Ad review 3

My third ad review is for Gelomyrtol, a natural capsule of essential oils that fight sinusitis. I pretty much love this advert. It was done by MILK Agency from Lithuania, of all places. Go figure. Maybe the delivery is a bit cheesy, but as a terrible sufferer of allergies such as hay fever, I can relate to the feeling that having sinusitis is like being in an unhealthy relationship.

The visual is appealing, as it seems like the lady has broken up with her boyfriend. The copy substantiates this, until you read the line “Break up with sinusitis”. Suddenly the perspective changes- the lady is sick, and the copy is referring to her cold wanting her body. It is a visual pun, but happens to be done in a clever way. This ad is one of three in a campaign, and I think it is the strongest of the three. It gets the message across in the clearest way. The other two seem to try too hard.

I enjoy the way the consumer has to connect the dots themselves. As stated, it seems like the furthest thing from a medicine ad until one reads the payoff line, and it all makes sense. I like the way that MILK has moved away from the typical medicinal advertising method, it creates a much more effective ad when it is original. It is interesting that they have moved the packshot and payoff line to the bottom middle as opposed to the usual bottom right. I can only surmise that this is done so that your eye follows a natural line from the headline down to the payoff line, changing your perspective of the ad as you move down the page.

here's a link to the other two ads in the campaign
http://adsoftheworld.com/media/print/gelomyrtol_break_up_3
http://adsoftheworld.com/media/print/gelomyrtol_break_up_1