Advertisers are often criticised for over exploiting the art and "leeching" out the fun from the communication.Rather that over the top or rather intrusive approaches,an out of the box approach which the consumers dont expect might just work fine.Catch them off gaurd and surprise them when they didnt expect anything and...Voila...you might just end up converting a prospective buyer into a loyalist.But off course after saying this, the medium of expression should have a logical semblance with the product or service being offered. Many a times out of the box ideas hit the wall because they are either too out of the place or do not connect with the audience.The key over here is: "Dont try too hard".Your customers are intelligent enough to grasp what you want them to convey.Catch them at the right place at the right time and half your work is done.Apart from this i personally feel that subtlety is an unexplored art.Dont say too much,Let the consumers get hitched to the idea,let them explore on their own and make out what needs to be communicated.This gives them a feeling of being mature,intelligent and approriately receptive to the communication.In India per se,subtle communication is far too ignored.But i cant complain as there are pretty differentiated socio-economic factors in our country which ask for rather in your face communication(which is at times is screaming!)In some mature markets the art of subtleness is well appreciated.Here are some of the ads which i find extremely intresting and creative.
A straw being used for communication of a gymnasiun is extremely well thought of.The part of the straw which folds shows a woman's body being streched backward.It demonstrates the benefits at the same time it conveys to the audience that joining a gym and working out was never so easy.Another example is of messages being printed on the eggs!Who ever thought of that! every morning when we either go out to buy eggs or they get delivered to your doorstep,you never expect anything flamboyant out of it.But surely eggs provides a rather fresh approach to convey some information againts its passive white shell.CBS has definately won some eyeballs with this strategy.Another winner for unconventionally placed ads is Ford motors.For its cargo trucks, they advertised on match boxes! the box when opened,showcased how ford trucks come with extendable cargo beds.This is pretty immpressive stuff.It actually engages audience in the communication and makes sure that the intended message in conveyed in the right fashion. Watch out for more posts on Out Of The Box Ads...
