London Marathon – A Painless Ad Review

With less than 10 days left for the London marathon, the excitement seems palpable in the news reports. The 36th London marathon is expected to have approximately 38,000 runners. So it is funny I kinda stumbled upon this ad on the marathon.

Before I review the ad I have in mind, I thought it would be interesting to share a fact. We have so many forms of media today trying to grab attention – TV, Print, Tabs, Phones, Internet, and Radio.  Research suggests we are exposed to, on average, 362 ads per day (not including brand exposures) but only a meager 12 of these will make an impression in your mind. That’s a dismal number. But it doesn’t stop there. Out of these 12, you will forget over 50% of them within 24 hours.

So how does a marketer cut through this mess and reach each of us consumers? One of the simplest ways is to rethink design execution once a solid concept is in place.

Here is the ad that grabbed my attention.

Advertising, Ad review, Design Inspiration
                London Marathon Reflex Spray Ad                        Source: Ads of the World

The London mini-creation on the sole uses the limited space brilliantly and the layout is clean and simple. It really feels like the shoe has been all around London. Reflex Spray is not really featured prominently but subconsciously when you think marathon aches and sprains do come to one’s mind which you can ease and make painless with Reflex Spray.

The recall for Reflex Spray might be more latent compared to the marathon itself but the connection is unmistakable.

Both London marathon and Reflex Spray win in this case.

Here are the details of the ad for those of you who are interested.

Advertising Agency: Contrapunto, Barcelona, Spain
Creative Directors: Tomas Oliva, Jofre Biscarri, Carlos de Javier
Copywriter: Sergi Pros
Art Director: Jesus Navas
Photographer: Xavier Pastor


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