Ahead of today’s game between England and France, Eurostar have launched a tongue-in-cheek print advert. This pokes fun at the past battle the two countries have had and liken the 6 nations rugby match to a battle in its own right.
It features an image of Napoleon with the famed rugby injury of the cauliflower ear. It also has the headline, “Hostilities renewed. Trafalgar. Waterloo. Twickenham?” Referring to the past battles and the modern battle that we can expect to see this weekend.
You will only be able to see the print advert in the National and London-press for this weekend only.
The ad was designed by AMV BBDO and certainly they have succeeded in a funny advert by turning Napoleon into a rugby player.
A post about ad advert wouldn’t be complete without a review right?! As this is the first print advert I’m reviewing I’ll be reviewing it under different categories to those of the video adverts.
Reviewing the Print Ad:
Eurostar don’t directly advertise themselves specifically here, but what they have done instead is extremely clever in the sense that they have gone for a subtle approach to advertising themselves. By advertising the 6 nations rugby match between England and France they have subtly raised awareness of the fact that their train line services England and France. They have also subtly reiterated this point by having a picture of Napoleon, making us think about France. To make us think about England, they have named the well-known battles between the two countries for the era of Napoleon – names which you would more commonly associate with places in London – those being Trafalgar, Waterloo, and Twickenham. These two subtle notions make us associate the ad with London and Paris, the two destinations the Eurostar serves. 5/5
The design of the print ad is very clean and easy on the eyes to look at. However, although it is cleanly designed, it isn’t an eye-catching piece of art and therefore I give it a 3/5.
What about you?
What do you think about their tongue-in-cheek ad? Looking forwad to the rugby? Who will you be backing? I’d love to see your feedback in the comments below.