With the call for entries opening last week for the annual Glossy Awards, a launch ad by Clemenger BBDO Sydney has labelled magazine advertising as “crap” and called for the industry to lift its game.
The launch ad, which featured in Friday's print edition of AdNews magazine, used comments from an industry Facebook page called 'Magazine Ads', which was launched by Yaffa Publishing (publisher of AdNews), NewsLifeMedia and Pacific Magazines.
Comments on the page spoke both positively and negatively about the quality of creativity in magazine advertising. One comment, which featured in the launch ad for the Glossy Awards, said: “Cringe. This is the standard type of crap ad you get in magazines.”
The aim of the Glossy Awards is not only to celebrate creativity in magazine advertising, but to also improve the quality. Many industry pundits have said that, while magazine advertising remains incredibly relevant and effective, it is often not very creative.
The purpose of the Glossy Awards launch ad was to light a fire under the local creative industry.
For the complete entry details to the awards program visit GlossyAwards.com.au.
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