With the help of the agency Grey, in Stockholm, Hawaiian Tropic sunscreen have been producing some interesting magazine ads recently.
The double page spread above (courtesy of Ivan at Ads of the World) is supposed to reflect the ‘before and after’ of using the Hawaiian Tropic sunscreen – you’re pink before and brown afterwards (obviously targetted at caucasian Westerners). The strapline reads, “ENJOY THE SUN.” Having known what the product was before viewing the ad, it understood the thinking. However, I can imagine it being confusing for readers who don’t know this particular brand / bottle.
One person suggested that the addition of textures to the paper might help, and goes on to believe it doesn’t work due to the approximation of tone. For me, this could easily be an advert for ice cream syrup / sauce – the bottle design resembles a treacle-like syrup container and the colours resemble strawberry and chocolate ice cream. Could this be subliminal to help you “enjoy the sun”? I doubt it.
Hawaiian Tropic have launched a new look to their packaging which I believe will help. Just not enough to save this ad however.
This older, more expensive magazine advertisement (which you might’ve seen here previously) is much more intriguing for me. How many print ads inside a magazine do you intentionally look at more than once? I’d not look at this one over and over, but then it’s not targetted at me.
I think there’s very little idea in the first example and very nice originality in the second.
Do you think these ads work?