This document analyzes various advertising campaigns based on their creative objectives and methods. It examines campaigns from Bent Water Brewing Co., Crest, Animal Welfare Institute, The Urban Mutt, Squirrel, Women's Aid, Gymbox, and Ali Cafe. For each campaign, it identifies the advertiser, campaign details, creative method used, and provides an analysis of how the campaign achieves its objective according to concepts from the textbook "Advertising & Integrated Brand Promotion." The document aims to define brand images, situate brands in social contexts, scare consumers into action, persuade consumers, link attributes to brands, leverage social disruptions, affect consumer feelings, and transform consumption experiences.

1. Lee Ann Wesley
Advertising Case Studies
3/3/22
Paper #1 Creative Objectives and Methods
Define the Brand Image:
Advertiser: Bent Water Brewing Co.
Name of campaign/focus of ad: Can design campaign
Method: Image ads

2. Screenshot:
https://www.adsoftheworld.com/media/print/bent_water_brewing_bent_water
Analysis: This campaign of visual ads from Bent Water Brewing Co. reinforces their
brand image. According to the textbook, defining the brand image is typically achieved visually
and in this example, the advertiser is showing their brand through the eye-catching design of
their ad. The method used in this example is an image ad. This ad does have copy as well, but
what the reader will remember is the visual elements in the image. The design of the ad emulates
the fun and different designs on the cans of beer, which is unique to their brand. According to
Ads of the World, Bent Water Brewing Co. is known for their cool can designs and used this

3. campaign to show consumers their unpretentious and creative approach to craft brewing.
Carrying this over to the campaign reinforces that the brand is focused on what makes them
different and shows the seamlessness of their creative approach.
Situate the Brand in a Social Context:
Advertiser: Crest
Name of campaign/focus of ad: Questionable filters
Method: Slice-of-life ads
Screenshot:
https://www.adsoftheworld.com/media/print/crest_questionable_filters
Analysis: At first glance, this Crest ad seems silly, but I do think it is a great example of
giving the brand social meaning. Our textbook tells us that advertisers know that when they place
their product in the right social setting, their brand takes on some of the characteristics of its

4. surroundings. In this case, Crest is trying to communicate their product in the social setting of
video calls. In the past two years, nearly everyone has grown accustomed to using Zoom or
Microsoft Teams to meet with people instead of meeting in person. Crest uses the method of a
slice-of-life ad by placing their brand into a specific social context, with that context being the
video call. For most people, this is a part of our daily lives now. The “Questionable filters,
unquestionable smiles” headline is telling the readers that no matter how dumb of a filter
someone uses on a video call, what is really important is the smile behind it. Crest’s products
aim to help whiten teeth and get rid of cavities, so this campaign reinforces this. With everyone
being used to seeing others virtually, Crest is trying to communicate that having a great smile
never loses its value.
Scare the Consumer into Action:
Advertiser: Animal Welfare Institute
Name of campaign/focus of ad: Deadliest Shark Attacks
Method: Fear-appeal ads
Screenshot:

5. https://www.adsoftheworld.com/media/print/animal_welfare_institute_deadliest_shark_attacks
Analysis: This ad by the Animal Welfare Institute uses a fear-based ad to educate readers
about animal welfare issues. In this Shark themed example, they show a scary shark mouth to
show that the scariest shark attacks are by humans, where sharks are taken out of the ocean and
thrown back in after their fins are cut off for a delicacy called shark fin soup. This act leads to

6. the sharks dying a horrible death and messes up the balance of the oceans. According to our
textbook, a fear-appeal ad highlights the risk of harm of not using the advertised brand or not
taking some recommended action. This ad falls under the part of the fear-appeal ad that shows
what happens if the reader doesn’t take the recommended action. The recommended action in
this case is for the reader to educate themselves on this issue and help stop it. Without us
following this action, this issue will continue to happen. The book also tells us that it can be
tricky to do this ad right without it being too much. With this example, it uses an adequate
amount of fear and facts to inform the reader about what is happening to the sharks and how we
can help.
Persuade the Consumer:
Advertiser: The Urban Mutt
Name of campaign/focus of ad: Scraps
Method: Reason-why ad

