This is an ad for IT works security solutions.

Well off the bat I like how it is art directed. The visual gets your attention, and that’s half the job done. The art director was having lots of fun with this ad. Set on an office block with lots of people walking about. The people could pose a security risk.  They could be scoping out the place. Although they look like they’re just going about their daily business.

There is also lots of traffic moving around the block. A busy place has more security risk, I think what IT works is saying here is that it is more secure than other solutions.

I may be thumb sucking here but the fact that the office is in the middle of the Print, making the office harder to get to may mean that the security device is more effective. 

The use of fingerprints on a print ad is quite clever. Fingerprints are also a good way to keep things safe for the obvious reason that every print is unique, although if the criminal wanted what ever is being kept safe badly enough, the costumer might lose a finger.

Security companies should get creative, like maybe using a tongue print to get in. Those are also unique, although I would rather lose my ability to press buttons than my ability to talk. 

There has got to be something that is harder to crack than a fingerprint. There are retinal scanners and voice recognition devise out there. All of which are dangerous to the person using them if an Oceans 11 type deal goes down, which is doubtful, unless you have a safe full of cash in it.

I think things like this are for people who are paranoid about theft, or paranoid about life. If you live in Jo’burg it’s a way of life. Driving around (was going to say walking but no-one is brave enough to do that) scared of smash and grabs, running red lights at night. Even using their fingerprints to start their engines.

In our ever-changing world, security is a big issue. And finding ways to combat crime is quite a big market. Security was our fastest growing industry at one stage.

All in all this ad is effective, it speaks to its audience and has a USP. The art is awesome making me think I wish I did this! I like it!