The first new Masi ad in two years.
So here's the first ad we've done in a few years and the first ad for Masi that I am responsible for.
Well, go ahead and say that you absolutely love it and are so moved by the dramatic elegance that you are heading to your local shop to purchases this beauty.
Ok, I can live with hearing that you don't hate the ad.
Admittedly, it isn't perfect, but it does do a nice job- I think- of highlighting the history of the brand while showcasing a distinctly different product in a very simple and powerful way.
Pete Demos, our Creative Director (and photographer extraordinaire) took the photo of the bike and we used it in an ad in the Show Daily edition of Bicycle Retailer and Industry News (BRaIN) during Interbike. That particular ad just had the photo of the bike and our show booth number. It was very basic, but I felt that the image of the bike was so strong that we could use it again.
The ad, as seen here, is currently in the newest issue of ROAD magazine. Like I said, it isn't perfect, but the point was to do two things; 1) reconnect the brand to its very long and illustrious history and 2) create an air of mystery and intrigue with the dark space around the bike. Since we already had the photo, all I had to do was come up with the text for the ad. I can't honestly say that I felt it was a home run, but it works. The only problem I really have with the ad is that the word "passion" is used three times and that I never caught it during revisions. Don't get me wrong, I wanted to use the word... just not three times. There's making a point and then there's writer's block induced redundancy.
Also, I wasn't sure about the font used in the ad. In the small proof we created, the lettering seemed a little too small and hard to read. I was a little worried about it until the magazine showed up at work. It reads much better when you are holding the magazine.
Overall, I can live with this ad and I have to since it is already in circulation and people are emailing me, telling me they saw the ad. Maybe the next one will be better, since I'll have more time to prepare the ad. At some point during the year, I will be using one or more of the pro teams I am working with for images in the ads I produce. Hopefully they will be winning races so I can use some good podium pictures, but that is still a few months off.
For now, I'm pretty content with this ad. It really looks much better in person since the magazine uses a rather large page format and the ad is full page. I've committed to several more issues, so I have a few more chances to come up with that one great ad that really grabs some attention. Here's to hoping I'm not afflicted with writer's block again on deadline day.
Posted by Tim Jackson at 12:04 PM