It is quite easy to turn pages of a magazine without paying attention to print advertisements that feature only well dressed men and women( there are so many! ). But advertisements demand attention when they get a brand to appear every alternate page for a few pages, with different creatives, with a consitent message and with an added innovation that leads from one ad to the next.
Park Avenue's "Real work is back in fashion" advertisements in this week's India Today has achieved just that. I feel it talks well to today's young working class of India who have a flair for getting things done and are no longer constrained by the 9Am to 5PM workplace definitions of the past. The tagline is a strong one and should appeal to an audience who is honest.
I liked how each of the four advertisement start with an innovative strip ad on one page that lead to the visual on the next, and this is in hindsight, I had glanced over the first two ads, its the repetitions that caught my attention. Thankfully, its print advertising and not TV, where a bad 30 second advertisement gets repeated every 10 minutes leaving one with no choice but to see ( Allen Solly is stressing me :| ). Print advertising demands intelligence when ads for a brand have to appear every alternate page, and in this case for Park Avenue its a job well done.