Monarto Zoo promotes its latest star attraction with new print ad via Showpony Advertising
September 14 2011, 11:20 am | | 9 Comments
Showpony Advertising, Adelaide has created this print ad for Monarto Zoo urging the public to come and see its new baby rhino.
Monarto is the world’s largest open range zoo, located one hour outside of Adelaide.
9 Comments
Nicely done. Zebra spot works well too.
Ok, really?
The last bunch of stuff these guys turned out for ASO was ok.
This is a bit, well, naff really. It’s obvious. I think the Art Director did a great job, but the ‘copywriter’ is getting fat and lazy. The CD should keep his finger on the button.
what fucking horrible copywriting
Lovely stuff.
First thought: you’re selling the negative of the open range zoo. Doesn’t really make me want to see any kind of rhino at the moment.
Secondly: don’t mind the art direction. But should have been enforced the miniature feel by having more space around the car, making it look even more toy-like, reducing the copy, maybe shooting it/putting it on a different background (it’s too same-same for me), and made the copy work harder.
Wow. Did someone on CB just give constructive commentary?!
There were two writers on this ad.
thanks HUFFY, you’re promoted to ECD.
People are saying ‘make the copy work harder’ and ‘fucking horrible copywriting’ but I can’t find any evidence of writing on this work. It’s just a visual idea, with a few words straight from the brief being utilised as a headline.
It’s not that the writing is bad, or lazy. It’s that it’s totally non-existent. Sometimes you can get away with a totally function dead-straight line. But when you use one, you really have to make it a very secondary visual element on the page. Let the visual be the hero, and use the line to supply the final 10%.
But a lazy cut ‘n paste headline from the brief, set as big as the key visual, is always going to drag the ad down with it.
Lego