NIVEA Creates The Essential Summer Print Ad
The recent trend of using print ads as technological artifacts is unquestionably gimmicky – while it’s terribly cool that you can use a recent issue of Forbes as a wireless hotspot thanks to Microsoft, there are only so many wireless hotspots one can really carry around in magazines.
That’s not to say that the potential of tech-enhanced advertisements is tapped, though. NIVEA Brazil just released a clever concept thanks to the efforts of Giovanni+Draftfcb. The idea, more or less, is that while NIVEA ensures your body can go all day in the summer sun, your phone just can’t keep up. And since nothing should bring you in from the beach, Nivea has a solution: it’s turned a print ad into a solar charger. Just plug your USB cable of choice into the ad, plug the other end into your phone and lay it all out solar panel side up – brilliant.
Viral ads survive on the idea that advertising doesn’t have to be disposable. Brands like Microsoft and NIVEA are bringing that concept to print, and in the process they’ve created ‘must-have’ ads.
