The Papermate Liquid Paper ad campaign takes on a very dramatic stance when it comes to its correction pen. It depicts it as a powerful force of good that can destroy the face of evil. Since many people, especially those with a stickler for grammar, do feel that typos are a form of evil, the angelic and heroic interpretations of this stationery staple is not so farfetched. It reads, "Right the wrong."
Conceived and executed by TBWA, an ad agency based in Kuala Lumpur, Malaysia, the Papermate Liquid Paper ad campaign personifies the products as an angel, white wizard and Perseus. The legendary scenes of the Devil, witch and Medusa's demise was art directed by Loo Kok Seng with creative direction by Chow Kok Keong and Saad Hussein.
Heroic Correction Pen Ads
The Papermate Liquid Paper Campaign Urges People to 'Right the Wrong'
Trend Themes
1. Personification Advertising - Personifying products as heroic or angelic figures creates a powerful visual representation of their value and purpose.
2. Dramatic Stance Advertising - Adopting dramatic and extreme stances in advertising can help to differentiate products and create a memorable impact.
3. Humorous Correction Advertising - Using humor in correction product advertising can provide a new perspective on a mundane product and increase engagement.
Industry Implications
1. Stationery & Office Supplies - By exploring new and unique ways to advertise mundane stationery products, companies in this industry can create a greater impact and gain a competitive edge.
2. Advertising & Marketing - The use of dramatic and impactful images in advertising can inspire a new creative wave in the industry.
3. Digital Media - Utilizing digital platforms to deliver humorous and engaging advertising content can increase brand awareness and engagement amongst audiences.