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So the other day, I was sitting around and

I was thinking to myself, what are my favorite advertisements?

What are the advertisements that really interest me the most?

Then I suddenly got this idea, why don't I go out, onto the street, and ask people

what their favorite advertisement is and what it tells them about the brand?

So I'm out here at IE University and I'm going to meet up with a whole bunch of

students, professors, teachers, etc., and ask them all this question.

Let's see what we find out.

Can you think of an advertisement that you've seen lately that sticks out

in your mind?

>> Yeah, there's been a few.

>> So for me, the ads that I always remember are the Polo/Ralph Lauren ads.

So they're always print ads and they are normally involving the same model,

who's really tall, brunette.

And there's always wildlife, so horses, and it's very cowboy-esque.

And it kind of,

I always think goes back to their roots rather than selling the clothes.

So I always look at them and find it quite amusing that they were trying to sell

like a 6,000 year old jacket.

But she's rolling in the mud basically [LAUGH].

>> Well, actually it's an ad for a PlayStation 2,

back in the early 2000s directed by David Lynch and

I don't know what the name is, but I would call it like the human bait.

And actually is about these two fishermen,

they're out in the middle of the ocean and suddenly one of them

just starts spreading flesh all over the ocean to attract sharks.

And just from nowhere, the guy just,

after he spreads the flesh, he just jumps into the ocean.

And he comes out, the message, just tell them that you've been there.

>> So one that's in my mind since I saw, that was last year, but

I saw in February this year in New York when I went to a event.

It was the giant, like the biggest printed ad, that a company did,

it's Embraer, it's an airplane company from Brazil.

They put that in Folha de Sao Paulo, the big newspaper in Brazil and

they are like 40 page, fold, fold fold, and they did that on Aviator's Day.

And it's gigantic, I want to put that on my wall.

So it was so impressive that print could do that.

Because print ads are not that cool anymore and when I saw it I was like,

man, I wanted this, it's like a gigantic infographic.

They were showing one of the big airbuses, a big like plane.

So I think that's the one that's always in my mind when I think in a printed ad.

>> Why did that ad stick out in your mind?

>> No text, there's no copy.

It's shot well, it's placed in a way that you first look at the visual and

your eyes directly go to the logo and the tagline.

>> And which I find interesting about that is that he essentially uses something so

close to nature to advertise a bank.

And you think of banks, and you see, whoa!

What does that have to do with anything close to something so

close in touch with nature?

So I find it very interesting that he uses, well,

that ING uses such an interesting analogue for

a story that essentially is about loaning money to people.

>> It's the way they're shot, they're very life-like and very not posed.

When you look at a lot of other high fashion brands they're very,

very posed and a bit kind of out there and weird.

Whereas these ones are very natural, they're always not shot to the best of

the ability, I think, sometimes a bit dark or overexposed.

And yeah, I just really like them [LAUGH].

>> And what does it tell you about the brand?

>> I think they sell the experience.

The experience that you already know something about it, but

you don't know the whole thing just because it's brand new.

And yeah, it keeps you excited.

It's just like the experience they are selling.

>> For me, Airbnb is about comfort, simplicity and home.

And it talks about no matter where you are or who you are, you belong to,

you go to somebody's house, you feel like home.

It's about comfort, and I think the ad says everything

about comfort, simplicity, and it talks about.

They're also adventurous.

I mean, you wouldn't see a penguin in a tree hole.

So the brand itself is actually an adventurous brand.

>> Okay, based on this ad that I saw, I think Embraer is for

sure powerful, because, I mean, it's a gigantic ad.

I think they're innovative, in the way they want to do it.

And I think they're want to be closer to the users,

closer to the community because we don't see Embraer.

We don't see airplanes adds in the magazines or in a paper very often.

And the way they want to approach because they use the Aviator day like it's

a Aviator, Aviator you say?

They published that on Aviator day.

So it wasn't their birthday, it wasn't anything like that.

They want to be closer to the community and then they used a paper print.

I mean it's such a technological piece, airplane, then why they use a printer,

a printed version.

So I think that was cool.

>> So there you have it.

We've asked lots of people what their favorite ads are,

why those ads are interesting to them and what does those ads say about the brands.

And what I found interesting was that most of the people liked ads that were

conceptual, that brought out the brand's identity and

the brand's values rather than just talking about the product.

So that's a lesson we can take home.

See you in the next video.

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What is Creative Advertising?

From Brand to Image: Creating High Impact Campaigns That Tell Brand Stories

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