Ad Analysis: Free Money by AARP

Link to the ad: https://aef.com/ad-campaigns/free-money/

1. Description of the Ad

The selected ad is a digital campaign focused on fraud prevention. The ad features a woman’s purse left open with a wallet visible. It includes a quote from an AARP member stating, “Leaving your bag carelessly open is like asking someone to steal your belongings.” Additionally, the ad provides a QR code that leads users to fraud prevention tips. The ad effectively uses fear appeal to create awareness about financial security and fraud prevention. The image of an open purse immediately triggers concern, particularly for individuals who carry personal belongings in handbags or purses daily. The phrase in the ad reinforces a sense of urgency and personal responsibility. The inclusion of the QR code is also a strategic move to engage a tech-savvy audience, allowing them to access valuable information instantly (AARP, 2024).

2. Objectives of the Ad Campaign

The main objective of this AARP campaign is to educate and inform consumers about fraud prevention rather than directly selling a product. By making people more aware of financial scams and security risks, AARP positions itself as a trusted resource for fraud prevention among older adults. These objectives are measurable (e.g., tracking QR code scans) and attainable within the targeted demographic. Since fraud prevention is an ongoing concern, the campaign is not strictly time-specific but is instead part of AARP’s broader advocacy efforts. 

3. Target Market

The primary target market for this ad is likely older adults (50+), as AARP primarily serves individuals in this age group. However, it can also appeal to younger individuals who assist aging parents or have concerns about financial security. Security-conscious individuals who prioritize financial safety and are also likely to engage with this educational content.

4. Desired Audience Action

The ad encourages the audience to take immediate action by scanning the QR code for fraud prevention tips. The primary benefit to the audience is that they gain valuable knowledge on how to protect themselves from scams and financial fraud. By taking the suggested action, the audience can learn practical steps to safeguard their financial assets, avoid common fraud tactics that target older adults, and feel a greater sense of control over their financial security.  

5. Value Proposition

The value proposition of this campaign is that AARP offers trusted, expert financial advice that helps individuals protect themselves from fraud.  Key benefits that drive engagement with this campaign include: personal security, trust & credibility, and ease of access.

References:

Pope, D. (2003, June). What else do you need to know to analyze an ad?. Making Sense of Ads. https://historymatters.gmu.edu/mse/ads/question5.htm

AARP. (2024, January 12). Fraud prevention: AARP Membership Benefits. https://www.aarp.org/membership/benefits/finance/fraud-prevention/  

Ad Analysis: Blood Box by the Australian Red Cross

Link to the ad: https://aef.com/ad-campaigns/blood-box/

1. Description of the Ad

The Blood Box ad by the Australian Red Cross features a traditional donation box, but instead of being filled with money, it is filled with blood. The tagline reads, “Money isn’t everything.” The ad explains that individuals can save up to three lives by donating blood, emphasizing that generosity isn’t limited to financial contributions. It also provides clear next steps for potential donors, including a phone number and website for more information. This ad relies on shock value and emotional appeal to grab attention. The imagery of blood inside a donation box is visually striking, making the viewer pause and reflect. It contrasts two universally understood symbols—money and life—to emphasize that while monetary donations are valuable, donating blood can have an even greater impact. 

2. Objectives of the Ad Campaign

The main goal of this ad is to increase blood donations by shifting the perception of giving—encouraging people to contribute something more valuable than money. The campaign seeks to:  raise awareness about the urgent need for blood donations, educate people that a single donation can save up to three lives, and provide clear and immediate action steps to encourage donations. These objectives are measurable (e.g., tracking website visits, phone inquiries, and donation rates) and attainable as they align with the Australian Red Cross’s ongoing blood donation initiatives. While blood donation is a continuous need, the campaign likely aimed for a short-term increase in donor participation (Australian Red Cross, 2021).

3. Target Market

The ad targets a broad range of individuals including those who are eligible to donate blood, those who may not have considered blood donation before, and those who are socially conscious and want to make a difference but may not have the financial means to donate money. This ad also indirectly targets individuals who may not donate blood but can influence others, such as family members, friends, or workplaces that could organize donation drives.

4. Desired Audience Action

The ad calls on viewers to donate blood by providing a phone number and website for more information. The main benefit of taking action is the opportunity to save lives at no personal cost—an incredibly powerful motivator. If the audience follows through and donates blood, they will:  directly help up to three people in need of blood transfusions, feel a sense of purpose and altruism (knowing their contribution is life-saving), and engage in a selfless act of kindness without requiring financial resources. 

5. Value Proposition

The value proposition of this campaign is that saving lives is within everyone’s reach, even without financial means. Key benefits that encourage participation include: the life-saving impact, accessibility, and ease of action. 

Ad Analysis: Pink by Adidas

Link to the ad: https://aef.com/ad-campaigns/pink-2/

1. Description of the Ad

The ad from Adidas’ Adicolor campaign features what appears to be a simple black-and-white coloring sheet with an Adidas shoe. Hints of color peek through from the background, suggesting the potential for customization. The ad prominently displays the title “Adicolor” and includes a website link for viewers to visit. At the bottom, the phrase “Express yourself” reinforces the campaign’s theme of individuality and creativity. This ad leverages self-expression and personalization as its core appeal. The Adicolor campaign was a revival of Adidas Originals’ iconic silhouettes—Superstar, Gazelle, and Samba—but with a fresh, customizable twist. The ad’s minimalist design and use of color contrast invite viewers to imagine the creative possibilities of making the shoes uniquely their own (Adidas, 2023).

