I was getting my hair did and flipping through the March Vogue. Most of the magazine’s content was ads – which I don’t mind – I love seeing how companies brand themselves. While I was going through the mag, I was a little surprised. Companies are paying tens of thousands of dollars for these ads and it looks like they spend about $200 on the ad layout. If a company is going to spend that much on an ad, shouldn’t the company at least put something worthy of that costly space on those pages? Apparently for some, the answer is no.
As I was getting a blow out, I snapped some pics of ads that I hated, that I loved and that are consistent with their brand message (hence, some blurry photos – sorry!). That is, you could look at the ad and know what brand it was advertising – without even seeing the logo. Here’s my breakdown of the good, the bad and the well branded…
The Bad
Not Your Daughter’s Jeans – You can afford an ad spread in Vogue and THIS is what you come up with? Please, can I help you on your ads? There are so many better ways to convey that Mama’s can look hot.
Longchamp – I love Longchamp bags so this ad makes me sad. I’m not sure what they are saying but I just see money wasted.
Lacoste – This ad isn’t that bad – I get what they’re trying to convey – it’s just that I’ve seen this ad forever. Please switch it up!
J Brand – This also makes me sad because I like and wear J Brand Jeans. This is definitely not the worst of the bunch – it’s actually not THAT bad. I get simplicity and white space but this ad doesn’t make me want to buy jeans.
Bottega Veneta – This ad is pretty but I think it’s stupid. There’s just something about it. I think they’re trying to convey a sense of jet-setting luxury by sticking an airplane in the background – seems like an uncreative solution to me.
The Good
Jil Sander – This is my favorite. I’m not even really a fan of the line but this ad is gorgeous. The color is stunning and I love how you only see the model’s lips and nose and the face basically disappears into the background.
Dolce & Gabbana Cosmetics and Fragrances – I love all of these ads – Scarlett Johansson is awesome as their brand ambassador. She does old school glamour so well and the ads are all beautifully shot. They are selling the dream in these ads – if you buy it, you’ll be as desirable as SJ.
Balenciaga – I like this spread – the juxtaposition of the color photo and the black and white photo, the use of white space, the difference in sizes, the bleed on the color photo versus the framing on the black and white photo – it’s all visually interesting. And I love the branding on the origami in the corner. As a brand known for architectural shapes, the brand name on the folded paper seems apropos.
Kate Spade – I love the colors in this ad. KS always does a great job of portraying the preppy chic lifestyle. This ad could also be filed under Well Branded because you always know a Kate Spade ad when you see one.
Tom Ford – I love this ad. No one does sexy like Tom Ford does.
Cesare Paciotti – This ad is beautiful, the clothes and accessories are beautiful and the model is beautiful. It’s a great example of how you don’t have to shoot on white seamless for the clothing to stand out. You can pick out an interesting location and not have it detract from the clothing.
Lanvin – Gorgeous clothes and accessories, interesting set, not just a bunch of models standing around.
Valentino – I like the black and white shots – they stand out in a sea of color ads.
Jimmy Choo – Great ad! I love the pops of color and the accessories are really highlighted against the colorful backdrops and plain clothing.
Calvin Klein – The minimalist ad mirrors the minimalist collection. Also filed under well branded.
Donna Karan -It’s pretty and I like it. Sometimes it’s just that simple.
Miu Miu – Visually interesting yet makes the clothing and accessories pop.
Prada – When the clothes and accessories are amazing, the ad looks amazing. Sometimes, it’s just that simple.
Louis Vuitton – Gorgeous collection – gorgeous ad. See Prada.
Chanel – Enough Said.
The Well Branded - One look at these ads and you know the brand without even seeing the logo. Consistency in message is key and these brands excel…
Dolce & Gabbana – No one does Italian drama and captures Sicily like D&G.
ck One – ck One is back and has a similar look and feel to the original ads – just a bit updated with a some digitial-age looking details.
Bebe – Each season they bring a new pin up girl to life.
Benetton – Their ads have looked like this for decades.
Guess – New blonde bombshell, same formula.
David Yurman – Simple beauty and black and white photos let the jewelry do all the talking.
Marc Jacobs – Lots of white space and Juergen Teller photos.
For the amount of money that companies shell out for ads, you would think that all companies would put more effort into what actually goes into the ads. Most ads are at the very least pretty to look at, but in a sea of pretty ads, the mediocre and under-thought out look even worse.
