ART & COPY
Art & Copy is a documentary film which is directed by Doug Pray. The documentary is about creative designers who have created very well known, iconic advertisements in the U.S advertising industry. These advertisements are considered to be legendary ads. These famous ads are from company’s like, Got Milk, Apple, Nike, Tommy Hilfiger, Budweiser, Braniff Airlines, and Volkswagon. Through the documentary, many of these creative designers are talking about their experience, the process and the strategy with their design work.
One of the ads that were discussed in the film is the Nike ad campaign “Let’s Do It” The story behind the Nike brand was that originally their target audience was for athletes. But then they decided to expand their target audience, in order to inspire people who aren’t athletes or do not participate in fitness activities, for these people to participate in sports and exercise. Which is how the inspiration of the motto “Lets Do It” came to be. This motto or tagline became so inspirational and motivational that people read it more deep into it, in a more emotional and personal leveL Not only did the ads help people become more healthy and more into fitness. It helped people get out of abusive relationships, moving up with their lives and so much more. Through the seven layer of depth in design, these ads are considered to be emotion due to the power of persuasion in a deep emotional level that the words “Lets Do It” gave the audience and Identification because nike was selling this product for people to identify with.
The “Think Small” campaign from Volkswagen is another iconic advertisement. The idea for this ad was to be minimal. In advertising people usually have many idea for their ad campaigns, but for Volkswagon they were definitely showing Less is more through out their “Think Small” campaign. The story behind these campaigns was years after world war 2, America was developing very nice big cars but Germany were developing weird looking cars at the time. Which Volkswagon is a car from Germany, and it was smaller then the cars that were being sold. So the ad focused more on the form of the car and also they created the ad to be minimal in order to emphasize the simplicity of the car. These ads are considered to be reverberation due to it having a history behind it and it is also intellect.
The “Got Milk” campaign was another successful campaign. It shows that no matter what you need milk and that Milk is good for you. Weather you are eating cereal, oatmeal, or you just need a drink. Milk is a good choice because you need it in your daily life. The headline is something that everyone will remember and think about. These ads were Intellect because they show humor through their campaigns.
Another interesting campaign was the Apple campaigns. It was for their Ipod products. The ads gave a pop art feel which is a good thing because pop art is very vibrant with nice vibrant colors. Which is displayed throughout the Ipod campaigns, it also has silhouette people in a dancing stance in order to show how fun it is to listen to music and how now you can listen to music everywhere you go with a nice small device. These ads shows perception due to their visuals, imagery and colors and perhaps spirituality as well
This documentary was very interesting and it helped me understand more on how deep the creative thinking can be in order to create a magnificent ad. Its very interesting to see their creative ideas and process and what it takes to make that iconic ad that everyone remembers, its also amazing when an ad can inspire people to do things and to change their way of living, like what the Nike Ads did.
