Ad annual edition 57
There is a book called ad annual. This book collects all the creative ads of the year and I just bought 57th edition. So, I chose an ad that I think it is really creative.
AD name: Life needs Ziploc
Brand: Ziploc
Product: plastic bags and containers
Client: People who need products that can organize their stuff
CA Annual page: 122
Section A (why these ads are creative)
There are three ads and each of them demonstrate mess, first with cereals, second with toys and last with tools. In the middle of the ads, there is a sentence saying “Life needs Ziploc”. I think these ads are most creative, because it shows the reason why people should use “Ziploc” to improve their life style. By looking at the ads for the first time, the customers can know what is the ads’ message.
Cleaning the mess is stressful, because it seems like infinite work. However, using “Ziploc” will make the cleaning faster and more effective. The ads are showing the situations without “Ziploc” which are total chaos and the sentence in the middle (Life needs Ziploc) emphasizes the benefit of using “Ziploc”. The three ads are telling the same message, they are basically saying that “Ziploc” will make your life easier.
Section B (ads details)
B1) Target profile: Professionals and parents (with young age children) who need to organize things in their house or in their jobs.
B2) Competitive set & Advantage: The products appeal to the people who have young age children and professionals who deal with many tools. Children and tools make mess in their place, so “Ziploc” offers solution with their products. “Ziploc” organizes the small products in their house and in their work places. This help them to organize their stuff easier and faster to find for later use.
B3) Communication problem: People might think that the plastic bags and containers are for food only. However, it can be used in many places. It is not only to store food, but to organize other small products.
B4) The Big Idea: People will need “Ziploc” to organize their small products and it will simplify the work.
Section C (ads metaphors and some alternatives headlines)
The printed ads portray problems which are the messes created by products in house or work place, also the ads portray the messes as major problems in our lives. That is why, the sentence in the middle (Life needs Ziploc) suggests “Ziploc” as a solution for these problems.
The ads are portraying messes at different places with different products. The first ad with cereal at kitchen, second with toys at kids’ room, and the last with tools at garage. They show variety uses of the “Ziploc” through these details.
Some alternative headlines that can be used are:
Everything is easier with Ziploc
Carry your personal storage with you
Don’t find extra hand when there is “Ziploc"
Nowadays, creative works crucial part to attract customers. Most of the people are tired of the ads from TV and radio, so it is possible for the customers ignore the ads. However, "Ziploc" approached the customers with creativity to make them aware of their products. This type of ads, do not make customers boring while giving all the information of the products.
