One in a while you see advertising that comes close to being artful. For a moment it suspends the hard sell and transports you to a different world. Lowe London's campaign for Stella Artois does this consistently across cinema, television and print and the agency has constantly won awards for this work, but its recent print campaign is one of the most striking of the series.
Using the platform of "reassuringly expensive" the print work plays off the folklore of Mephistopheles, who sold his sold to the Devil. In this case, our beer-drinking protagonist, never fully pictured, is seen doing deals with the devil , just to get his hands on some Stella Artois.
The campaign is made by the incredible photography of Olaf Veltman who has crafted a true masterpiece out of each print ad. The shots, the feel and the compositing are incredible. The photographs have the feeling of surrealist art and come complete with their own set of metaphors and symbolism.
Too often ads are just slapped together and sent out. Here the agency, client and photographer have worked slavishly to produce a masterpiece.
This is advertising that stops you in the magazine, respects your intelligence and forces you to think and look harder.
Plus, there's not a single word of copy.
Tags:
Comments
Art as advertising...
I agree with your remark that sometimes we see advertising that comes close to being artful.
<br>
<br>Art driven, my company is attempting to make companies understand the importance of using art as a true form of advertising. Consumers don't always need words to understand a productg and/or brand!
<br>
<br>Thanks. Posted by Pat Lewis on 09/24/2005 07:25 PM
(1) 
I agree with your remark that sometimes we see advertising that comes close to being artful. <br> <br>Art driven, my company is attempting to make companies understand the importance of using art as a true form of advertising. Consumers don't always need words to understand a productg and/or brand! <br> <br>Thanks.