Q&A: Inspire Me. What’s an Example of Great Advertising?
I love an ad that takes advantage of its medium. Take these double page spreads from Adidas Forever Sport for example. Open and close the pages, and the athletes appear to do crunches, lift weights, and stretch. Sure, print ads aren’t currently in vogue, but that doesn’t necessarily mean that the ads need to be stale.
These ads are a great example of an idea that many advertisers fail to grasp: You need to tailor your ads to your platform. Whether it’s a traditional or digital medium, you need to know how to tailor an ad specifically for the platform’s audience and its format.
It’s extremely common, for example, for a business to post the same image with the same text to all its social media platforms: Facebook, Twitter, Instagram. They’ll share a YouTube video to their Facebook page instead of creating a new Facebook post with the video embedded. It’s lazy.
Part of what makes a great ad is how well it fits with the platform on which it’s published. So get creative! Play with your format! One great ad on one platform is better than one mediocre one posted everywhere.