PURPOSE-DRIVEN

ADVERTISEMENTS
"Just Do It." was short
and sweet, yet
encapsulated everything
people felt when they
were exercising -- and
people still feel that
feeling today. Don’t
want to run five miles?
Just Do It.
Don’t want walk up four
flights of stairs? Just
Do It. It's a slogan we
can all relate to: the
drive to push ourselves
beyond our limits.
 INTRODUCTION
Some industry leaders have lamented the
rise of purpose driven ads, claiming it can
harm creativity, but a new generation
doesn’t want to choose between helping
client and world.
The mass media serves as a mediating
structure between individuals and their
behavior towards the product.
 Tone Deaf
Advertisements

Justified
Advertisements

Wrongly Interpreted
Advertisements
 UNFIT CAMPAIGN
“WHO NEEDS A PERFECT BODY?”
The campaign turned controversial when they
projected zero-sized models to publicise the
advertisement , hurting the sentiments of the
general public and creating a negative impact
over the perspective of a PERFECT BODY!

contradictory statement
 BACKLASH OF BEAUTY
BOTTLES

“THE REAL BEAUTY BOTTLES! ”

“Beauty comes in all shapes and sizes”.
“There is no one perfect shape.”
The idea backfired ruining the company image where women
felt being categorized all the time.
“Dove has done great things, and it’s really changed
advertising”.
“They took a massive risk to fully pivot their brand toward a
social message, and they understood and brought to life the
impact of advertising on women’s and girls’ self-esteem.”
 FIT ME FOUNDATION -
MAYBELLINE
Maybelline benefits to find a product
that will “Fit” your skin tone. The ad
portrays 3 different skin tone models
wearing the foundation displaying
the product explaining its benefits.

Company promises, that it will “Let

the real you come through”
(skin tone).

The Beauty industry has strayed away

from the bright colors and dramatic
looks (natural look). It follows
society’s turn towards self-love & a
more realistic beauty standard.
The purpose of the
campaign as they said,”
'ladies, feel good about who
you are; your shape is
individual to you and we can
fit your shape.”

The reaction on ground

being bloggers calling
Levi’s out for building
Curve Id on the premise:
“You can have any shape
you like, as long as it’s
skinny.” Added to that was
the angst about Levi’s WATERPROOF
having spent a lot of its ADHESIVE
existence building the
“unfair expectations on
the perfect body size” via
its advertising.
 CONCLUSION
In Australia, Metro Trains
simple message: “No
horsing around near train
tracks.”
Disorderly conduct leads
to injuries, even death. But
instead of warning signs or
announcements inside train
stations,
Metro Trains came up with
Dumb Ways to Die, a song
that has garnered 157
million YouTube views since
it debuted in 2012.
The famous campaign
communicates a
simple idea in a
creative and
memorable way -- you
don't feel like you're
being nagged.
BOTTOM LINE:
“If your subject matter is
grim or boring, consider
using creativity to get your
message across.”
THANKYOU !