Gaz Metro: Heat

To promote infrared heating devices, Gaz Metro executed a surprising media creativity campaign.

On the Internet, the text surrounding the banner becomes red, replicating the effect of a Gaz Metro heating device. In an unusual addition; the original black text turns red when in contact with the mouse.

In the newspapers, the text above the banner appears red, giving the impression that the actual editorial is heating in contact with the ad. In a second execution, the text appears blurred like a wave of heat escaping from a heater.

9 comments

Guest's picture
Guest

we get it, but do usual readers get it?

don't think so ;)

jamesrothenburg's picture
jamesrothenburg
554 pencils

Why wouldn't they? Are you that much smarter than the general public?

don't think so ;)

Dale's picture
Dale
370 pencils

I actually agree with the Guest commenter. We get it because we have a description and the accompanying images. As a member of the general public I would likely be annoyed at this and quickly click elsewhere for my news.

- The only thing more rare than a good ad is a good guest comment -

jamesrothenburg's picture
jamesrothenburg
554 pencils

I absolutely hate when someone says "well, I understand this. But I don't think the general public would". It's something you hear all the time from clients that are afraid to do interesting advertising. Fuck off. You are not more intelligent than the average person. An ad about heating that turns the text around red is not hard to understand. Learn to think like a consumer. It's not hard to do. They are the same as you.

teenie's picture
teenie
1894 pencils

I agree. We're ad people and we're consumers, too. We're no better or worse than the average consumer. If we can't understand that, I think we're doomed to making crap ads.

Dale's picture
Dale
370 pencils

I love when I can agree with the criticism levied against my own post. I absolutely dislike the elitist attitude that is inherent in any comment that refers to how 'other people' will interpret an ad. At the same time I see myself as one of the millions seduced by advertising and think that this isn't getting it.

Turning text red for a heating ad might be clear, but it's pretty damned annoying. People visit this site for news and if you screw that up, why on earth would you expect them to come back? You know what else clearly grabs attention: sites with flashing, epileptic fit inducing ads promising an iPod. They always get my attention and then they always get blocked and I never visit them again.

Remember the consumer wants to be informed about something that is relevant to them, something that will make their life better. Visiting a site to find information and then having that information distorted, mangled and generally screwed up is not going to appeal to anyone. Would you be commenting here if all the text turned red and the image burned up when you just wanted to see an ad?

- The only thing more rare than a good ad is a good guest comment -

teenie's picture
teenie
1894 pencils

Love the wonky English. They've no excuse--they do these things in both official languages. Grr.

Anyway--interesting idea, but it would be easier for us to comment if we could experience it for ourselves.

Guest's picture
Guest

its not that annoying. not bad. it grabs you and then lets you read again.

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