It appears romance is key when it comes to relationships and newspaper advertising, with February’s Ad of the Month taken out by DDB for its ‘Lion Red Valentine’s Day – Here’s a Dozen’ ad.
While Valentine’s Day advertising usually captures the female ideal of romance, Lion Red decided to ignore the fluff and appeal to the man. With a clever play on the traditional gift of a dozen roses, Lion Red offers up a dozen red beers instead.
Judge Damien Knowles (True) said the simple idea was one only Lion Red could use.
“It’s a funny reminder to the target audience to think about their other halves on Valentine’s Day without explicitly saying so. The ad clearly leapt out visually from the rest using white space and a short bold headline to make readers stop and think about valentines. A dozen red roses and a dozen reds was such a sitter and it was great that they did it.”
Knowles was joined on the panel by Kiran Strickland (DDB) and Jian Xin Tay (DDB), however both abstained from judging the Lion Red advert.
Continuing the trend, special mention went to Barnes, Catmur & Friends and Auckland Curious Film’s ‘Valentine Insurance’ ad for Tower insurance. Judges said “the ad gives the insurance company a heart”.
Chief creative officer: Damon Stapleton
Executive creative director: Shane Bradnick
Creative director: Ben Pegler
Creatives: Liz Richards & Nick Dellabarca
Senior account director: Jenny Travers
Account executive: Michael Doolan
Agency producer: Andy Robilliard
Category marketing director Beer: Ben Wheeler