1. Aleesha Crimmins
Creative Strategies
Creative File
September 28, 2014
The print ad for Allstate Insurance Company from Leo Burnett’s objective is
action, to stop texting and driving. The print ad is used for Allstate’s campaign to
‘Delete Text Driving.’ The target is people who multitask in the car, specifically use
their phones, obvious people who drive, but younger generation where the sense of
invincibility is present. But it is supposed to be directed to anyone that drives and
uses a cell phone. I am a member of this group because I drive and sometimes use
my cell phone and do not always link cell phone usage with car accidents like this
image is showing. The one benefit is that it shows that if you do not text than you
will not get in a car accident or the likelihood of getting in one will decrease
drastically, it is ensuring your safety. The tone is made believable by the vivid
picture of the broken screen as a car windshield. The tone is very in your face and
bold with a serious undertone that is apparent.
The ad is very powerful with a visual dominance. The cell phone with the
cracked screen and the image of inside the car is very visual as well as powerful. The
picture captivates the audience’s attention because most people understand the
consequences of driving and texting but do not always link the two in regards to
what could happen to them. The creative understand the audience because this is a
serious issue that is relevant in our society today, car accidents due to texting or
being on the phone in general and these accidents could be stopped if we realize the
significance of texting and driving. The visual imagery and emotional connection
with the audience is what really brings this print ad to life, the emotional connection

2. draws from the visual aid because right when you see this ad you are struck with an
emotion usually sad and understanding. The color of black really brings all your
focus to the picture, which is what the creative was trying to do. This ad is quite
affective it is clear what the benefit is and what the objective does without getting
away from the ad. Most people agree that driving and texting is a poor idea and the
ad clearly states the repercussions of doing those two acts with the visuals and
mood of the ad.
The objective is awareness, trying to show that the Kia Sportage is new with
a rearview camera that provides uniqueness to the car and car type. The target
audience is individuals who do a lot of traveling with a group, or a family that wants
the ability to have nice features with the sporty feel to it that is cheaper than
luxurious cars. Also, active people that use their car for more than just driving
places, it is apart of their lifestyle. The benefit to the audience is a unique car that
has special features that provides a car that is different from the rest. The tone is fun
and unique.
The audience’s attention is captured with the fact that there are cars in the
drive-in facing the screen while the Kia is facing away with the couple watching the
movie from their rear view camera. Yes, the visual dominant ad is relevant to the
small print “the new Kia Sportage with rear view camera.” The emotional
connection to the audience is that it is different and everyone deserves a car that is
unique and is exactly what they want. The benefit is conveyed and supported by the
visual of the people watching the movie from their rear view camera, shows that it is
high quality and that they do not have to be like every other car in the lot.

3. This billboard ad from Apple’s objective is preference/action, people already
know about Apple and it is reminding people or Apple users that it still has the best
assortment of apps and the best device as well as requiring action from everyone to
buy an iPhone as well as purchase from the App store. The target audience is young
people who crave for individuality and choices that want to be socially accepted by
purchasing an iPhone and accepted by society as well as technology users. The
benefit to the audience is that it’s made for everyone but still being unique. The
benefit is made believable by showing an iPhone on the side of an apartment or
hotel with different rooms signifying the different apps, with the words saying
“Different people different apps.” The personality is unique, fun, and confident.
The audience’s attention is captured by the visually dominant billboard on
the building with design of an iPhone. The visual as well as the headline is very
relevant to the audience because people are looking for Apple and iPhones to not
only be their number one choice for technology but also allow them to express their
individuality and this billboard emphasizes its importance and understanding for
people’s individuality and creativity. The emotional connection to the audience is
fun and understanding what the audience wants and needs. The art director chose
this location because it would not fully represent what Apple stands for and it gets
the point across in the most creative and interesting way, which is what Apple
desires. Placing a billboard on a building with a picture of an iPhone, which is how
the benefit is supported and conveyed. This ad is quite affective it shows what the
iPhone does (i.e. providing apps for everyone) it is not only creative but simple.

