Ads - Then & Now

De Beers: Honeymoon (1948), N.W. Ayer & Son

This is one of the original ads from N.W. Ayer & Son for De Beers. As you can tell, romance has always been a part of advertising for De Beers. This painting by Nicolla Cikovsky, titled "Honeymoon on the Rocky Coast of Maine" illustrates the idea that De Beers is trying to sell. The text "A Diamond is forever" is present in this ad, but is not the most prominent thought contrary to the advertising we see today. Popular of the times, this ad contains a good amount of copy and a lot of facts about the diamond. As the diamond industry is more well understood in these times (in part to this marketing campaign) these two elements have lost their place in modern advertising for De Beers.

De Beers: Now Everyone Else Will Too, JWT

What a difference 50+ years can make! This modern day ad for De Beers is very different from the one in 1948, however, the slogan "A Diamond is forever" remains. By this time the idea of buying a diamond for an engagement ring has set in with America and most of the ads concentrate on other aspects. This one above however, is still driving home the point that a diamond is necessary to show your love to your loved one. Although it's a bit overwhelming thinking about how De Beers advertising has shaped our society (yes it is a molder not a mirror in this case) this ad is simple and classic and continues to instill in our brains the concept behind a rare rock.

VW: It makes your house look bigger, DDB, New York.

This ad for VW is from the 60's but it feels like it could be from today and thats the magic behind it. It helps that the beetle has become a pop icon and that the car itself hasn't changed much so it doesn't look like some old rusty car we would see at a junkyard. But, the point is that, DDB took an interesting approach to advertising VW by admitting their differences and embracing them. The use of space in this ad is great as well. And the copy gets the point across with the headline, and then if you're interested, there's more for you to read as well. I agree with our book, definitely one of the 20 ads that shook that world.

VW: The Beetles, Crispin Porter & Bogusky

The iconic Beatles album cover has artfully made its way to "The Beetles" in this print ad from CP&B. In keeping with the original fun loving ads from VW's past with DDB, CP&B has kept the copy short and the idea big. This ad continues to convey VW as a fun and energetic company. Some of the contemporary advertising for VW is more complex, but it is still very simple, clean, and clear.

Coke: I'd Like to Teach the World to Sing, McCann Erickson, 1971

This coke ad from 1971 is hard to even watch because the video qualities just weren't that great in the 70's and even though I'm sure it looked great then, it's hard to see it through those lenses now. Nevertheless, it shows how long Coke has advertised itself as being a part of the American culture. I think Coke really wants to show that it is part of all of us and we are a part of it. The style of commercial has changed with the times, but the message has remained the same.

Coke: Bugs Life Superbowl Commercial 2009, Wieden + Kennedy

This ad is one that was shown at the Superbowl in 2009. It's happy, fun and energetic. The animation is great and there are so many things to look at. It's almost like they're saying "What if this really happened to your Coke?". They don't really need to persuade you to buy, Coke is already very successful, I think they're just looking for ways to entertain the consumer and keep the brand in a good light.