What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Saatchi & Saatchi humours Estoril Books
Targeting Gauteng bookworms, Saatchi & Saatchi Johannesburg has created an impactful print and poster campaign for Estoril Books, highlighting both the volume and wide variety of reading material stocked by Estoril Books.
"Each ad depicts two totally different genres of book, positioned in an appropriate setting. When seen together, the titles offer a humorous insight into well-known human truths," explains Rajesh Ranchod, Creative Director for Saatchi & Saatchi. "For example, one ad shows two books on a bedside table. The one entitled 'Overcoming Impotence', the other 'Sports Cars - High Performance Machines'. The payoff line for this particular execution is, 'Health, Hobbies and everything in-between. Estoril Books'.
Another example, which is truly relevant to South Africa, shows two books placed side by side on a car seat, 'Taxi to Johannesburg' and 'A Time to Pray'. The payoff reads 'Education, Religion and everything in-between. Estoril Books'.
Sited on a well-worn suitcase, the third ad in the current series features 'The Road Less Travelled' alongside 'Handy Guide to Harare' with the payoff line 'Self-Help, Travel and everything in-between. Estoril Books.
Art director Bryan Courtney and copywriter Nick Gordon of Saatchi & Saatchi were the creative team behind this campaign.
Editorial contact
Owlhurst Communications for Saatchi & Saatchi
