Manuel Ángel Martín is one of beon. Communication Art Directors. After 17 years as a professional in the field, he is perfect to share his views on summer advertising campaigns. Martín has it clear: “Advertising models change every time the sun gets warmer and we listen to the summer hit… and brands are very aware of it.”
Summer is the time of holidays, open air events, high temperatures…. And advertising?
Totally, especially in tourism, food, and fashion industries. This year with the Russia 2018 World Cup summer topics have been more focused on football and by connection on the food industry. But it is clear that advertising patterns change as soon as the sun gets warmer and we listen to the summer hit.
Advertising also adapts to the year’s seasons?
Of course. It is something so cyclical and common sometimes people do not even notice. Each month has its own types of commercials, and it is so that we could only watch the TV to know exactly which time of the year we are in: beer, perfume, solar cream, antiviral drugs…
In my department and with our clients is exactly the same: summer sales, new catalogues, back to school, Halloween, Black Friday, etc.
Every season has a group of products associated to it, or that sale more during that period of the year. Brands are perfectly aware of it, and know how to take advantage of the situation.
Is there something not to be missed in advertising and design during summer?
Basically there are two basics. In communication, we should never forget about humor, as it is the time of the year in which we feel more relaxed and we are much more open to the fun, in the broadest sense of the word. The other elements is to use a super catchy jingle that has us all the summer singing and smiling.
And from the point of view of graphics?
Visually it seems that the heat also affects our brains. Commercials and artworks are much more chaotic. Color, for example, becomes wild and you use shades you will never use at any other time of the year, as you see them now beautiful, or even elegant. With typos it happens the same… there is no summer ad without a script type somewhere.
And what about the messages to be transmitted, do they become fresher somehow?
Generally, summer brings a more relaxed conception of the world and good vibes. Everything becomes more daring and our brain allows creations that will not pass the filter of Creative Director.
Are there any mandatory elements in a 100% effective summer design?
Although there are guidelines that may be followed, they depend on other factors. In general there is never anything in advertising that works 100%. It is clear that a cold beer ad does not work the same in Seville at 40ºC or in a mountain foggy village at 20ºC.
Do brand go for a solid image during the whole year, or they kind of adapt it to every season?
Most brands change at least their communication tone, or sell different product ranges. Although there are always exceptions: perfume ads, for example, do not change throughout the year.
Do you share the opinion that holidays somehow awake the creative mind?
The forces of creativity and motivation are really personal, for every professional works different things; some feel comfortable with chaos and others only feel creative when they have order around. After 17 years in this profession I know that sometimes you have to stop, raise your head, and leave the forest, because it is the only way we have of not losing sight of what is going on around us, and being able to offer our customers what they are really demanding of us.
Holiday periods foster something much more important and it is the spirit and the renewed energies, however creative we are, if we are not on fire, we will not know how to express what goes on in our head.
