No half measures
The newspaper *SonntagsBlick* is continuing the ad campaign concept developed by FCB Leutenegger Krüll with slight modifications.
Newspapers SonntagsBlick is continuing FCB Leutenegger Krüll's spot concept with slight changes. SonntagsBlick (SoBli) launched a new image campaign last year under the motto "More angles". In addition to Sulzer Sutter for Parisienne and Publicis for NZZ am Sonntag, the agency responsible for the concept, FCB Leutenegger Krüll (FCBLK), also celebrated the trend of puzzle solving in advertising. Since mid-April, FCBLK and SoBli have been presenting a revised sequel. "The experience gained from last year's presentation showed that we needed to resolve the image combinations more clearly," says FCBLK CD Mike Krüll. That's why we came up with the new slogan "Time for the whole picture". While the puzzle strategy is retained in print, the TV commercials no longer have anything to do with a quiz show spoof. Krüll: "People understood the commercials, but there wasn't enough action and emotion in them."
In order to emphasize the core competencies of what is still Switzerland's largest Sunday newspaper (see WW 14/p. 15), the creative team from Wallisellen did not completely refrain from reaching into the puzzle box: The resulting short stories lead the viewer on the wrong track for the time being: Anyone who thinks the old man in the playground is a pedophile is mistaken. Even if the text "This man has been seen here a lot recently. Today he even has a little doll with him" confirms the suspicion. Only when a little girl jumps up to him and asks disappointedly: "Grandpa, does daddy not have time to pick me up again?" does the mystery unravel. Three commercials were produced based on the new concept. Analogous to the print version, they focus on SoBli's three sections - news, sport and magazine. According to Krüll, the films also carry more weight in the overall context of the campaign, whereas last year they were used to support the posters.
Competition for passers-by
FCBLK is convinced that people can be asked to do a lot in advertising. To prove this, the SoBli is launching a competition this year in which you have to find the right headline for the image combination. This should not be difficult for attentive pedestrians, as the same subjects are displayed on numerous billboards at the same time. Nevertheless, Krüll expects that witty word creations will emerge. The CD has not yet decided whether these will be used.
First misled by the SonntagsBlick: The suspicious man turns out to be a loving grandfather.
Simone Keller
In order to emphasize the core competencies of what is still Switzerland's largest Sunday newspaper (see WW 14/p. 15), the creative team from Wallisellen did not completely refrain from reaching into the puzzle box: The resulting short stories lead the viewer on the wrong track for the time being: Anyone who thinks the old man in the playground is a pedophile is mistaken. Even if the text "This man has been seen here a lot recently. Today he even has a little doll with him" confirms the suspicion. Only when a little girl jumps up to him and asks disappointedly: "Grandpa, does daddy not have time to pick me up again?" does the mystery unravel. Three commercials were produced based on the new concept. Analogous to the print version, they focus on SoBli's three sections - news, sport and magazine. According to Krüll, the films also carry more weight in the overall context of the campaign, whereas last year they were used to support the posters.
Competition for passers-by
FCBLK is convinced that people can be asked to do a lot in advertising. To prove this, the SoBli is launching a competition this year in which you have to find the right headline for the image combination. This should not be difficult for attentive pedestrians, as the same subjects are displayed on numerous billboards at the same time. Nevertheless, Krüll expects that witty word creations will emerge. The CD has not yet decided whether these will be used.
First misled by the SonntagsBlick: The suspicious man turns out to be a loving grandfather.
Simone Keller