7. Screenshot:
https://www.adsoftheworld.com/media/print/the_urban_mutt_scraps
Analysis: In this ad, The Urban Mutt is promoting their premium homemade dog jerky
treats. At first, it’s a little hard to tell what the ad is trying to accomplish, but it makes sense once
you get it. This campaign intended to show that the dog will love these treats so much that they
won’t even want the scraps we leave behind from dinner. This campaign is trying to persuade us
to buy these treats for our dog. It uses the method of reason-why by showing that the reason why
we should choose these treats is because they are a high quality option that our dog will love
even more than the fries we drop on the ground. This also means our dog would be eating a great
treat rather than the junk from our meals. Our textbook tells us that ads try to persuade the
consumer by convincing the consumer through argument that the advertised brand is the right
choice. In this case, the argument goes without saying. The Urban Mutt directly shows why the

8. consumer should choose them. This ad also gets the consumer to think about what the advertiser
is saying. It assumes the dialogue between the ad and the consumer, like the textbook talks
about. The ad here comes with the dialogue of “This is why you should choose our dog treats,”
and the consumer is expected to respond. Although this ad approach seems very simple and easy,
The Urban Mutt ad does catch your attention and gets you to think of what it is trying to
communicate to the consumer.
Link a Key Attribute to the Brand Name:
Advertiser: Squirrel
Name of campaign/focus of ad: Brand relaunch
Method: Unique selling proposition
Screenshot:
https://www.adsoftheworld.com/media/integrated/john_b_sanfilippo_son_squirrel_brand_relaun
ch

9. Analysis: This campaign from Squirrel was intended to reestablish their brand in the
market. Squirrel has been making nuts since 1888, and the advertiser wanted to have a place in
the busy market today when new products are constantly rolling out. According to Ads of the
World, Squirrel wanted the new design to reinvent the brand while celebrating its unique legacy
and heritage. The rebrand also needed to drive taste appeal, highlight Squirrel’s exquisite flavors,
ingredients, and combinations. In light of this campaign, I think it is an example of linking a key
attribute to the brand name. In this case, Squirrel wants consumers to think of their brand as the
most experienced and unique name when it comes to nuts, while still keeping focus on the nut
itself. Squirrel’s long history and background helps them accomplish this, as well as their
rebrand that includes Zip the squirrel. With newer and less experienced nut brands, it would be
harder to accomplish this. Since Squirrel has been around forever, they have a way to establish
themselves and they have the upper hand in getting consumers to link certain attributes to them.
Our textbook talks about how it is usually better and easier for a brand to link to only one
attribute because more than one can get messy and confusing. In this campaign, Squirrel is
linking more than one attribute, but they complement each other. Like our book says, two can be
used if they are complementary, like strong and gentle. With Squirrel, linking attributes like
iconic and quality go hand in hand.
Leverage Social Disruption and Cultural Contradictions:
Advertiser: Women’s Aid
Name of campaign/focus of ad: Love is…

10. Method: Tie Brand to Social/Cultural Movement
Screenshot:
https://www.adsoftheworld.com/media/integrated/womens_aid_love_is
Analysis: This campaign by Women’s Aid is a serious take on Valentine’s Day
advertisements. Many ad campaigns that come out around Valentine’s Day are showing people
what love is, what they should get for their partner, and so on. This campaign, according to Ads
of the World, was meant to disrupt people’s expectations of the holiday and teach them about the
signs of unhealthy relationships and coercive control. The ads use the title “Love is not” with lots
of examples of a controlling and abusive relationship. The screenshot above is one example, and
others included “Love is not monitoring your time” and “Love is not repeatedly putting you

