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.
[MUSIC]
