The Berlitz Language Center campaign takes a creepy yet creative approach to illustrating the benefits of the company's services. It revolves around surreal portraits that depict another person emerging from the impossibly stretched mouth of the actual speaker. For instance, a Chinese man is revealed inside of an African American. This drives home the tag line, "Speak like a native."
Conceived and executed by Hakuhodo, an ad agency based in Jakarta, Indonesia, the Berlitz Language Center campaign is clever, if in a rather shocking way. It was art directed by Fahmi Rahmadiputera, Chokyan and Hoh Woon Siew with creative direction by Lucy Novita. The images were shot by photographer Clarissa Peddy and post-produced by retoucher Anka.
Creepy Double-Faced Ads
The Berlitz Language Center Campaign Promotes Flawless Foreign Speaking
Trend Themes
1. Creative Advertising - More companies will opt for creative and provocative advertising campaigns to capture the attention of their target audience.
2. Personalized Services - Companies will offer personalized services to cater to the unique needs of individual customers, such as language services that focus on speaking like a native.
3. Hyper-realistic Imagery - Brands will embrace hyper-realistic imagery in advertising to create a sense of intrigue and appeal to the senses of the audience.
Industry Implications
1. Advertising - Advertising firms and marketers can utilize hyper-realistic imagery and bold storytelling techniques to help clients stand out in the crowded marketplace.
2. Language Services - Language service providers can leverage the trend of personalized services and offer tailored courses that provide a more immersive experience and help learners speak like a native.
3. Photography and Post-production - Photographers and retouchers can cater to the increasing demand for hyper-realistic imagery in advertising and other visual media.