Why I Chose These Advertisements

I selected these five ads because they all do something unexpected that caught my attention. The IKEA pregnancy test ad completely changed what a magazine ad could do – it wasn’t just something to look at, but something women could actually use, and then get a discount if they were pregnant. I thought that was really clever.

The Norwegian Air ad with “Brad is single” made me laugh because they were so quick to use the Brad and Angelina breakup news to sell tickets to LA. It shows how a company can jump on current events fast.

I picked the Fanta edible ad because who would think of making an ad you could actually eat? It’s so different from just seeing a picture of the drink – you could taste it right from the page!

The Jeep optical illusion ads were cool because they made me look twice. Depending on how you look at the image, you see either city scenes or wilderness, which perfectly shows how Jeeps work in both environments.

Finally, the L’Oréal “This is an Ad for Men” about women leaders flipped expectations by specifically targeting men to address gender inequality. I appreciated how it directly called out the people who needed to make changes.

All these ads stuck with me because they did something unexpected and created experiences beyond just showing a product.

IKEA

The IKEA “Pee on this Ad” was a unique and attention-grabbing advertisement from early 2018. The ad appeared in a Swedish women’s magazine called Amelia and featured a picture of a crib with the standard IKEA price tag.

What made it really unique was that it doubled as a pregnancy test. The ad contained a strip with similar technology to a pregnancy test, and if a pregnant woman urinated on the marked area of the page, it would reveal a special discount on the crib. The advertisement used pregnancy test technology that showed a hidden price when exposed to the enzyme found in pregnant women’s urine.

IKEA- “Pee on this Ad”

Description

Product: IKEA Sundvik crib Appeal: Novelty/surprise through an interactive print ad that functioned as a pregnancy test, revealing a special discount when urinated on by pregnant women Source: https://www.adweek.com/creativity/ikea-wants-you-to-pee-on-this-ad-and-if-youre-pregnant-itll-give-you-a-crib-for-cheap/

2. Objectives

• Generate publicity through innovative advertising
• Drive crib sales via targeted promotion
• Position IKEA as family-oriented and innovative
• Measurable through sales, discount redemptions, and media coverage
• Time-specific to magazine issue release

3. Target Market

• Primary: Women suspecting pregnancy
• Secondary: Early-stage expectant mothers
• Middle-income women of childbearing age who value practicality and innovation

4. Desired Action & Benefit

The desired action was to use the ad as a pregnancy test, visit IKEA to redeem the discount, and consider IKEA for future baby needs. Benefits: Financial savings, pregnancy confirmation, recognition as a new parent. Very unique and catches your attention – which is the entire purpose of the ad.

5. Value Proposition

IKEA understands new parents’ needs with practical, affordable solutions for growing families. Features/Benefits are the quality, affordable furniture, special “family price,” dual-purpose advertisement, cost savings, and feeling valued during a significant life transition

NORWEGIAN AIRLINE

Norwegian Air “Brad is Single”

1. Description of the Ad Product:

Norwegian Air flight tickets to Los Angeles Appeal: Humor and timeliness, capitalizing on breaking celebrity news (Brad Pitt and Angelina Jolie’s divorce announcement) Technique: The ad featured simple text on a white background stating “Brad is single” with a promotional fare to Los Angeles Source: https://www.adweek.com/creativity/norwegian-air-just-made-worst-brad-pitt-joke-and-put-it-newspaper-173515/

2. Objectives

Generate immediate attention through timely pop culture references. Drive ticket sales to Los Angeles. Position Norwegian Air as witty, current, and opportunistic. Measurable through immediate ticket sales spike and media coverage. Time-specific, leveraging breaking celebrity news.

3. Target Market

There are a few targets. Budget-conscious travelers interested in visiting Los Angeles. People are amused by celebrity culture and topical humor. Adults with disposable income for travel, particularly women who might be interested in Brad Pitt.

