Print advertising may be traditional, but it’s far from outdated. With its bold visuals, concise copy, and strategic placement, print advertising has a unique way of grabbing attention and delivering powerful messages—often in a single glance. In this post, we’ll explore award-winning newsprint ads, breaking down what makes them effective, how they appeal to readers, and the marketing techniques that make them stand out. Let’s dive into the timeless art of print advertising.
- “Lego”– Lowe Bull – Johannesburg 2007 (https://aef.com/ad-campaigns/lego/)
Description: This AXE Body Spray print ad uses humor and visual exaggeration to appeal to young male audiences. This ad presents a man standing proudly next to a life-sized LEGO statue of an Egyptian figure, with the implication that he has spent several hours building it. Above this image are three smaller visuals: a bottle of AXE body spray, then a man spraying himself generously with it, and that same man now standing between two women, with his arms around both of them. This visual, paired with the bold headline “Get a Girlfriend,” relies on humor and irony to suggest that while building LEGO statues might not get you a date, using AXE Body Spray will.
Objective: The main objective of this campaign is to promote AXE as a tool for transforming a youn man’s self-perception and social life. It aims to increase product sales by positioning AXE not just as a body spray, but as a confidence booster that can lead to improved social interactions—particularly with women. While this ad’s scenario is intentionally a little extra, it’s designed to reinforce the idea that using AXE can have an instant and noticeable effect on attractiveness and masculinity. This campaign’s goal is both measurable (in terms of sales and engagement with the brand) and time-specific. It’s aligned with a broader branding strategy to reposition AXE as a confidence boosting product for young men.
Target Market: This print ad clearly targets teenage boys, young adult men, and men who may be deemed socially awkward or outcasts—those navigating their identity, self-image, and love life. This demographic is often in search of products that enhance confidence and help them either fit in or stand out socially. The ad appeals to their insecurities and aspirations by humorously suggesting that AXE can boost their romantic success. It resonates with youth culture, especially with those who enjoy irony, sarcasm, and media that exaggerate everyday situations for comedic effect.
Call to Action: This print ad encourages the audience to buy and use AXE body spray. The implied action is that, by doing so, they’ll not only smell good but also become more confident and attractive. The benefit promised is a dramatic improvement in how others, particularly women, perceive them. While clearly satirical, the call to action plays on a man’s desire for transformation and validation, motivating the viewer to give AXE Body Spray a try to potentially experience a shift in their social life.
Value Proposition: AXE offers more than just fragrance—it sells the idea of enhanced self-esteem and appeal. The product is positioned as a simple, accessible tool that can change how young men feel about themselves and how others respond to them. The features of AXE (strong scent, recognizable branding, ease of use) are paired with emotional benefits like increased confidence, romantic appeal, and social recognition. The value lies in the promise that AXE is not just a grooming product but a lifestyle upgrade for those who want to be noticed and admired.
2. “Oh The Shame” – Leo Burnett, Chicago 2007 (https://aef.com/ad-campaigns/oh-the-shame/)
Description: This ALTOIDS print ad features a young boy sitting on the side of his bed in his underwear, holding a tin of ALTOIDS mints on his lap. His pants are on the floor, and his mouth is open in surprise or shock. At the door stands his mother, equally shocked, with her mouth open as if she’s caught him in the act of doing something he shouldn’t. This ad, with the caption “Oh the shame. Curiously strong,” plays on the concept of an uncomfortable, embarrassing situation—yet the boy’s only offense is holding a tin of ALTOIDS mints. The scene creates a suggestive implication, hinting that something different is happening, only for the punchline to reveal that it’s just a strong breath mint. This clever misdirection enhances the humor and draws attention to the “curiously strong” nature of the ALTOIDS mints in an unexpected, playful way.
Objective: The main objective of this ad is to emphasize the strong, boldness of ALTOIDS mints. This ad’s humor relies on exaggeration and the surprise factor of a seemingly embarrassing situation, only for the resolution to be that the boy is simply holding ALTOIDS mints. By using this suggestive approach, the ad highlights the product’s strength in a memorable and engaging way. The campaign’s goal is to attract attention in a humorous and intriguing way, making ALTOIDS stand out in the crowded mint market. The objective is measurable through brand awareness, as the ad’s quirky and slightly suggestive humor is likely to stick in viewers’ minds, driving both curiosity and product sales.
