AdWars January 2015
21st Century Advertising: History ADOT AGAINST WARS CAMPAIGN
ADVERTISING WARS
Apple Corporation and its new Advertising for Retina iMac
23 APPLE WATCH. RETINA. ADVERTISING. 4 6 8 18 History of Ad-
20 fascinating
Adot Against
The Greatest
vertising. The
facts about
Wars Campaign.
Brandversa-
future of adver-
advertising.
tising looks to
The first email
be limited by
spam was sent
only imagina-
by Canter &
tion.
Siegel law firm in 1994.
The new prints campaign of ADOT which fights against conflicts between Ukraine and Russia
tions. The truth is that each pair of rivals has something in common,
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21 Century st
History of Advertising Before Writing
form of advertising was “town criers� who would float from town to town sharing news and telling people where to buy the best things.
Dating back to well before human beings even had a written language, we’ve been adept at advertising ourselves. Ancient wall paintings were the spiritual cousin of billboards and smoke signals can be seen as the first Printing Press Luckily for us though, form of on-air advertising. the printing press was inFirsst Posters When written languages and vented during the 1400s, paper materials such as papy- making mass production a rus popped up more than 5,000 more feayears ago though, advertising sible task. took off. Posters and pamphlets N e w s p a helped advertise political cam- pers were easier paigns and giant wall paintings to produce, with adpointed people in the direction vertisements being sold to of the best bath houses in town. help fund the papers. Tangible advertisements died Billboards somewhat during the Middle Move forward a few more Ages, where the predominant years and billboards for
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Advertising circuses begin appearing in New York, “snake oil salesman” become a thing, “real” on-air advertising comes to the masses in the form of radio, and advertisers begin to use sex appeal, with slogans such as “The skin you love to touch” for soap products.
Radio and TV
When radio ads get started around 1920 we see modern advertising begin to take shape. TV followed a few decades later, with its Super Bowls and Cola Wars. The advent of the Internet gave advertisers another way to get our attention, with pop-ups,
search advertising and mobile ads becoming a huge factor in companies’ advertising plans.
Future
The future of advertising looks to be limited by only imagination. People are selling ad space on both their vehicles and bodies and it’s only a matter of time before some enterprising business owner finds a way to project their logo on the moon or figure out how to plaster satellites with ads. The rate of change in the advertising industry is astonishing. The technologies and platforms that have emerged in the past 10 years — Facebook, Twitter, Pinterest, etc. — have revolutionized the way brands communicate with consumers.
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1) Advertising has existed as far back as 3000 BC! 2) 63% of consumers need to hear company claims 3-5 times before they actually believe it. 3) You’re more likely to survive a plane crash than click a banner ad 4) The first newspaper ad was in 1650 to offer a reward for 12 stolen horses. 5) The first professional advertising agency was launched in 1841 in Philly. 6) Advertising first became an academic discipline in 1900 at Northwestern. 7) U nilever & JWT first partnered in 1902, creating the longest relationship in advertising history. 8) A baby formula brand was the first to sponsor a blimp (in 1902). 9) The first ad agency to launch a product was JWT on behalf of P&G in 1911, for their product Crisco. 10) The first radio ad spot was offered in 1922: $100 for ten minutes! 11) I n 1929, Lucky Strike spent $12.3M on ads, the most in history to that point to promote just one product. 12) The first TV ad was for Bulova Clocks & reached 4000 TVs. 13) In 1946, the U.S. had 12 TV stations. By 2011? 1,700. 14) Caller ID has been around to spot telemarketers since 1981. 15) In 1993, the entire internet had 5 million users or 0.45% of Facebook’s current user base. 16) The first email spam was sent by Canter & Siegel law firm in 1994. 17) In 1998, the average consumer saw 3,000 marketing messages per day. 18) I n 2009, the FTC instituted a series of regulations banning untruthful customer testimonials. 19) In 2011, there were over 1 trillion pages online. That’s 417 pages for every 1 person! 20) G oogle's Eric Schmidt cites that “Every 2 days, we create as much information as we did from the dawn of civilization up until 2003.”