11. down.” This wording, according to Ads of the World, was used to flip the usual Valentine’s Day
ad messages of “Love is…” on its head. This objective and campaign uses the method of tying
the brand to a social/cultural movement. The movement in this case is awareness of domestic
abuse. Women’s Aid aims to prevent abuse until women and children are safe, so it makes sense
for their ads to be tied to this movement. They also took the chance at this holiday to bring
awareness to the issue since Valentine’s Day is all about love. This ad campaign is very
obviously advocating about this issue. Since the organization was created to prevent abuse, the
way the message is communicated is more blunt, direct, and makes more sense than a brand like
Pepsi advocating for Black Lives Matter. This campaign is also a way to show that Women’s
Aid is here to help in this issue and that people can rely on them to be advocates for abuse
victims. Overall, it is fitting that Women’s Aid campaigns would be raising awareness for the
issue that they are trying to help with by showing informative examples of an unhealthy
relationship.
Affective Association: Get the Consumer to Feel Good about the Brand:
Advertiser: Gymbox
Name of campaign/focus of ad: Some things only make sense at Gymbox
Method: Humor ad
Screenshot:

12. https://www.adsoftheworld.com/media/outdoor/gymbox_some_things_only_make_sense
_at_gymbox
Analysis: This campaign by Gymbox is meant to show the unique and fun classes that
they offer at their gym. According to Ads of the World, this campaign was intended to show that
gym life can be unpredictable, unusual, and more fun. Gymbox, a London based fitness chain, is
trying to target anyone that wants to get fit in a more untraditional way. The headlines in this
campaign are meant to read as parts of conversations that only make sense in the context of
Gymbox. Classes there have names like Euphoria, Hangxiety, Drill Sergeant, and more. These
names aren’t your usual gym class names, so the ads show how odd it might sound when talking
about your gym class to someone else in a normal conversation. This accomplishes Gymbox’s
goal of being unique and offering fun new ways to get in shape. For example, if you tell someone
what the snippet on the ad above shows, they will probably be really confused. This gives you
the chance to explain the classes you went to at Gymbox. This campaign is meant to get the

13. consumer to feel good about the brand and the benefits they are receiving from it, and the
method used is humor. The ads in this campaign feature very silly conversations that leave you
laughing and a little confused until you read the other copy, which says “Some things only make
sense at Gymbox.” The copy also informs the consumer that they offer over 100 classes, which
gives the consumer so many options to try. Overall, Gymbox intended to get the consumer to
want to try their gym classes for their nontraditional and unique aspects, and did this by coming
up with humorous one-liners that promote the classes themselves.
Transform Consumption Experiences:
Advertiser: Ali Cafe
Name of campaign/focus of ad: The French Taste
Method: Transformational ad
Screenshot:

14. https://www.adsoftheworld.com/media/integrated/ali_cafe_the_french_taste
Analysis: This integrated advertisement for Ali Cafe was meant to promote their French
Roast coffee. This ad was shown digitally and outdoors. The objective in this campaign was to
transform the consumption experience and they did this by showing how your morning can be
transformed by drinking their coffee. Our textbook states that the advertiser may use this
objective by providing anticipation about using the product and help create positive memories
about the brand before the consumer has even used it. In this case, Ali Cafe wants the consumer
to anticipate how great the coffee will taste; they do this by the visuals of the fresh coffee and
detailing the benefits of the product in the body copy. The body copy states, “Start your day with
a cup of freshly brewed coffee that rejuvenates your senses, stimulates the mind and provides
you with increased energy levels to take on the day.” This copy is obviously pushing how great
the results of drinking the coffee will be, and hopefully the consumer will remember that Ali
Cafe was part of them having a good day. Our textbook also tells us that the transformational
method is used to make the consumption experience better. It aims to create a brand feeling,
expectation, and mood that are activated when the consumer uses the product. In this example,
Ali Cafe wants consumers to have them positioned in their mind in a good way before drinking
their product, which will transform the way that they experience the coffee.

15. Works Cited
O'Guinn, T. C., Allen, C. T., Semenik, R. J., & Scheinbaum, A. C. (2015). Advertising &
Integrated Brand Promotion (Seventh). Cengage Learning.
Ads of the World™. RSS. (n.d.). Retrieved March 1, 2022, from
https://www.adsoftheworld.com/