This Clever Lock Ad Plays Up Competitors' Weaknesses
Cadhla Gray — August 19, 2015 — Marketing
References: adweek
TBWA came up with an ingenious bike lock ad, by designing a poster to show off the strength and durability of AXA's new 'Victory' lock while advertising its the flaws of competitors' locks.
The poster is made up of bits of broken locks found around Holland, the country of bicycles. These pieces make up the letters of the ad that spell out: "The lock that should've been on your last bike." While all these bits are from other brands' locks, the "O" in the dutch word for "lock" is made by the strong, intact Victory lock.
Ad campaigns often sell products by making digs at other brands, take political ads for example. However, oftentimes they are exaggerating or twisting the facts. The strength of this ad is that it merely displays the fact that other locks break easily -- plain and simple, no exaggerations necessary.
The poster is made up of bits of broken locks found around Holland, the country of bicycles. These pieces make up the letters of the ad that spell out: "The lock that should've been on your last bike." While all these bits are from other brands' locks, the "O" in the dutch word for "lock" is made by the strong, intact Victory lock.
Ad campaigns often sell products by making digs at other brands, take political ads for example. However, oftentimes they are exaggerating or twisting the facts. The strength of this ad is that it merely displays the fact that other locks break easily -- plain and simple, no exaggerations necessary.
Trend Themes
1. Clever Lock Advertising - Opportunity to create innovative and attention-grabbing ads that highlight the weaknesses of competitors' products.
2. Visual Storytelling in Advertisements - Using visually compelling elements, such as broken lock pieces, to convey a strong message and engage the audience.
3. Transparency in Marketing - Increasing consumer trust by presenting factual information without exaggeration or distortion in advertising campaigns.
Industry Implications
1. Lock Manufacturing - Chance to develop stronger and more durable locks that address the weaknesses displayed by competitors.
2. Advertising and Marketing - Opportunity to create innovative and engaging campaigns that utilize visual storytelling techniques to showcase product advantages.
3. Cycling and Bicycles - Potential for improved lock designs to enhance bike security and address the common issue of lock breakage.
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