2. Objectives of the Ad Campaign

The ad aimed to reintroduce Adidas Originals classics with a focus on personalization and encourage consumer engagement by positioning the shoes as a canvas for creativity. The campaign’s objectives were measurable (e.g., website visits, engagement with customization features, and sales of Adicolor products) and attainable because it aligned with the growing trend of self-expression in fashion.  Additionally, it was time-sensitive as it marked the comeback of Adidas Originals. 

3. Target Market

The ad primarily targeted young, style-conscious individuals who value originality in fashion, including Gen Z and Millennials, fashion-forward consumers interested in sneakers, streetwear, and customization, and sneaker enthusiasts, artists, and the urban fashion scene, where self-expression is key. 

4. Desired Audience Action

The ad encourages viewers to visit the website to explore Adicolor options and customize their own Adidas shoes. The benefit of engaging with the ad includes an interactive brand experience, access to classic footwear, and the ability to acquire personalized style.

5. Value Proposition

The value proposition of the Adicolor campaign is that Adidas Originals offers classic sneakers with a modern, customizable twist—allowing consumers to express their unique identity through fashion. Key selling points include: Customers have the freedom to personalize their shoes and the growing demand for self-expression and limited-edition sneaker culture.

Ad Analysis: Mix by Apple

Link to the ad: https://aef.com/ad-campaigns/mix/

1. Description of the Ad

The Mix ad by Apple features a lime-green blender with the classic iPod music control wheel integrated into it. At the bottom of the ad, the word “Mix” reinforces the idea of blending different music genres and artists into one seamless playlist. Apple employs minimalism and brand recognition as the core appeals of this ad. The blender metaphor cleverly represents the concept of mixing music, while the design immediately evokes Apple’s signature aesthetic—clean, modern, and instantly recognizable. The ad doesn’t even need to show an iPod; the control wheel alone is enough for consumers to associate it with Apple’s iPod line.

2. Objectives of the Ad Campaign

The campaign aimed to promote the iPod’s playlist customization feature, reinforce Apple’s strong brand identity, and create an emotional connection with existing iPod users who already associate the design with their personal music experience. The campaign’s objectives were measurable (e.g., increased engagement with playlist features, iPod sales, and consumer recognition) and attainable due to Apple’s already loyal customer base.  

3. Target Market

The ad primarily targeted music lovers and tech-savvy individuals, including both teenagers and young adults, Apple’s core audience (students, professionals, and creatives who value technology and music), and individuals who enjoy curating their own music experience and are likely brand-loyal to Apple.  

4. Desired Audience Action

The ad subtly encourages users to explore and create playlists on their iPods, making the listening experience more personal and enjoyable. The key benefits include personalized music experiences and simplicity & convenience due to Apple’s interface that makes it easy to organize music.

5. Value Proposition

The value proposition of the Mix ad is that Apple’s iPod offers a seamless and creative way to curate and personalize music, making every listening experience unique. Users have complete control over their music selection and it can all be done through user-friendly technology provided by Apple.

Ad Analysis: Scrub by Ponds

Link to the ad: https://aef.com/ad-campaigns/scrub/

1. Description of the Ad

The Scrub ad by Pond’s is a minimalist yet highly creative representation of how its Anti-Bacterial Facial Cleanser works. The ad features a completely white billboard, except for a pore-shaped cutout that is the same shade as the sky. Inside the pore, an image of a man scrubbing it clean visually reinforces the product’s purpose. The tagline, “Cleans pores. Fights pimples,” is placed alongside an image of the Pond’s cleanser bottle. This ad uses visual metaphor to illustrate the deep-cleaning power of Pond’s. The large, open pore with a tiny man scrubbing it creates a clear and clever depiction of how the product removes dirt and bacteria. The design is simple, eye-catching, and effective in communicating the product’s benefits at a glance.  

2. Objectives of the Ad Campaign

The ad aimed to increase brand awareness for Pond’s Anti-Bacterial Facial Cleanser, visually communicate the product’s function, and engage consumers through a clever, memorable billboard design. The objective was attainable as it directly appealed to individuals struggling with acne. It was also measurable in terms of brand recognition and product sales.

3. Target Market

The ad primarily targeted young individuals who struggle with acne and skincare concerns, individuals who are conscious about skincare, and consumers looking for affordable, effective skincare solutions that provide visible results (INCIDecoder, 2021).

4. Desired Audience Action

The ad encourages consumers to try Pond’s Anti-Bacterial Facial Cleanser by visually proving its effectiveness. The product is advertised to prevent acne and provide deep pore cleansing.

5. Value Proposition

The value proposition of Pond’s Anti-Bacterial Facial Cleanser is that it effectively cleans pores and fights pimples, providing a simple yet powerful solution for clearer skin. This is reinforced by the fact that Pond’s is a well-established skincare brand known for affordability and effectiveness.