When a picture is worth a thousand words an advertisement must make those thousand words catch your attention. In this post, we will discuss the use of alignment, contrast, repetition, proximity, and color. We will be analyzing a recent advertisement from BBVA Frances, an Argentinian bank, from their “Stories- Bracelet, Camera, Reliquary” ad series.

Link: https://www.adsoftheworld.com/media/print/bbva_stories_bracelet_camera_reliquary

Campaign and Creative Credit:

Advertising Agency: DDB, Buenos Aires, Argentina
Executive Creative Director: Adrián Piattoni, Facundo Varela
Creative Director: Juan Mesz, Fernando Zagales
Copywriter: Haroldo Moreira
3d: Mariano Fernández
Retouch: Víctor Bustos, Dante Rodriguez
Production Company: 300 Dpi / Buenos Aires
Head of Production: Norberto Bodello / 300 Dpi
Producer: Dante Rodriguez / 300 Dpi
Advertiser Supervisor: Santiago Sanguinetti / BBVA
Group Account Director: Maria Rosasco / DDB Argentina
Account Director: María Zicari / DDB Argentina

Analysis

Alignment

Perhaps the most potent tool used within this ad is the use of alignment. By taking the story and wrapping the text with a purpose the designers have created two boxes representing speech. Because of the alignment of the text no thought or speech bubbles or boxes are required. Each text visually leads you to its owner. Additionally, the unified centering of all elements creates cohesion throughout the ad campaign, as this style of the ad was repeated with other topics.

Contrast

There are two main uses of contrast. The first is the contrast between the customer’s story, a smaller and more delicate font, and the jeweler’s response, a larger and bolder font. Also within this area is a contrast in the sheer number of words; which aids in the storytelling of the ad. The second strong use of contrast is the brightness of the image on the bottom versus the background. This contrast allows the person viewing the ad to skip the reading of the words and still get a strong feeling for what is happening.

Repetition

There is a very subtle repetition present in the background: a faceted pattern. This pattern, which lightens as the ad progresses, connects to the jewelry counter. This repetition helps to set the scene as it subconsciously connects the ad to the jewelry product the story describes. Additionally, this ad campaign contained three ads, a reliquary, a camera, and a bracelet. The backgrounds for all three are different repeating patterns that all subtly connect to the story being told, however, they all share the same color palette and tone.

Proximity

Proximity is used here for multiple purposes. First, it creates a forced separation between the larger text and the smaller text. This proximity, coupled with the alignment, create the illusion of two speech boxes for the ad’s characters. We also see proximity used with the taglines and the call to action, placing them together to create one concise thought. Also, the company name is kept separate from the others, allowing it’s information to be seen easily without searching.

Color

Rather than using a wide range of colors, this ad uses an analogous approach, bordering on monochromatic. Utilizing many tones and saturations of blue the ad is able to draw your attention from a dark top to a lighter bottom. Likewise, the characters are highlighted in a lighter color, creating a clear visual. However, the ad uses one section of white, specifically to stand out against the blue, and that is the company name. This makes it easy to identify the company amidst the othe graphics and words.

Conclusion

This BBVA ad uses a great balance of all the elements of design as well as an emotional draw. By making the ad relatable, even if you never read the story within the ad, you feel trust in the bank and begin to agree with their tagline “Don’t let your valuables lose value.” The ad is eye-catching and a wonderful inspiration.

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Worth a Thousand Words