ZMG Newspaper Marketing Association: Lilliputian

Where ads stand out every day.

Advertising Agency: Ogilvy, Frankfurt, Germany
Chief Creative Officer: Dr. Stephan Vogel
Executive Creative Director: Dr. Stephan Vogel
Creative Director: Helmut Meyer
Copywriter: Lothar Mueller
Art Directors: Till Schaffarczyk, Christian Kuzman
Photographer: Norman Konrad, Stockphotos
Art Buyer: Magdalena Ignatowski
Account Supervisor: Michael Fucks
Advertiser's Supervisors: Dr. Joachim Donnerstag, Markus Ruppe
Retouching: Paul Schäfer / E-N-D-I-S-T


JimCompton-Hall's picture
64 pencils

This initially seems like a nice concept - simple, clear and immediately gets across the message. But I think there is a huge flaw in that message.

This isn't how good media placement works. The adverts that will attract the most of the right audience are likely to be the ones that hold the most relevance to the the surrounding medium. I understand this is supposed to be somewhat metaphorical but I believe it's sending the wrong message. I can imagine clients, after seeing this, demanding their video game advert be placed in the politics section of a newspaper rather than the entertainment pages (simply because it will stand out more).

Sorry Ogilvy but for that reason I think these adverts are a bit of a blunder.
Also, as noted by some on Facebook, the annotations are unnecessary.


GrumpyArtDirector's picture
862 pencils

Very interesting point, Jim. Also, terrible photoshop.

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