Ads are a dime a dozen, but great ads are rare. This week, we profile a recent print/street campaign for Signal Sensitive Toothpaste.
by Fausto Mendez / photo by agency Lowe
Signal’s advertising team is on fire with these fascinating print/street ads. If you’ve ever felt the merciless tooth pain from biting into too-cold cold ice cream, the above ad will certainly speak to you. But I’m sure the brand’s target audience has had much more traumatic experiences with their own tooth pain, hence the hilarious contraptions in the ads.
The ads pull the oldest trick in the book. They force the viewer to relive an unforgettable emotional experience in their lives, which makes the ads much harder to forget. Emotional experiences themselves are hard to forget, so if you can call up a strong emotional experience as the viewer watches your ad, you have a pretty effective campaign on your hands.
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