For my dad’s 60th birthday, my aunt converted old, family photos from screens to DVD. When my aunt and dad referred to the screen and carousel, they asked me if I knew what these terms meant? My only point of reference was the Mad Men Kodak carousel episode, in which ad man Donald Draper pitches a campaign to a toe-dipping Kodak Co. for their new line of “wheel projectors.”
His devastatingly poignant delivery showcases the evocative power of photographs. This scene coupled with the picture of my dad and his older brothers reminded me of the intense emotions an image can elicit.
The natural “awe” reaction made me think about advertising campaigns that use images to evoke a powerful emotion or reaction.
1) The “Seek Truth” Campaign
Created by Arnold Worldwide, these print ads urged kids to seek out the truth® behind what they’re being told by Big Tobacco. The gruesome images make me cringe.
2) Abercrombie & Fitch
Sex sells. Abercrombie & Fitch is a testament this truism. The retail store uses party-loving jocks and barenaked ladies living fantasy lives to attract impressionable adolescents. You walk into the store and are immediately exposed to skin. These racy images scream sex.
3) Benetton Pieta
United Colors of Benetton ventured into controversial territory in 1991 with the publication of “Pieta”, a photographic expose of the reality of AIDS. The photo of AIDS activist David Kirby was taken in his room in the Ohio State University Hospital in May 1990, with his father, sister and niece at his bedside. Taken by Therese Frare, this photo is filled with sorrow, pain and suffering.
4) Levi’s America “Go Forth”
Created by Wieden + Kennedy, this commercial features the American poet Walt Whitman and lines from his 1888 poem “America.” The audio is the original recording of Whitman’s real voice used in the Levi‘s spot. The audio paired with the black and white images arouse a patriotic feeling.
5) Coke Creatures: Viral Summer 2009 Dance Party
Created by Mother London, this entertaining viral video features a dance party inspired by gremlin-like creatures who love Coca Cola. When hearing the catchy beat and seeing the carefree dancers with odd yet cuddly creatures, you can’t help but smile.