Komatsu: Titanic

A growing problem I’m beginning to see literally everywhere in advertising is how people talk smack (lies) to sell their products. This was discussed on the Olympus Camera ad campaign where I argued that the ad was being untruthful. Some agreed but most just love the pure creativity of the ad.

Komatsu: Pisa

I found these on Ads of the World. It really jumped out from all the other ads. I think what makes an ad great is when they can dramatize a realistic situation to the point it’s no longer realistic. The problem with this is often ads cross the line and can become untruthful. What is this line? How do you thread it carefully?

Komatsu: Liberty

Playing devil’s advocate, is this ad exaggerating or is it a lie like the Olympus Camera ad? Let’s dissect. My answer to this is that it’s not a lie. Why you wonder? Well in this one even though it’s unrealistic, there are enough details to convey a level of realism. For example as the bulldozer lifts the object, you see dirt and pieces of bricks breaking off. This level of detail makes it more of an exaggeration than a lie, because we are well aware that it’s not possible.

Olympus: Beautiful shots at 33ft underwater: Asian

The Olmpus ad took the opposite approach. They used only one element from an underwater scene and indicated that taking a photo with this camera would present such flawless results. The underwater scene could have been flawless but more realistic by showing her hair floating and a few more bubbles even. That level of realism would make viewers think, “Oh, it’s underwater, I doubt it does that.” The line that was crossed in my opinion is that to some degree the Olympus ad is presented as actual fact rather than a means to impress upon the viewer the camera’s abilities through exaggeration.

I think this ad takes advantage of something that the other couldn’t; that is, it actually is possible to get such flawless shots underwater (after post-production). It exploits that fact for its own gains.

I’m willing to say based on these points that the ad is more sneaky than blatantly lying. In the past article it was simplified: Did the camera take the picture? Yes or No? In the same way, this ad can be simplified: Is the machine lifting the object? Yes or No? If no, then they’re both lying. In retrospect, I don’t think they can be simplified like that because it’s a matter of perception.

Komatsu: Sphinx

In this current ad for Komatsu, any intelligent being knows it’s not possible but still is intrigued by the idea. It’s simply a visual to grab our attention and fill us with wonder. It’s successful in that sense. No one is going to buy this machine expecting it to do exactly this but one can purchase the camera expecting it to do exactly that. It’s really not far-fetched for a camera to do what the ad shows but do they guarantee that? I think not.

All in all the point to be made is simply that some ads lie, some exaggerate. I don’t think my perspective is conclusive but hopefully it can help highlight the fact that as designers we do have social responsibilities. Our creativity can be harnessed for the power of good and evil. I’m not saying the Olympus ad is evil because I love it. I don’t think it’s blatantly lying but rather being sneaky. But there are ads out there that totally exploit unsuspecting consumers.

What is your thought? I’d love to have people respectfully share their own perspectives on this whether agreeing or disagreeing.

Critique Agent: "dmadray"  -  http://twitter.com/depthskins

Damian Madray is the founder & creative director of Depthskins Studio & DesignersCouch, his responsibilities are in the areas of branding, web design and project management. Damian’s keen eye is always absorbing design elements around him which lead to the creation of DCQ. More posts by this author.