Tag Archives: print ad

Movado: An Ad Worthy of an Art Museum

There’s a class of ads for luxury brands found in upscale magazines like Vogue and Vanity Fair that utilize images and little, if any, copy. The advertisers take it for granted that the reader is familiar with the brands, therefore no explanation is necessary.

Movado is one of the brands that advertise this way. According to Wikipedia:

The company is known for its iconic Museum Watch which is defined by a single gold dot symbolizing the sun at high noon, the hands suggesting the movement of the earth. The original Museum Watch was the first wrist watch to be displayed at the Museum of Modern Art and was designed by the American designer Nathan George Horwitt in 1947. Edward Steichen, the rewnowned photographer and director of the photography department at New York’s Museum of Modern Art, proclaimed Horwitt’s design “the only truly original and beautiful one for such an object”.

True to the artistic origins of the timepiece, the ad agency has crafted an image worthy of being framed and hung on the wall. We like it.

By Marc Librescu


Rachel’s: Pomegranate Yogurt With A Sigh

This ad for Rachel’s Natural Yogurt prominently features an image of a flower on a spoon. The copy reads:

Ever wonder if there’s a flavor in yogurt that you haven’t tasted?

I can honestly answer this question with an emphatic no. The ad is now pointless.

The lessen here is that if you’re going to pose a question in your ad, it would be a good idea to be sure of the reader’s answer in advance.

Here’s a short list of questions that one can reasonably be sure the reader will answer affirmatively:

  • Ever wish you had more money?
  • Ever wish you didn’t have to die?
  • Ever wonder why Paris Hilton is famous?

I look at the photo and I think: They have yogurt that tastes like flowers? I keep reading and I learn that the flavor is pomegranate açaí. I know what a pomegranate is, but what’s an açaí?

If the flavor is pomegranate açaí, then what’s with the spoon flower?