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Materials from:
http://blog.hubspot.com
ADOT AGAINST W
Ad agency OGILVY & MATHER, based in Japan, fights against conflicts between UKRAINE an violent objects in the right side are extended
Photos in the next p
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WARS CAMPAIGN
, made the new prints campaign of ADOT which nd RUSSIA. In the shape of powerful diptyches, d by expression means objects in the left side.
part of the article.
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STEFAN ASAFTI—Self-taught designer with professional experience in web design for more than 8 years. Featured work on various websites like, Abduzeedo, Behance, Branding Served, Trois Couleurs, Logo Design Love and many others. Not the cheapest guy in town.
This is a project about brands—the
name of the project, Brandversations.
great brands of the modern world—
It is a parallel between the modern
which have build quite a history for
and the old, some of the slogans dat-
themselves as the years went by.
ing back to the 40s and 50s.
There have always existed dis-
I have switched the slogans of
putes among the competing parties,
the brands amongst themselves, the
divergent opinions, while the fans of
goal of this being to give them fur-
each brand were convinced that theirs ther meaning and to create a sort of a was the best product. Last, but not
confusion. It is surprising how logos
least, the rivals have even conducted
can influence other logos. The truth is
ad campaigns against the competing
that each pair of rivals has something
brands. This project mostly approach- in common, that something which
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es the visual “conversations” between
has helped them to build one identity
the company logos and the ways that
upon the other, this way becoming the
they influence each other, hence the
biggest brands. Materials from: https://www.behance.net/gallery/1971913/The-Greatest-Brandversations
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THE GREATEST BRANDVERSATIONS 2.0 INTO THE SHADOWS They battle each other constantly so they could win our hearts… and money. Yet they have developed and transformed because of this constant interaction and state of conflict between them. Although they do not admit it, they seem to have become what their competition made them be. These antagonistic marketing wars between major internationally renowned rival brands will never decide a winner, but will engage the two sides into constantly transforming based on what the other is doing. This is not a war of the brands. It is a sort of constructive conversation between brands. A weird case of symbiosis. When I have started working at the first „Greatest Brandversations” series, back in 2011, it never crossed my mind that all you guys would enjoy this approach as much as you did. I was overjoyed to see that my perspective on the topic was shared by so many others. It was a unique and beautiful experience, and I thank you all for it. Two years later, out of the will to develop this project even more, “The greatest Brandversations 2.0—Into the Shadows” came to be. Basically, the idea stays the same: 10 posters representing some of the world’s most notorious brands by using their arch-competitor’s visual identity. Yet this time things take a different turn, with a more complex approach. The logo is but one piece of the grand puzzle called “a brand”. It is why, this time, I decided to portrait the sides involved using not only their competition’s logo, but other symbols, some of them obvious, other subliminal. Hope you’ll enjoy this new series as much as you did the previous one. And the nominees are: / Nike and Adidas, the largest sportswear industry players /Playstation and Xbox, the most popular gaming consoles /Intel and AMD, two top competitors in the race for ITC supremacy /Playboy and Hustler, the most notorious adults magazines, /BMW and Audi, whom have ferociously battled each other in the marketing ring. Stefan Asafti ©
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Apple Watch OVERVIEW
Our most personal device yet. Our goal has always been to make powerful technology more accessible. More relevant. And ultimately more personal. Apple Watch represents a new chapter in the relationship people have with technology. It’s the most personal product we’ve ever made, because it’s the first one designed to be worn.
There’s an Apple Watch for everyone. A device you wear is vastly different from one you keep on a desk or carry in your pocket. It’s more than a tool. It’s a very personal expression. So we designed Apple Watch to reflect a wide range of stylistic preferences. And we’ve curated three distinctive collections to help you find the watch that’s right for you.
WATCH
WATCH SPORT
WTCH EDITION
Stainless steel
Anodized
18-karat gold
or space black
aluminum cases
cases in yellow or
stainless steel
in silver or space
rose. Exquisitely
cases. A range of
gray. Colorful,
crafted bands
stylish bands.
durable bands.
and closures.
Materials from: https://www.apple.com
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