I chose the Toyota RAV4 ad because I loved the concept of adventure anywhere. I enjoy kayaking, and the man bursting out of the back of the vehicle caught my attention. I found this on “Ads of the World” https://www.adsoftheworld.com/media/print/toyota_adventure_anywhere . It was created by Saatchi & Saatchi and was published February 23, 2017.
Let’s examine the overall design.
Contrast
First, the overall concept is an example of contrast. Contrast by definition draws the eye to it. With the two very different elements of a city street and the whitewater with kayak, it immediately draws interest. The proximity of the tag line directly underneath helps me understand these images can be related to each other. The alignment of the text being left aligned gives a strong boundary or line of the overall image. The repetition of the “w” three times reinforces the message of anytime or anywhere adventure.
Color
The colors in the ad are very appropriate for the scene. For example, the pink ovals show the gray monotones of the pavement, car and water. The bright yellow kayak circled in blue contrasts with the monochromatic affect of the white, silver and dark gray and immediately it stands out. Even the additional color of red being a primary color along with yellow, makes this the focus of the ad. The red of the brick ties in the color so it is pleasing and not jarring to reader.
Typography
The main tag line of “Whatever. Wherever. Whenever.” is a bold, sans serif. This means the letters don’t have any serifs or marks on the ends of the letters. The width of the letter is consistent and doesn’t change thickness in the stroke. This is the most common for screen instead of print type. The bold white stands out against the black pavement. The smaller sans serif type is thinner weight so many words can be added. The “RAV4” is the same as the logo, and emphasizes the logo on the vehicle itself. I wish the would have shown the logo on the car.
Recreation
Design
I chose a stronger contrast to my redesign. Instead of a city street, the water coming out of the desert was a leap above. The water is very refreshing compared to the sand. The desolate landscape immediately makes the viewer think of dry, and the blue of the water stands out. I wanted the overall message to be adventure can be anywhere, even in an unlikely location. The proximity of the tagline to the vehicle helps explain what is happening.
Color
I chose the kayak image because of the blue of the water against the orange-tinted sand because they are complimentary colors. The blue is the main color to focus on and the orange is an accent being the background. The original image had a yellow kayak and a red life vest, and I liked this reversal on my image. Using the primary colors of yellow and red again draw attention to the action going on in the back of the vehicle.
Typography
I found a similar sans serif with the same weight and thickness of the original. I liked the small lettering in sans serif because despite the small type, it is easy to read. The “RAV4” typeface must be owned by Toyota because I couldn’t find anything close. I did chose a decorative font to match the logo. The logo I chose also had the red Toyota lettering to tie in the red of the kayak.
Conclusion
I feel my recreation of the original ad captures the theme of having an adventure anywhere. The incongruity of kayaking in a street or a desert catches the viewers attention quickly. I was able to replicate the same text, proximity, contrast, yet taking this a bit further with a desert view instead of street. I felt the complimentary colors of blue and orange were soothing and an improvement of the original.