Wednesday, October 19, 2011

Admiring Shera's Wall of Silence

A brilliant ad campaign for Shera Sound Proofing silences any argument that the world has leap-frogged the US when it comes to advertising innovation.

The following ads are product of Ogilvy, Singapore for Shera's "Sound-Proof Wall Solutions" (right-click to preview each ad larger).

What is truly great here is how well these three ad messages translate (and resonate!) with every person who sees them. I mean, lets face it, we have ALL been on both sides of each of thee walls (if we've been lucky!).

Apartments, condos or homes, the context doesn't matter. The louder-than-necessary party that goes well past 3 a.m., the domestic dispute you know you just want a few more details of or the sounds of passionate love-making keeping you up all night – and not in the good way.

Apparently a materials-based noise reduction alternative, Thailand-based Mahaphant interior design solutions offers Shera, which delivers sound-proofing through technology-empowered building processes that shield you from sounds or keeps your sounds contained. Cool technology.

These ads are spot on. I have long held the belief that advertising is one of our society's greatest common denominators; it's often a common ground that allows us all to participate regardless of social, racial or gender bias.

Sadly this campaign would never run in America. We are too stuck up, too easily offended and too prudish when it comes to social views of what is 'morally right'. As the great David Ogilvy himself once said; "Advertising reflects the mores of society, but does not influence them." Advertising, as always, is a mirror, not a social barometer. We have lost our sense of humor and he ability to take almost anything at face-value.

This is NOT to say great advertising can't be done in America and by no means is all non-American advertising great. But advertising is a fascinating and energetic tool whose real potential is often squandered in the face of trying too hard to address too many different agendas while working within too many moral limitations. Often resulting in a failure to move product or even keep our attention long enough to communicate the message.

Sadly, many of the best communications and advertising in the world are simply created outside the United States. While we struggle to find our moral compass, we can watch as the world creates stunning and interesting sales messaging that really makes some noise.

Advertising Agency: Ogilvy, Thailand

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