4. The Grand Pix award went to Mercedes-Benz for their outdoor project “The
Invisible Drive,” of awareness of their vehicle’s zero-emissions technology. The
demographic was people who wanted a luxurious car that want to save the
ecosystem by being eco-friendly, also able to afford Mercedes-Benz and looking for
some social acceptance. The benefit to the audience is that the car will not emit
pollution from the tailpipe causing it to be eco-friendly but still have the Mercedes
luxury. The benefit is made believable by the project Mercedes-Benz was cloaked in
LED lights that made it seem invisible. The tone of this ad was fun, artistic, eco-
friendly, and cool.
The audience’s attention was captured pretty easily, with a car that looked
like its surroundings, appearing to be invisible. The ad was outdoors so it was all
visual because it was a Grand Prix winner. So the visual had to be relevant to the
audience understanding what the luxury car owners are looking for wanting an eco-
friendly car that when you drive it, it is like driving an invisible car because you are
not affecting the environment in a bad way. The emotional connection to the
audience is understanding because of the fact that Mercedes-Benz is giving them
their typical luxury car with the ability to not harm the environment understands
what people want—a better world. The overall mood of the ad is cool and sleek. The
art director chose the setting because it is one thing to create an add that says our
car is eco friendly but it is another to create a car that is a visual metaphor to being
like an invisible car because it is so safe for the environment. The ad asks for people
to not only purchase a luxury car that they will love but purchase a car that the
environment will love as well. This ad is beyond effective with its creativity and
ability to be outside the box. It is literally an invisible car, which is reaching the
target and metaphorically saying this is what the car does without being straight up
about it. People will react more to this Grand Prix ad than a regular print ad, TV ad
etc.

5. The objective of this McDonald’s print ad from DDB, Johannesburg, South
Africa is action, with providing children’s birthday parties at McDonald’s that way
they can feed and take care of the wild and crazy children. The target audience is
families that are celebrating birthdays that might not want to deal or have the room
to take care of younger children and want to provide a good birthday party at a
different location such as McDonald’s-the target is primarily mothers. The benefit to
the audience is allowing someone else watch and feed the children while you get to
relax and enjoy your daughter or son’s birthday celebration. The benefit is made
believable because of the dominantly visual ad with the tag line “Make Theodore our
problem” and “have your kid’s birthday part at McDonald’s.” Hosting a birthday part
means that you have to welcome your child’s monstrous friends into your house but
instead of that you can let McDonald’s deal with them. The tone of the ad is funny
and bold.
The audience’s attention is captured by the monster with a birthday hat
walking up to the door as well as the tag line at the bottom of the print ad that
allows the visual and the verbal to connect in a way that ensures McDonald’s is the
best by insinuating that they will feed and take care of the monstrous children so
you do not have to. The whole ad is relevant to the audience because mother’s or
parents can be overwhelmed with the thought of having a group of children with
different personalities in one house at the same time for a party and McDonald’s and
the agency shows that they understand the concerns of the parents and coming out
and saying that you do not have to deal with that on your own McDonald’s is the
perfect place to have parties. The emotional connection to the audience is family-
oriented. The overall mood of the ad is humorous and fun. The director chose this
because it has a hidden chaotic feel to it, like one would receive hosting a children’s

6. birthday party, while the monster looks cute it is still a monster and brings chaos
where it goes and McDonald’s is showing that they understand what kids could be
like and are willing to deal with them for you and your children’s enjoyment. The
benefit is conveyed by the monster (visual) and the printed words at the bottom of
the ad, which is how it is supported. The ad asks the reader to trust McDonald’s with
your child’s party and to call them because they understand what the kids want and
how to deal with them. The ad is quite effective to take a mother’s or parent’s
serious situation dealing with numerous children at the same time and bringing
humor into the situation by the monster, but also showing that they are willing to
deal with them for you so you can just enjoy the day without being overwhelmed. I
am not apart of the target but would assume that the target audience would
understand McDonald’s mission and react positively by calling McDonald’s for their
child’s birthday parties. I would react more to the strategy because I would know
what it is like to have a birthday party for the child and how much effort and work
goes into it so it would be nice to have someone else worry about it for once but the
execution ties in perfectly with the strategy.