Following discussions on the cultural themes in place within the 2011 Superbowl ads, I've been asked to find an award winning campaign to analyze. I've chosen to look at BBDO Malaysia's Jeep Two Worlds campaign.
Staying away from the traditional SUV Soccer Mom set, these ads likely target a younger urban male audience, without children, who hold a professional job. There are many clues to this.
Focusing first on the immediate images, we see the juxtaposition of two subjects, generally a northern climate one in light blue and a southern climate one in tan. These of course meet to make the Jeep, in classic Jeep Green. These images conjure ideas of adventure and travel, things which, unfortunately, are out of reach for families. More importantly, the ads target the ideal of the adventurer within men, an Indiana Jones archetype that travels to all four corners of the world and meets with its disparate peoples. Aspirationally, these men have the budget and free time available to get in their Jeeps and go explore, but lack the immediate access to reach these destinations.
Design-wise, the juxtaposition of identifiably different subjects and a lack of copy demonstrates an understanding by the creators on the importance of crafting an ad that can be understood regardless of country and language. As the design and advertising world becomes more globalized, the creators show how ads can transmit a message that few people would misunderstand.
Overall, these ads are clever, visually engaging and proves that some advertising can get its message across regardless of local. While the imagery may feel flat, the universality of the images is enough that the goal, to reach men throughout Asia, is achieved.
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