Target Market: The target audience for this ad includes teens and young adults, particularly males who understand and those who appreciate offbeat humor in their advertisements. This ad plays into a cultural love for ironic, suggestive comedy, and it is likely to resonate with a demographic that enjoys ads that don’t take themselves too seriously. These are also people who are looking for something different in their breath mints—something bold, with a strong flavor and personality.
Call to Action: The call to action is clear: try ALTOIDS and experience their “curiously strong” effect for yourself. The shocking and suggestive nature of the ad creates curiosity—viewers might wonder if the mints are truly as intense as the situation suggests. If the audience purchases ALTOIDS, they’re promised an unforgettable, bold breath-freshening experience that goes beyond typical mint offerings.
Value Proposition: ALTOIDS mints are marketed as “curiously strong,” and the ad drives this point home by making the mints the focal point of an exaggerated scenario. The value proposition isn’t just about breath-freshening; it’s about offering something powerful, distinctive, and unforgettable. The “curiously strong” phrase makes the mints stand apart from competitors. This print ad reinforces that ALTOIDS isn’t just a mint; it’s a memorable product that doesn’t shy away from being strong in both flavor and marketing.
3. “Aquarium” – DDB Paris 2007 (https://aef.com/ad-campaigns/aquarium/)
Description: This print ad for Volkswagen Commercial Vehicles features a striking and ironic image: an electrician working on a live breaker box while standing barefoot in a full fish tank aquarium. His work boots are placed right outside the tank, emphasizing the absurdity of his situation. This ad is comical but carries an underlying tone of danger. In the bottom right corner, a caption reads, “Why take unnecessary risks at work?” followed by the Volkswagen logo. Below that, the ad notes, “ABS, airbags, and cruise control as standard on Caddy Van,” accompanied by an image of the Caddy Van in the bottom left corner. The appeal here is a mix of humor and subtle danger—this print ad uses exaggeration to make a serious point about workplace safety and how unnecessary risks can be avoided by making smart choices, like driving a well-equipped, safe vehicle.
Objective: This ad’s main objective is to promote Volkswagen and the Caddy Van by highlighting its built-in safety features—ABS, airbags, and cruise control—as standard. This ad communicates the idea that choosing the right vehicle is just as important to safety as avoiding obvious workplace hazards. It aims to position Volkswagen’s Caddy Van as the smart and secure choice for workers who value safety and reliability. The objective is measurable through an increase in product awareness and preference among trade workers, like electricians, who may be evaluating their next commercial vehicle purchase.
Target Market: The target market for this ad includes electricians, plumbers, handymen, contractors, and other tradespeople who use commercial vans in their day-to-day work. It’s also directed at other businesses who purchase vehicles for employee use. These are practical, safety-conscious individuals who value efficiency, performance, and durability—but also appreciate clever, relatable advertising that speaks their language.
Call to Action: This ad’s messaging encourages viewers to reevaluate their current work vehicle’s safety features and consider upgrading to a Volkswagen Caddy Van. The benefit it offers is peace of mind—driving a vehicle that supports your work without compromising your safety. It suggests that, just like avoiding barefoot electrical work in an aquarium, choosing the right vehicle is a crucial step in avoiding unnecessary risks on the job.
Value Proposition: Volkswagen offers safety, reliability, and practicality as the core value of its Caddy Van. With features like ABS, airbags, and cruise control included as standard, the van provides a comprehensive safety package designed specifically for working professionals. This ad reinforces the message that Volkswagen understands the everyday realities of its customers and delivers thoughtful design and engineering to help them stay safe while getting the job done. The humorous visual reinforces the idea that while some risks are absurdly obvious, others—like driving an unsafe vehicle—may be overlooked unless you’re reminded of this smarter choice.
4. “Music” – Saatchi & Saatchi, New York 2007 (https://aef.com/ad-campaigns/music-2/)
Description: This print ad for Glide Dental Floss uses a clever visual metaphor to highlight the effectiveness of its product. The focal point is a large, bold white word—”MUSIC”—spread across the image similar to a clean row of teeth. Wedged tightly and awkwardly between the letters “M” and “U” is the phrase “boy bands” in a much smaller, bright yellow font. This placement mimics the familiar and uncomfortable sight of food particles stuck between teeth. In the bottom right corner, there’s a small image of a Glide dental floss container, subtly but strategically placed to suggest a solution to the problem. The visual is simple but witty, using an everyday annoyance (stuff stuck in your teeth) and pairing it with a culturally humorous reference (boy bands) to evoke a lighthearted emotional response.
