Ad Analysis: Airbnb

1. Description of the Ad

The advertisement by Airbnb features a heartwarming image resembling a framed photograph of what appears to be a father and son spending quality time together in a cozy, picturesque setting. This visually striking design blurs the line between advertising and sentimental keepsake. It communicates an emotional appeal rooted in nostalgia, connection, and belonging. The tagline, “Live there. Even if it’s just for a night,” invites viewers to envision not just a place to stay, but a moment to live fully in someone else’s world—if only temporarily. The design and sentiment capture the core of Airbnb’s value: authentic, lived experiences (HP, 2024).

2. Objectives of the Ad Campaign

The campaign’s primary objective was to differentiate Airbnb from traditional hotels by focusing on the idea of “living like a local.” Rather than simply booking a room, Airbnb encourages travelers to immerse themselves in new cultures and neighborhoods. The goals were likely to increase brand loyalty and emotional engagement, drive bookings through emotional resonance rather than price or convenience, and expand market share by appealing to families and experience-driven travelers. These objectives are measurable (e.g., increase in bookings and website traffic) and attainable given Airbnb’s global reach and growing popularity at the time. The emotional tone made the campaign especially timeless, which helped solidify its long-term brand identity.

3. Target Market

The ad targets experience-oriented travelers, particularly families, young parents, and emotionally-driven decision-makers who value making memories over material luxuries. It appeals to parents looking to create bonding moments, travelers seeking more authentic, off-the-beaten-path experiences, consumers disenchanted with generic hotel stays, and budget-conscious but emotionally rich travelers. The image of a father and son reinforces the importance of family travel, comfort, and personal connection—an audience that values both adventure and emotional safety.

4. Desired Audience Action

The ad encourages viewers to book through Airbnb and rethink what travel means. It’s less about sightseeing and more about experiencing daily life in a new place, even briefly. The campaign suggests that, by booking with Airbnb, the audience will feel like they “belong” in new places, create lasting memories, and experience comfort and connection away from home. This emotional benefit—living like a local, not a tourist—is the unique action Airbnb wants its audience to take.

5. Value Proposition

Airbnb’s value proposition is centered around the promise of authentic living experiences anywhere in the world. The brand differentiates itself by offering a wide range of unique accommodations (homes, apartments, treehouses, etc.), opportunities to connect with local hosts and communities, and a more personal, immersive, and emotionally rewarding travel experience. The emotional narrative—“Live there. Even if it’s just for a night”—suggests that Airbnb offers more than a bed; it offers a sense of place, story, and belonging, which is especially compelling for families and sentimental travelers.

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

HP, C. (2024, May 15). 15 Best Magazine advertisement examples of successful campaigns. The Media Ant. https://www.themediaant.com/blog/best-magazine-advertisement-examples/

Ad Analysis: Pepsi Halloween

1. Description of the Ad

The ad features a Pepsi can wearing a Coca-Cola branded cape, cleverly mimicking a Halloween costume. The text reads: “We wish you a scary Halloween!”—adding an extra layer of humor and playful rivalry. This ad leans heavily on humor and satire to create an emotional response, especially for viewers familiar with the long-standing battle between Pepsi and Coca-Cola. The costume concept works double-time: it’s both seasonally relevant (Halloween) and a bold jab at the competition (HP, 2024).

2. Objectives of the Ad Campaign

The main objectives of this ad campaign were to generate brand buzz through humor and viral content, reinforce Pepsi’s brand as bold, playful, and culturally aware, and leverage the Halloween season to drive engagement and brand recall. This was not directly focused on sales, but more on brand positioning—highlighting Pepsi’s personality in contrast to Coca-Cola’s more classic, traditional image. The ad’s shock value and humor made it highly shareable on social media, helping to achieve short-term engagement and long-term brand association.

3. Target Market

The target audience for this ad includes younger consumers (Gen Z, Millennials) who respond well to humor, internet culture, and brand “sass”, soft drink consumers who are aware of the Pepsi vs. Coke rivalry, and social media users and meme-savvy individuals who enjoy clever marketing. This ad clearly appeals to people who enjoy brand wit and irony—consumers who may not have brand loyalty but are more likely to buy based on branding, mood, or impulse.

4. Desired Audience Action

The ad aims to reinforce Pepsi’s brand identity and encourage fans to engage with the brand online (sharing, commenting, laughing at the ad), choose Pepsi because it’s the “funnier” or “cooler” alternative, and associate Pepsi with youth, humor, and seasonal fun. While not a hard call to action (like “Buy now!”), it’s a soft push to make consumers think of Pepsi the next time they’re picking a soft drink—especially if they like a brand that doesn’t take itself too seriously.

5. Value Proposition

Pepsi’s value proposition in this ad is about attitude and identity more than product features. The brand is positioned as playful, daring, and self-aware, a brand with cultural edge and personality, and confident enough to reference its biggest competitor without fear. In a crowded market where the product differences are subtle, Pepsi uses brand voice and humor to stand out. The “scary Halloween” message cleverly suggests that pretending to be Coca-Cola is the real fright—an edgy, funny twist that resonates with fans who enjoy brand rivalry.

Ad Analysis: Faber-Castell

1. Description of the Ad

This ad by Faber-Castell, a well-known brand for pencils and creative tools, is a striking visual metaphor. The image shows a young girl caught in a moment of creative excitement—her body positioned at the tip of a pencil, which is lit like a spotlight, emphasizing her “lightbulb” moment of inspiration. The tagline, “In every pencil, there is an idea ready to be found,” reinforces the emotional and intellectual connection between tools and imagination. The ad uses color contrast and symbolic imagery to turn a simple pencil into a metaphor for human potential and discovery (HP, 2024).

