di Paolo Aversano

The consolidation of a myth

“Not every old lady is trustworthy in the same way. Fortunately, every Golf is”. This funny advertising presents one of the  well-known qualities of the Volkswagen Golf, reliability, with a creative narrative structure. The Dutch imagination destroy ironically the myth of old age rich in wisdom, calmness, stability.
Anyway, fortunately the old Golf doesn’t present these oddities: it works well even if it’s 15 years old, and even if the driving of our kind grandmother was…vivacious.

di Paolo Aversano

About pencils and colors

The plain style of communication is paradigmatic of a company that hasn’t the necessity of astonishing tricks: a good idea dominate the scene, and that’s it. It perfectly represents the typical values of German culture: terseness, precision, a delicate use of imagination.

Una valida presentazione per il primo produttore mondiale di matite. Questa campagna tedesca mostra un particolare risvolto dell’immagine aziendale di Faber-Castell.
La loro missione – l’alta qualità – è studiata in questo contesto con gioia e creatività, donando un’impressione positiva: la multinazionale europea, simbolo di un percorso imprenditoriale piuttosto tradizionale, è al passo con i tempi ed evita di prendersi troppo seriamente. Il limpido stile comunicativo esprime al meglio una produzione che non ha bisogno di particolari artifizi per emergere: un’ottima idea domina la scena, ed il gioco è fatto. Queste pubblicità rappresentano al meglio i tipici valori del più tipico tessuto produttivo tedesco: precisione, sintesi, un uso delicato della fantasia.

di Paolo Aversano

Romanians are smart

 December 1 is the National holiday of Romania, and during the Great Union Day a particular publicity stunt was presented. The idea is debunking all the various European criticisms towards the Romanians:  poor people, strong presence of organized crime in addition to petty crime, violence, little respect for women.

A genial idea was thought: prejudices can be defeated using Google, a specific website  and an intelligent communication campaign, rich in humour. Romanians are smart! This is the simple slogan that has registered 631.591 clicks in one day, thanks to this initiative.

di Paolo Aversano

Against the death penalty

After 50 years of activity, Amnesty International is present in 150 countries (with 3 million supporters) and strives hard to defend human rights, with specific campaigns for freedom of expression, abolition of death penalty, protection of women’s rights.
The French advertising gets under the skin of people: seeing it, they’ve the possibility to reflect about the horror and sadness produced by capital punishment in developed and developing countries.

My personal judgment of color and light is positive, and the light and shade effects (in addition to music track) facilitate a personal thinking.