The ad comes from Colombia - the headline says "The Kitchen you are imagining is in Hipercentro Coronna.". The (fake) classified ads on the page morph into a dimensional representation of a kitchen with range hood. It's a little bit funky and I don't really know if if has all that much impact - but it is interesting and interestingness goes a long way.
The ad reframes expectations. Sometimes this can be expressed a 'make the strange familiar and the familiar strange'. If you were flipping through the classified ads (do people still do that?) and came across this message would you look twice (all things being equal - if you were in the market for home improvement supplies the ad would have a high degree of salience - and if you were just passing through perhaps you'd think the retailer was more interesting and file that thought away until you were ready, able and wiling to buy).
A 'retake' is better than being ignored or lost in the 7 point type of a listings page. Come to think of it the same rule applies even if you are making a glossy double page spread in a fashion magazine. Is there something that surprises and delights.
Your mind is wired to look for patterns. We 'see' things that aren't there - mentally joining the dots. One of the most vivid examples of this phenomenon is the moving image - movement is simulated by showing static images in sequence. Movies typically screen at 24 frames per second. That roughly coincides with your brain's processing capacity - we stitch the sequence together in our our minds - seeing fluid motion. If some other images that don't follow the sequence are inserted you will notice them (no, I'm not talking about the fabled 'subliminal' messages). The foreign material will disrupt the flow.
In a sense that's the job of creativity in advertising - to interrupt the flow while still being a part of context. Your fashion spread will be wallpaper unless something about it upsets your equilibrium - the mindless rhythm of flipping the pages of Vogue Italia or Wallpaper magazine.
The best advertising does this well. You are reading Vogue in the comfortable reassurance that it will contain this month's expressions of the fashion continuum (in a way every month is like a frame of the film of culture - a step by step progression from the early 2oth Century to the present day). Ads in Vogue ten to look like ads in Vogue - so a little disruption can go a long way.
Harvey Nichols, the high-end retailer in England have a reputation for creating ads that defy conventions in their category but which also conform to the model for fashion and beauty. In doing so they not only announce their retail events - like any retailer they have a seasonal calendar and have to compete for more than their fair share of the market.
Whether the kitchen retailer enjoyed any benefit from the ad that kicked off this conversation is hard to know. The ad appears in a creative portfolio on the Behance web site (it may never have actually run in the press). But it does serve to remind that even the most moribund media can present an opportunity to cut-though with messages that surprise and delight and which can take on a second life as social objects - something that gets people talking - as we are here).
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.