Involve the Reader
This means the reader is physically involved with the print advertisement... ideally in ways more creative than just "scratch and sniff" or cutting out a…
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This advertisement is an interesting involve the reader example. "See what's behind it all" is referring to the life that lives on the flooring. When the reader lifts each tile, they are given an example of what happens on the floor.
The reader is supposed to rip the chains in order to see the message. The copy reads "ending slave labor is not this easy." I think this is incredibly clever because it shows just by breaking the chains doesn't mean you have solved the slave labor problem. It also brings awareness to the reader.
This ad is an involve the reader ad while it also proves a point that the HR-V is bigger than it looks. The print ad also makes it to where it does allow the reader to interact with the ad by folding the pages. The copy is also really clever as well because it has copy that relays two different messages.
Brilliant "Involve the Reader" -- not only does the reader spend time with the brand, she's also, then, left with part of the ad on her desk for days or years! Yep.
Jacquie's comment: Too bad Mini Cooper did this first, in about 2005. True that most ideas are not new, but this is, to me, a rip-off of Crispin & Porter's work. Put a twist on it to make it yours, Jeep. Original text: Jeep Print Advert By Creostudios.it: Set your inner child free | Ads of the World™