Although the campaign for the NSPCC is my favourite out of the ten, it’s also the one that I have reservations about. The ads are compelling and simple, but my query is whether posters are the right medium for them. We tend to forget that posters are a blunt instrument: you can’t control who sees them. We have a responsibility to use media discreetly, and I’m not sure that such violent ads should be up in the street where children are exposed to them. Having said that, it’s a brilliant campaign.
Judging from the words – “Man Kind” and “Man Power” – the Vaseline posters are repositioning the brand, from a medicinal, feminine image towards masculinity.
Though a cliché – if it’s to do with men, it has to be made out of metal – they do convey the message effectively.
Fifth Element has been put together according to the rules which all film posters seem to observe: the name of the film, the name of the star and a representative image; as if this is the formula that works. But as soon as a rule has been established, that’s the time to break it.