Santa Monica, California just launched an example of an advertising campaign that does it right: It has good copy and good design. The campaign plays off the children’s game of “One of these things is not like the others” to remind/teach people about the city’s no-smoking laws.
According to the New York Times, the advertising campaign is extensive, including ad wraps on the beaches’ garbage cans and posters at bus stops and A.T.M.s.
The advertisements all have three or four images with the words “One of these doesn’t belong …” or “One of these doesn’t belong here.” The best part — the images change according to where the ad is placed.
So, advertisements for restaurants show wheat, asparagus, breadsticks and cigarettes — each tied together in a similar manner. The ad copy? “No smoking in Santa Monica’s outdoor dining areas.”
Ads at the beach show a palm tree, a surf board and a cigarette. The copy says, “No smoking on Santa Monica’s beaches.”
Ads at bus stops show a wheel, a sign for a bus line, a bus token and an ashtray with a cigarette. “Please keep Santa Monica’s bus stops smoke-free,” the copy says. “It’s for our environment. It’s for each other. It’s the law.”
Ads at A.T.M.s show an A.T.M. screen, an A.T.M. keypad, a bank card and a stack of cigarettes. “Please keep Santa Monica’s A.T.M. lines smoke-free,” the copy requests.
The creative copy and design in this campaign together make a point quickly and easily, while being memorable — all things we strive to do in a good ad campaign.
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