Plane and simple

We've noticed some really nice outdoor ads on our respective commutes to Pure Towers recently(which will obviously please the advertisers!) but it's not just pretty pictures that have caught our eyes...

Emirates recently launched a series of ads which tap in superbly to the aspirational, flighty (pun intended) side of people's daily lives - they are telling us that it's not as far as we think to our dream holidays as we wait to embark on our not so dreamy daily commutes.

The clever bit from our perspective is how they have tied in targeted personalisation/ geo-targeting using station names in the Headline. Not least because the sites are all good old fashioned paper posters as opposed digital sites that offer so much more targeting and creative flexibility these days.

Although the 'personalisation' is important and very effective, there is something to be said for keeping it simple - the clear messaging ensures that the brand campaign is easily absorbed cross platform....unlike the effort below from Mitsubishi.

Whilst the creative idea is a good one in terms of salience of commuter messaging and location, the somewhat clunky copy and text-heavy ad makes for difficult reading...which in turn means the clever location targeting gets a tad lost and in turn loses impact.

#PurePoint