Objective: The main objective of this ad is to convey how effective Glide dental floss is at removing things stuck between teeth—quickly, cleanly, and with ease. Rather than using a traditional ad narrative, the image itself acts as the punchline, relying on a clean, unique design to demonstrate the product’s benefit through metaphor. It seeks to build brand recognition and reinforce Glide’s unique selling point: that it gets into tight spaces and removes the “gunk” that doesn’t belong. This campaign doesn’t push an immediate sale but rather creates a memorable visual connection with the brand.
Target Market: This ad targets adults and possibly teens who are visually inclined and appreciate smart, humorous advertising. It’s likely aimed at a modern, pop culture-aware audience who would catch the joke about “boy bands” being unwanted or cheesy—just like food debris. Additionally, the minimalistic and clean aesthetic of the ad could appeal to health-conscious consumers who care about oral hygiene and want a high-quality product that works.
Call to Action: The call to action is noticeable: if you’ve got things stuck in your teeth, Glide dental floss is the solution. The cleverly placed phrase “boy bands” stands in as a metaphor for all the unwanted food and debris that might get trapped between your teeth—and by association, Glide is the product to remove them.
Value Proposition: Glide Dental Floss offers a superior flossing experience by effortlessly removing debris—even from tight spaces—while being gentle and smooth. This print ad promises effective cleaning without struggle or discomfort. By visualizing teeth as blocky letters and “boy bands” as the debris and lodged food, it reinforces the idea that Glide can remove it, leaving your mouth cleaner and fresher. The product stands out for its simplicity and smart branding that connects hygiene with humor.
5. “Ballprints by Tevez” – BBDO Argentina, Buenos Aires 2007 (https://aef.com/ad-campaigns/ballprints-by-tevez/)
Description: This Nike print ad features what first appears to be a chaotic mess of muddy soccer ball marks across a white canvas. However, upon a closer look, the ballprints are specifically arranged to form a portrait of soccer star Carlos Tevez, cleverly shaped through repeated impressions made by a muddy soccer ball. In the bottom right corner, the phrase “Tevez by Tevez” appears, emphasizing the idea that the portrait was created not by a typical artist, but by Tevez himself—through his soccer skills and intense play. This ad uses clever visual metaphor and artistry to appeal to emotion, pride, and admiration for Tevez’s identity as a self-made athlete.
Objective: The main objective of this campaign is to celebrate Carlos Tevez’s individuality and skill as a player, while reinforcing Nike’s brand identity as a champion of authentic athleticism. Rather than promoting a particular product, this ad aims to create emotional connection and brand elevation by portraying Tevez as both subject and creator—someone whose dedication and performance on the field are a form of self-expression. It’s about storytelling: showing that greatness leaves a mark—literally and figuratively.
Target Market: This print ad targets young, passionate soccer players and fans, particularly those who admire underdog success stories, authenticity, and strong work ethic. It appeals to people who see sports as more than just competition—it’s an identity and a canvas. The audience is likely inspired by players like Tevez, who didn’t come from privilege but built their legacy with sweat, resilience, and hustle. Globally, it speaks to fans who respect artistry in sport and align themselves with brands that represent it.
Call to Action: The implied message shows appreciation for Tevez and encourages viewers to be the kind of athlete who creates something lasting through the way you play. By positioning Tevez as both the artist and the art, Nike invites the audience to see their own game as a form of self-expression. This ad encourages players to leave their mark, suggesting that Nike supports and enhances that journey.
Value Proposition: This ad shows that with Nike, athletes don’t just perform—they create. The visual of Tevez’s face formed by the muddy ballprints reinforces Nike’s message that true greatness is shaped by hard work and persistence, not necessarily glamour. Nike becomes symbolic of that process—providing the tools athletes need to define themselves and make an impact, both on the field and in the world.
The best print ads prove that less can truly be more. Through thoughtful design, clever headlines, and emotional impact, they manage to tell a story, sell a product, and spark curiosity—all without saying too much. By analyzing these standout campaigns, we gain a deeper appreciation for the creativity and strategy behind effective visual communication. Whether you’re designing your own ad or simply learning to see with a critical eye, these examples remind us that even on paper, marketing can be powerful. Stay connected with EmpowerMe Life for more insights on advertising, media literacy, and life skills—and tell us, what’s the most eye-catching print ad you’ve seen lately?
EmpowerMe Life 