GSR Entrance Hall System (Analysis)

These ads done for GSR, a Brazilian security company, sure fooled me.
Have a look and see if your eyes are as mistake proof as their Entrance Hall System:

What’s advertised? GSR’s Entrance Hall System

Why? To present the issue of security and protection from a fresh perspective as well as building brand awareness.

Target? Wealthy Homeowners/Company Office Owners

What’s the connection between the product’s message and the target’s need? The message tells consumers that mistakes can happen easily because looks are deceiving and this is definitely not something they want to happen when considering safety and protection.

SINGLE most important thing in the ad?
Looks can be deceiving.

How do the visuals support and communicate the single most important thing? Each print ad focuses on a realistic character that we all may potentially interact with on an ordinary basis. The above three feature the following: plumbers, boyfriends, and students. Each ad shows 5 rows of the designated character all slightly varying in color of clothing and posture, but similar in size and physical features. One of the characters in the rows, however significantly stands out because they are a bit more different in color and size. This different-looking person however, is not the one the ad advises you to look out for. For example in the first ad I have included, you are supposed to be looking for the terrorist. Your eye immediately picks out the character wearing a turban and foreign clothing in the second row even though this character is in fact holding regular plumbing equipment. Stereotypes and cognitive biases come into play here to trick the viewer’s eye. The true terrorist here is in last row because he is strapped with explosives and has a detonator in hand.

How does the copy support and communicate the single most important thing? The copy at the top sets up an expectation for the viewer or makes an assumption that the viewer has already made their mistake even before they see the visuals, sparking curiosity and inviting their participation. After the visuals towards the bottom, the copy reveals which character was the one the viewer should have spotted in response to the first line of copy.

How does the context or media placement communicate the single most important thing? As print ads, these can be placed in trade and/or home magazines to narrowly target the specific audience they were meant to appeal to.

Product: GSR Entrance Hall System

Client: GSR Brazil

Agency: SPR Agency, Novo Hamburgo, Brazil