Catching the attention of audience is difficult, especially when ignoring advertisements become second nature to us.
But there are some advertisements that challenge the status quo.
When browsing creative ads, I came across Martor Solingen's razor blade ads in Germany. These advertisements show the razor blade billboard and objects underneath cut in half. Which is insinuating that this razor blade is so sharp, it cuts objects like pigeons and boulders in half. (I bet Peta doesn't approve of trying this at home.)
This picture doesn't only show the objects and advertisement, but it shows that people are stopping and interacting with this ad which is what really makes Martor Solingen's campaign work. Any advertisement is just an advertisement until it evokes an emotion with an individual. Whether it be sadness, curiosity, or happiness, an emotion is a strong thing to associate with a company and it is also a challenging thing to do.
I believe Martor Solingen did an amazing job of not only evoking curiosity but also laughter with their ads. This made this campaign stick out from all the rest. What creates a successful advertisement is one that's memorable and has a lasting impact on customers. The best advertisements are something you can't be indifferent to, what makes this ad prosper is the consumer. Martor Solingen did half the work by creating this fascinating ad, but the consumer did the other half of the work by the way they reacted. By sending, sharing, and even making double takes at this ad, this razor blade company made itself memorable.
Sticking to the memory of the consumer is what makes an advertisement succeed. Customers will now think of Martor when purchasing razor blades and they will associate terms like "sharp" with these blades. Through creating good schema these creative ads work well.
And that's what makes an advertisement successful.
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