4. Desired Action & Benefit Action:

Book flights to Los Angeles immediately. Benefits: Affordable travel opportunity, feeling connected to current events and celebrity culture, experiencing a destination associated with glamour

5. Value Proposition:

Norwegian Air offers timely, affordable flights to desirable destinations with a sense of humor and cultural relevance. Features/Benefits are that they offer low fares to popular destinations, a brand personality that’s contemporary and entertaining, and the opportunity to visit the city where Brad Pitt lives

FANTA

Fanta “Taste the Feeling” Edible Ad

1. Description of the Ad Product:

Fanta orange soda Appeal: Novelty and sensory experience through an edible advertisement made with edible rice paper infused with Fanta flavor Technique: The print advertisement invited readers to tear off a piece of the page and eat it to taste Fanta Source: https://www.adweek.com/creativity/fanta-created-tasty-print-ads-you-can-actually-eat-made-rice-paper-infused-flavor-171487/

2. Objectives;

Create sensory brand connection beyond visual advertising. Generate word-of-mouth publicity through innovative format. Reinforce Fanta’s brand identity as fun, playful and innovative. Measurable through social media mentions and consumer engagement. Time-specific to magazine distribution periods.

3. Target Market Primary:

Teenagers and young adults who consume carbonated beverages. Innovation-seeking consumers interested in novel experiences. People who enjoy fun, playful brands and are willing to try unusual experiences.

4. Desired Action & Benefit Action:

Physically interact with the ad by tearing and tasting a piece, purchasing Fanta, share the unique experience with friends. Benefits: Immediate sensory gratification, participating in a novel experience, feeling connected to an innovative brand

5. Value Proposition: “Fanta delivers fun, unexpected experiences and vibrant orange flavor that engages all your senses.” Features/Benefits: Distinctive orange flavor, interactive brand experience, shareable moment, connection between advertising promise and actual product taste, memorable brand touchpoint that goes beyond traditional advertising

JEEP

Jeep “See Whatever You Want to See”

1. Description of the Ad Product:

Jeep vehicles (specifically promoting off-road capability) Appeal: Optical illusion and clever visual design that captures audience participation and interpretation Technique: Print ads showing ambiguous images that can be interpreted two ways – typically as both an urban scene and a wilderness/adventure scene depending on perspective Source: https://www.adsoftheworld.com/campaigns/see-whatever-you-want-to-see

2. Objectives

Reinforce Jeep’s versatility for both urban and off-road environments. Strengthen brand positioning around freedom and adventure. This creates engaging visual experience that increases ad memorability. Measurable through brand perception metrics and engagement. Time-specific to print campaign release schedule.

3. Target Market Primary:

Adventure-seeking consumers who value versatility in vehicles. Urban drivers who occasionally escape to nature. Adults with active lifestyles who appreciate both city convenience and outdoor exploration capabilities. The ad in itself says unique and eye- catching capabilitites.

4. Desired Action & Benefit Action:

Consider Jeep for next vehicle purchase, engage with the visual puzzle of the ad, associate Jeep with personal desire for freedom Benefits: Vehicle versatility for multiple environments, sense of escape from ordinary driving, belonging to a brand culture that values adventure and personal choice

5. Value Proposition

Jeep offers the freedom to navigate both urban life and wild adventures with a single vehicle that adapts to your changing desires. Features/Benefits: All-terrain capability, urban practicality, cultural cachet of the Jeep brand, freedom to choose your own adventure, versatility that accommodates changing lifestyle needs without compromise

LOREAL

L’Oréal “This is an Ad for Men” (Gender Equality Campaign)

1. Description of the Ad Product:

Corporate initiative promoting gender equality in leadership positions Appeal: Ethical appeal and subversion of expectations by directly addressing men about women’s leadership Technique: Provocative headline “This is an Ad for Men” followed by content encouraging male executives to hire and promote more women to leadership roles Source: L’Oréal’s corporate social responsibility campaigns; featured in business publications and corporate channels

2. Objectives

Change hiring and promotion behaviors among male executives. Position L’Oréal as a champion for gender equality in business. Create conversation about gender disparities in leadership. Measurable through industry discussion, corporate reputation metrics, and eventual demographic shifts. Time-specific to coincide with gender equality initiatives.

3. Target Market

Male executives and decision-makers with hiring authority. Business community and corporate leadership broadly. HR professionals and corporate boards involved in succession planning and leadership development. Standing out as the corporate world are minimizing women in leadership roles, expecting to be heard with this type of eye- catching ad.

4. Desired Action & Benefit Action:

Consider and hire more qualified women for leadership positions, recognize unconscious bias in hiring practices Benefits: Access to broader talent pool, improved company performance through diversity, enhanced corporate reputation, alignment with evolving societal values

5. Value Proposition

Companies with gender-diverse leadership perform better, and L’Oréal is leading by example. Research-backed business case for gender diversity, association with progressive corporate values, practical pathway to implement equality initiatives, belonging to forward-thinking business community, improved corporate performance and innovation