In the world of Advertising you’re constantly running up against another campaign that covers the same subject matter. Messaging is key when it comes to separating yourself from the competition. The two following ads will probably not be seen in the same demographic because they are from different states. However, one is clearly a winner and keeps it simple while the other doesn’t.
Campaign 1 – Utah
This campaign hinges on small copy, meaningful phrases and repetition with the same backgrounds: either leather or pavement. The pavement and leather is very high contrast with a worn and rugged look. This is meant to tie into the biker demographic. The colors of white/black/yellow/orange are very high contrast bringing the messaging forward. The leather background with orange stitching ties into Harley Divisions brand equity to make another meaningful tie to the biker demographic.
Advertising Agency: Richter7, Salt Lake City, USA
Executive Creative Director: Dave Newbold
Creative Directors: Gary Sume, Ryan Anderson
Art Director: Ryan Anderson
Copywriter: Gary Sume
Published: May 2010
Campaign 2 – Colorado
This campaign has slightly longer copy and a bright / stark color palette combo. Where the bikers are shown in black & white and in “serious” poses. The difference between the colors on the left make them “stand out”. All the ads keep in the same style to make a cohesive group.
Advertising Agency: Amélie Company, Denver, Colorado, USA
Creative Director: Paul Suggett
Art Director: Gordy Hirsch
Copywriter: Paul Suggett
Photographer: Dan Sidor
Designer: Garrett DeHeer
Published: June 2010
Campaign Theme – Motorcycle Safety
Motorcycle safety is a serious concern. There are many accidents caused by other drivers who disregard the safety of bikers on the road. Being on a bike exudes freedom but, it also comes with a price. You’re the smallest vehicle on the road and if you wreck it hurts. (theres no bumpers here) These two campaigns from Colorado & Utah are compared on their messaging and overall ad messaging. Which one do you think is the best?