Archive Magazine has to be one of my favorite ad mags of all time. You can go around the world in a matter of an hour and see brilliance lace its pages as you grin with creative cheer. I’ve been reading Archive for almost 18 years now, and I have seen some kickass campaigns. But today when I opened up Archive to indulge in my peers’ brilliance, I found a campaign from an American armed vehicle manufacturer named The Rhino Group that made me want to work on an armed-vehicle campaign.
OK. I must confess I am a Call of Duty fan, and I was playing Metal Gear before PlayStation was a brand, but the ads for the Rhino Group’s expertise in this industry are stellar. Each ad showcases one of their vehicles with a powerful headline that will make military goons and geeks everywhere be like, “I want one for Christmas. Do you have a remote-control version? Can I trade you a drone for one?” For instance, a headline for one ad reads “How To Survive A Gun Fight With No Gun.” Then there’s this beautiful death-dealing vehicle right before your eyes with a tag that reads “Prepare To Live.” They have another one that reads “We're here to make sure VIPs Don’t become RIPs” with a shot of Bentley, all black with chrome wheels. Talking about Presidential style, I wonder if Barack and Joe have one or two stashed at the crib. And the list goes on.
The communication is brilliant, but more importantly the Rhino Group has the “brand proof” to back it up, from transporting prisoners involved in the Iraqi Special Tribunal between areas of confinement and the location of the tribunal (like Saddam Hussein and his henchmen, Ali Hassan Abd al Majid al Tikriti, aka Chemical Ali, and Awad Hamed al Bandar) to safely taking politicians and other important world figures across the globe to protecting our troops. The Rhino Group’s vehicles are a testament to what brilliant brands and brilliant advertising can do to make a brand a world contender in the marketplace. With office locations throughout the U.S., Mexico, Canada, Ethiopia, Dubai, Kenya, Libya, and Nigeria, I can definitely say the Rhino Group is armed and ready for business.