This Deodorant Ad is Attractive and Repelling

Every now and then Attention Shoppers! comes across a banner ad that is so simple, compelling and fun that we feel it is our moral duty to bring in to your attention. That’s because it reminds us how effective banners can be. Here is such an ad, for Lab Series Deodorant, which was produced in Singapore. Look at the ad, move your mouse and then click and hold.

 

We discovered this ad via an interesting site, Ads of the World, which allows you to search for ads by country, industry, channel, agency, etc. It is both useful and inspirational. Special thanks to our colleague from Leo Burnett, Italy, Gaia Gilardini, for pointing out this site.

Banner Ads with New Awareness Builders and Twice the Engagement Power!

 At Attention Shoppers!, we have a love hate relationship with banner advertising. We love the fact that CPG companies continue to shift more of their advertising dollars to the online space—and initially most of that money goes to banners. But we hate the fact that most banners are mere billboards or print ads online, and don’t use a fraction of the real power the online channel offers.

 

Occasionally, however, some banners manage to do a great job at building awareness and drawing consumers into a deeper, richer branded experience. Here is a great example that comes to us from Putomatic, a Spanish laundry detergent. This execution is part of a larger campaign, with a clever positioning based on the premise that men should shoulder a larger share of the domestic chores.  The ad challenges men to solve a fun interactive puzzle. With a surprising payoff.

 

If all banner advertising worked this well, money would be flowing our way even faster.