This Is You After a Night Out

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site. Alka-Seltzer knows its target market. Having gained a reputation as the perfect hangover cure, it released a run of print ads in Kazakhstan showing various pieces of machinery with an arrow pointing to the area of the device that best represents that morning-after feeling. A blueprint of a drill, with a "You are here" arrow pointing to the tip of the rotating bit, references the splitting headache many of us know well, while the belt-driven washing machine (pictured above) perfectly illustrates the nausea that can accompany a hangover. The ad is understated, witty and gets its point across instantly in a universally accessibly way. From agency BBDO. ~ ~ ~CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

This Is You After a Night Out

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