The project assignment: You will be creating an 8.5”x11” print advertisement for a national retail brand. You will select a household brand. These are national brands that you would find carried at large retailers like Walmart or Target. You will promote a product extension of this brand. Product extensions exist when a company introduces new products in the same category such as flavors, forms, colors, added ingredients, package sizes.
I chose Old Spice because the TV advertisements I'd seen were very funny and clever, so I thought it would be fun to create an ad for them. I ended up focusing on their new product with Downy, the Old Spice scented Downy's Unstopables (in-wash scent boosters). I came up with several different concepts, but the idea of the laundry room transforming into a fun, manly place because of this product was my strongest one. The headline, "The new man cave", being a neon sign was one of the main ideas from the beginning, because I wanted it to emulate neon signs you'd find at a bar or a typical man cave. Creating the laundry room around it was a process, as I was unable to create and photograph the perfect man cave laundry room for this project, I had to find images that could work. I was able to photograph the product but getting the right lighting to match the laundry room was difficult. For the body copy, I knew I needed to make it clear why this product would make the laundry room so attractive to men, so of course it's focused on "manliness".
The strongest part of this ad was the concept, and the neon sign turned out good as well. The actual product may not have enough emphasis, though, as I struggled with finding a good balance between the sign and the product size, while still maintaining a realistic product size.