I like this creative. Or I should say I think I would if I were one of the women I know who are concerned about wrinkles. This nice-looking ad voices a concern about a specific trouble spot, which almost demands that the user interact with the ad to find out what to do about it. When you click on the word, it delivers the sales message. My only quibble is that on a small monitor -- like my laptop -- the big payoff (clickable logo and "Learn How") was hidden below the fold. The site it clicks through to is great, however, it reminds me of InStyle.com's "Steal This Look" Feature.
--Lee Watters, Executive Editor
First of all, let me state for the record that I love larger size ads. I also don't think that you need a huge amount of animation and flash to make a great piece of Internet creative. The L'Oréal ad does just that!
So why don't I love the L'Oréal ad? First,you have to view the communication in the context of the page view, and this time, it's just too large. If you have to scroll to read and understand the message, then you're asking the viewer to do too much. Consider asking a TV viewer to click on #3 on his remote to see the rest of a commercial and I guarantee you that it will never, ever happen.
Worse yet is sending an interested person to a click through page, and once you land on that page, you can't find the logical link to the subject you were referred to in the advertisement. This is an issue I see more and more. The assumption is if I can get them to my Web site home page, I've done my job. Well if your potential customer is lost once they get there, and you don't make the sale, then you've failed miserably.
But that's just my opinion.
--Neil Perry, Marketing Consultant
I want to like it—I love big monster banners— but the L'Oréal unit feels thrown together, interactive elements bolted on to a print ad. The sophistication of the core elements are marred by clunky design details (badly placed call-outs, for example) and copy whose tone subverts the mood of the ad. The headline is “Express Yourself,” but after clicking the four options, my big takeaway is that displaying emotion is bad.
Nor is the interactive concept strong. Each of the four clicks (why not rollovers?) delivers the same information. After the first click I get it. My feeling? Disappointed.
--Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles