevant to the viewer's life and needs. Using the product as the main visual is not a likely way to make an emotional connection or demonstrate relevance. Certainly there are always exceptions in which prominently displayed products work well." (Advertising by Design, Robin Landa, pg. 144)

This ad is one of those exceptions. The image of the heel squeezing the lemon with it's juices dripping onto the floor, give the feeling of fun, sexiness, and seductiveness. It's the experience that the SKYY Vodka infused with a touch of fruit will give you if you buy their product. Who doesn't want that in the city streets of San Francisco?

In addition, although it may seem like there is no textual info on the ad, hidden in fine white print on a yellow background are the words "SKYY Infusions All Natural Citrus Flavors. 35% alc/vol (70 prrf). (c)2009 Skyy Spirits, LLC. San Francisco, CA. Enjoy Responsibly. Learn more at slyyinfusions.com" I didn't notice this part until I gave a final look at the print ad.