Whilst we are all for media creativity and generating IMPACT and STAND OUT in conventional, traditional newsprint environments - we can't help but feel that the Metro has somewhat overdone it today and 'sold out' on the less conventional creative formats they offer.
On pages 26/27, Halifax has made the most of running CHECKERBOARD placements across the spread to deliver multiple messages and amplify their EXTRA proposition.
Turn the page and we see that Ryanair has adopted the break-out creative ZIG-ZAG format. Rather than being impactful, this actually appears overly busy and - confusingly - almost an extension of the Halifax EXTRA ads due to colour similarities and as a result of running these formats consecutively...
As if that wasn't enough, turn the page again and another ZIG-ZAG format is running across the spread on pages 30/31.
Usually, we would deem this to be a highly effective use of space, demonstrating media and creative teams working in synergy to deliver the Relish ad within newsprint. Instead, with today's spreads the concurrent 'unconventional' media formats have far less impact - and frankly look conventional!
This has resulted in a sequence of busy spreads, with a mish-mash of editorial squeezed in throughout.
It seems as though Metro has lived up to its front page headline and forced the advertisers into a constricted space; no Extra value and hardly something to Relish!
#PurePoint
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