This was a tough competition. I thought that with multi-faceted humor and a bit of "off the beaten path" styling I might be able to secure the upper-hand. However, it would appear that the "advert" concept directed people to direct ads for products, with an obvious exception. If I had to state a fault of my entry it would be that it relies on the audience to spend more time than necessary to glean the objective, tried too hard to be funny and not enough time with the purpose. Retrospectively, it's not all that good an entry.
I had a lot of trouble between 4 entries:
- "ROMA" - Although I'm not a fan of the typeface at the bottom, it works wells with the overall vintage approach and colors. The rustic airbrushing, color harmony and tones, and overall composition complete the piece masterfully. The most striking aspect of the piece is how at first glance it gives the impression of sophisticated simplicity with washed out background images (yet clear) and the intense open wheel subject in the foreground; a sense of mobility and speed without losing context and direction. I didn't have to make an assumption about what the message was. However, because the design is not 'text based' and it relies upon text to remove ambiguity, I found a better entry (but that is the ONLY reason).
- "C4" - Undoubtedly intelligent and well-thought, the blend of rally and passenger vehicle is clear. Well framed and composed, and giving an ideal sense of 'modality' truly convey, if not encourage purchase of the vehicle - which is what I was personally looking for in this direction of the competition. Again, my personal issue with the ad was the degree of text - I felt I shouldn't have to read figures and stats to become encouraged; the ad and tagline said all it needed to in the case of "compulsion" and "appeal." However, the bottom layout with the logo and the manner in which the artist incorporated "rally bred" and "city civil" was inventive and creative. Still, I couldn't move beyond the, what I perceived to be "filler" text below the picture.
- "ZR1" - Definitely conveys the concept of bowel moving speed, which by all accounts the ZR1 is capable of. The car color isn't my favorite but it is 'uncommon' and pops against a plain white background (so it works for the project). Despite the entry as one of the first, which usually risks subjugation by mimicry and thus lost in a fold, stood out at direct, clean, humorous, and original. However, it feels a little weighted, visually. The ZR1 logo on the bottom right looks to be the same weight as the TP roll AND the "*optional safety feature." I believe I understand the composition, but it still felt slightly "right" (not political right, directionally). Perhaps if the car faced the other way, the rear of the vette on the left would provide visual stability. That's a bit nit-picky, but that's how I roll... In all, this was one of two final choices for me.
- "PIRELLI" - Aside from my love of Pirelli Tires (I have a set of P6's on my Altima), the ad immediately grabbed me because of the surreal approach taken. Initially I thought the artist messed up and posted the ad upside down, which became the staying power and deciding aspect of the ad overall. The Pirelli logo is not too large as it appears to be the same size as the tagline. The reference text is well placed and the composition feels balanced. The extended tail light 'trails' is a nice touch and adds direction with a sense of speed. Though I'm a bit tired of the tunnel images (RANT ALERT - especially for ads - it seems over used, like "glass buttons." Sure, it looks modern on a website.... made in 2000. Every 'script kiddie' and 'look, I found a filter' artist with Photoshop and Dreamweaver decided that it was the 'it' thing in 2003 and used it abusively until 2008 while they just kept using iframes and IE6...but I digress RANT END), the tunnel worked for the type of ad and the idea - it was necessary, actually. What really got me to ultimately choose this piece was the originality in direction. Everyone made an ad - that was the point - but not one entry stepped outside conventional thought and made me look at the piece more than one time. I didn't have to resort to reading the tiny text under the tagline (which I felt hurt the ad), and the tagline reinforced the idea (though not overly inventive verbally, drove the point of visual representation very well). Also, the image is seamless and clean; it didn't feel completely artificial.
This is just my opinion. I think most entries were a good show of effort, concept and presentation. It's clear some are more skilled with the tools than others, but that's half the fun. It's almost like an unspoken trade show in which if one sees a concept or idea they like, there's opportunity to ask how something was done - and anyone using photoshop knows that while all 'roads lead to Rome,' some paths are more detailed and others are more direct, than others.
Now, before and "if" anyone wonders what I thought about other favored entries - the Golf and BMW ads - they were good, clean, direct and what not, but they didn't really stand out from what I see in real magazines. They play to reality and precision well, and if that was the idea - good job, you pulled it off. However, in total objectivity - so what? There just wasn't enough compelling force to seek more information, contact a dealership, or associate anything I want (or cause me to envy things my current car, an 05 Altima, lacks), with what is presented - just like in real life.
The only other ad that stood out, primarily because it was the first ad that didn't advertise the car, was the Bridgestone Motorsport ad, and actually used the right BMW model. However, because of the car color and the lack of livery, the ad felt as though it wanted to imitate concept and fell flat. Perhaps if the ad incorporated more in terms of a specific tire (like RE-11s, which was used in the 25h Thunderhill run, on a BMW GTR no less) - in short, a bit more product research would have given a stronger impression (after all, it is an ad). Concept was there, execution... could use a bit of work.
Again, my entry wasn't stellar either, but I figure I'd share what it was that drove my vote in a tough decision between some very talented competitors.
Perhaps we should incorporate the winner with a write up about inspiration and concept - this is the more open and artistic aspect of the competitive photo forums, no?