2. Objectives of the Ad Campaign

The campaign’s primary goals appear to be to reinforce brand identity as a source of creativity and inspiration, encourage consumers to view Faber-Castell pencils as more than just stationery, but as tools for expressing ideas, and to appeal to students, artists, musicians, and creatives who want to “elevate” their work. This is less about direct sales and more about brand loyalty and emotional connection. The objective is attainable and timeless—positioning the product as a must-have for anyone who creates.

3. Target Market

The ad speaks to a range of creative individuals—people who view writing, drawing, or making music as an extension of who they are. The target audience includes students, artists, designers, and musicians, parents and teachers looking to encourage creativity in kids, and lobbyists and professionals who value quality tools for creative expression. It emotionally appeals to those who want to bring their inner ideas to life, suggesting that a good pencil can spark that breakthrough.

4. Desired Audience Action

The ad subtly urges the audience to buy and use Faber-Castell pencils as a way to unlock their ideas and personal “aha” moments, view the product not just as a tool, but as a partner in the creative process, and feel that without the right pencil, their ideas may remain dormant. The action is emotional and imaginative.

5. Value Proposition

Faber-Castell offers a high-quality, trusted tool that goes beyond utility. The brand promises reliable, beautifully crafted pencils that help translate imagination into reality. The ad’s message is clear: every idea starts with a pencil, and Faber-Castell gives you the best one to start with. It’s a strong emotional and practical pitch for creatives of all levels.

Ad Analysis: Ford Rear View Camera

1. Description of the Ad

This Ford ad features what at first glance looks like a dog taking a selfie. But on closer inspection, the viewer realizes they’re seeing the dog through a rearview camera display, as if looking through the eyes of a driver in reverse. The caption reads: “So that our little friends become more visible,” adding an emotional layer of care and responsibility. The ad creatively turns a safety feature into a heartfelt moment, using sentiment and empathy to highlight the feature’s purpose. It’s visually disarming and instantly relatable for pet lovers and families alike (HP, 2024).

2. Objectives of the Ad Campaign

This campaign’s objectives are to raise awareness about Ford’s Rear View Camera safety feature, position Ford as a caring and thoughtful brand that values life, not just performance, and to encourage safer driving behavior and show how Ford technology supports that goal. This is both measurable (e.g., increased interest in safety features) and attainable—especially as modern car buyers often prioritize safety technology in their purchasing decisions.

3. Target Market

The ad is clearly designed for pet owners and animal lovers who are emotionally invested in their pets’ safety, as well as families and responsible drivers who prioritize safety and peace of mind. The soft emotional appeal expands Ford’s reach beyond just performance-focused audiences, tapping into buyers who care about the everyday, real-life benefits of smart features.

4. Desired Audience Action

The action this ad encourages is to consider purchasing a Ford vehicle equipped with the Rear View Camera and to prioritize safety features when buying or upgrading a car. 

5. Value Proposition

Ford’s value proposition in this ad is focused on protection, awareness, and care. The brand positions itself as a leader in smart vehicle technology and a brand that understands the importance of the little things, like the safety of a family pet. The Rear View Camera is presented not just as a tech add-on, but as a compassionate tool—an extra set of eyes to help drivers protect what matters most.

Ad Analysis: King Khalid Foundation: Can’t Be Covered

1. Description of the Ad

The “Can’t Be Covered” ad is a striking and deeply emotional visual created for the King Khalid Foundation, a Saudi Arabian NGO. It features a woman wearing a traditional head covering, with only her eyes visible. One eye is visibly bruised, immediately signaling abuse. The simplicity of the image is haunting, and the text reads: “Some things can’t be covered. Fighting women’s abuse together.” The ad relies on visual shock, empathy, and cultural symbolism to convey a strong message about the hidden but prevalent issue of violence against women. It’s a bold and unprecedented public awareness effort in the context of Saudi Arabia (HP, 2024).

2. Objectives of the Ad Campaign

This ad had multiple, clear objectives such as raising public awareness about women’s abuse, challenging societal silence and cultural norms that keep abuse hidden, and encouraging victims and communities to speak out and seek help. The campaign’s objectives were cultural and social in nature—focused more on sparking dialogue and change than measuring traditional advertising success. Still, the visibility and shock factor made it a powerful, impactful campaign, especially as the first of its kind in Saudi Arabia.

3. Target Market

The ad targets multiple audiences such as Saudi citizens, especially women (to validate their experiences and open up discourse), community leaders, families, and men (urging them to acknowledge and stop the cycle of abuse), and governmental and legal bodies (to highlight the urgent need for protective laws and support systems). Its aim is to reach not just victims, but also bystanders and influencers, pushing for collective accountability.

4. Desired Audience Action

This ad calls for awareness, acknowledgment, and action. It asks viewers to stop ignoring signs of abuse just because they’re hidden or not spoken about and to support survivors and help break the silence. The emotional impact encourages both internal reflection and external advocacy—the ad is a call to conscience, not consumerism.

5. Value Proposition

Although this is a public service ad and not selling a product, the “value” offered is social justice, awareness, and protection. The King Khalid Foundation presents itself as a progressive and brave voice for change in Saudi society and a platform for empowerment, education, and legal reform. The tagline, “Some things can’t be covered,” is both literal and metaphorical—declaring that violence, no matter how concealed, must be confronted. The ad positions the foundation as a catalyst for truth and transformation.