I saw this picture on the left on Ramesh De Silva’s blog. Simple idea, very nicely done, to promote a nearby café. It doesn’t deserve a Chilli like the comment says, for it is an original!
Then I saw the one on the right – a Rockland Rum ad in the Serendib Magazine – typical Chilli material.
The ad tries to emulate a good trend, but the graphics are poorly executed. No finesse, the lines look very rough and rugged. Logo slapped on in the middle of nowhere, as if the art director was running out the room for a loo break. No time to think, no time craft the ad.
Best of all, is the slogan: “You’ll find no other Rum like ‘dis on ’de earth.”
People from all over the world read Serendib, and they are claiming that there’s no other Rum like this on the earth? Who are they trying to fool? Did the agency think that travellers on-board SriLankan airlines have never heard of other brands of fine rums such as Cruzan for example? Or Bacardi or Malibu at least? It’s not what the slogan says but what it means that matters.
Right now, Rocklands are looking stupid in front of the globe trotters who fly SriLankan, thanks to an agency that writes lines for the sake of revering a brand with no evidence to prove it’s obviously false claim.
And the Chilli goes to..?