It's a tough market out there. In recessionary times there simply isn't the money to splash out on photo shoots in the Bahamas. Yet agencies still have to deliver campaigns that help brands stay afloat. So how do you make a lasting impression with an eye-wateringly tight budget?
Whatever the brand and whoever the audience, an ad really needs to have a different air about it to stand out and make people take notice. However, it's vital to have that extra something too. The ad needs to have a unique way of communicating to encourage the reader to think harder and take in a positive message.
EXOREX Psoriasis
This is quite a simple idea: anyone taking Exorex will feel so confident that they'll remove almost all of their clothes before wandering through Tesco. Unfortunately, we've seen it before in advertising for deodorants, another area where the idea of confidence is what sells. Having seen other executions featuring attractive models with very little clothing on, we reckon the clients might have spent Christmas sweating over the ABPI Code nudity clause, although in psoriasis treatment it's always debatable. An idea like this isn't helped by the unrealistic way in which it's executed. It looks as if the models have been added in at the last minute and everyone seems a bit too young, a bit too good looking, a bit too smart and are all trying a bit too hard. It all leaves us feeling a little suspicious.
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