(My ads for the week were done by Jung von Matt/Neckar Advertising Agency, Stuttgart, Germany.)
This is a campaign produced for the international lifestyle, Deutsch magazine. The images used really sparked a questioning of German taboos and where the line between attention grabbing and immorality lies.
The campaign shows scenes that "could" be understood as a German Shepherd 'loving his owner'. The quality and style of the shots are as you would see in any Glamor or Vogue magazine. The ads were meant to be as eye catching and disruptive as possible.
The actual magazine, from what I have read about it, is quite far from how the ad actually portrays the "international lifestyle". The layout is super classy! They are riding on pure shock factor here. According to the Jung von Matt agency, "the images seem to be inspired by the photographs of Helmut Newton, taken in 1984. The German Shepherd dog is a symbol of Germany's culture"(10 ad and marketing journal).
(Did i mention that the campaign was produced and executed by females.)
There are advertisements that are created with the aim of arousing controversy. We all know what they say, negative publicity counts for something too; at least your name is getting out there! This ad was most definitely a product of this sort of state of mind.
Link Here
I do have to say that these a totally disruptive. They break the mold of any Vogue advertisements. They really caught my eye when I saw them on the feed. I don't know if I understand the concept thought. International Lifestyle? I don't know. you kind of lose me. But, I completely agree that the layouts are great and the idea is there, but I don't know if it hits me like it should. Maybe I will look up the link. But great ad to choose :]
ReplyDeleteGross. I'm not the least bit conservative when it comes to this kind of thing but this is just gross. The one on top really disgusts me. I don't think it's right to compare the German culture with a German Shepherd being sexual with a human. The concept is off and although it creates shock value I think it's in the wrong ways. Interesting post!
ReplyDeleteAs much as I LOVE sex and fashion, I believe there is a point were somethings are taken to the extreme. The use of the German shepherd as a symbol for Germany I think is innappropriate, and it reads more bestiality than symbolism. I can think of other symbols that could have been used that would have been more effective than the use of a dog. But I will admit, the images are well done and defiantly cacth your attention.
ReplyDeleteYeah, I agree that these ads are horribly immoral and disgusting. Its just so unlike anything that we will ever see in America.
ReplyDelete@ Crystal, there is no concept really.. It's just for the shock value of what the dog and her appear to be doing.
Gross.