Adverts that use surrealist techniques

published: Feb 8, 2010   Updated: Aug 10 2011
References: model-max and viacomit.net

An example of a surrealist technique used in advert that i found particularly interesting was the Spring and Summer 2010 fashion collection created by Marithe and Francois Girbaud, the title of the campaign is "This is a Crazy World". The print ads feature models upside down seemingly in a frozen state, the background setting is visually incredible and this bold statement of suspension keep your eye keenly on the clothes. The duo are known for creating adverts that challenge the public, the visuals are both surreal and questioning to the viewer as they question the reality they are staring into. The creative genius behind the campaign is creative director Pascal Gregoire, with the impressive photography by Steve Hiett. The ad included art direction and copywriting from Pierre Dupaqueir and Clement Durou. I feel this is one of the most challenging and interesting advert i have ever come across, i feel the cool surealist effect is a refreshing way to advertise clothing and think it works really well with the competing imagery to stand out. The brand itself develops a reputable personality and attracts unique audiences not only interested in the clothes but in the art work this campaign includes, as i would consider these adverts somewhat works of art. 

 

Art and Copy - Doug Pray (2009)

My response to the Art and Copy video was that i particularly like the quote used to describe is by the Hollywood reporter, "like a good ad, Art and Copy bounds along and never bores". I love the meaning of this quote and find it inspiring to create fresh ideas that keep the industry interesting. I also enjoyed how Prey compared creatives to what cavemen used to do, he told how they used to paint images on the wall reflecting stories of important events in their lives. This was a form of advertising as they used storytelling to communicate their lives for people and engage a response, its this original media that has lasted and allowed us of the future to understand how their way of life was back then. 


I think the videos overall message of the video allows you to understand that all creatives and very different yet much alike. By giving a detailed analysis of the history of advertising you learn about what it takes to create a campaign from the people who create the ideas to the people who create and the people who put them up. The idea of "communication" being the most important factor i believe is true, you want to connect with your audience so your ad need to be relatable to them to engage some sort of emotional response, an example when you are poorly when your young  and your mum feeds you soup, when you see a soup advert and a mum is giving it to a child, you  would connect this with your childhood giving the audience a warm familiar feeling which will entice them into buying that product. It is also important as a campaign requires a lot of people from different departments to make a campaign a success, therefore you must communicate with all these people to stay in control and guarantee that the campaign is developing like how you as a creative envisioned. 

Chosen brand Advert Analysis

My brand is Pot Noodle,  an advert in particular that shows how 'meaning is created' is the  mining advert created with the end line "Fuel of Britain'. This reason this advert is so successful is because the product itself is manufactured in Wales where mining was a common site in the past.  The advert revolves around a group of minors, digging for Pot Noodle underground, they sing a welsh song with the words pot noodle often being repeated in a high pitched tone. The work seems tough and resembles the conditions of a real miners life. The meaning of the advert was to demonstrate where the product was originally manufactured in the welsh landscape. It is a clever advert that uses an interesting method to demonstrate the origin of its product.  It is justified from the history of the welsh landscapes. The end-line "fuel of Britain" gives meaning to the product as mining usually lead to oil which is what runs cars and electricity, so by twisting this mining tradition onto pot noodle, people automatically link the idea of mining with the idea of fuel, so therefore gives meaning to the product and its end line.