Looking to curb an addiction?

People will go to all lengths to curb their vices. You might ask your significant other to hide the TV remote to help you quit that dastardly awful Bold and the Beautiful addiction, give your crochet’d cardigan to the Salvation Army or destroy the Richard Marx CD collection that prompts you to write really sorry poetry about your 11th grade crush.

But then there are more serious addictions. Ones where you have to stretch and mould the truth to convince others that things aren’t as bad as they may appear. Worse are the occasions where you do the same to convince yourself. Whether yours are as serious as the latter or light-hearted as the former, they may need a little help on their way out nonetheless.

Fujiterapia Acupuncture understands this and communicates their help with these brilliantly executed and Art-Directed print ads by Agency Dim`Canzian`Facci of São Paulo, Brazil. Swift, smart idea with in-and-out execution, stitched up and extinguished. Problem solved.  I think the campaign did the same.

I like these because they cover both the serious and the not-so-serious. They communicate the necessary without treading on the awful which would no doubt alienate an audience still in denial.

You agree?

Credits: Advertising Agency: Dim`Canzian`Facci, São Paulo, Brazil; Creative Directors: Guilherme Facci, Michele Dim D’ Ippolito; Art Director: Thiago Martinhão; Copywriter: Paulo Marcussi; Photographer: Eduardo Fragata.


© Copywriter Dylan Balkind

Do anything (with anything)

Getting some things into odd spaces can pose some very different problems to different people. Whatever the reason – necessity or passion – you made find you need a little artificial help. This is exactly what JWT Paris, France was getting at with their print campaign for this “intimacy assistant” – TRY lubricant.

I’m not judging, but, if you ask me, a bowling skittle, a telescope and / or a dog bone is more on the side of passion-killer rather than a passion-maker. Though who cares if you have TRY lubricant right? With it you can do anything (with anything).

I like these print ads because they are easy-going and somewhat (even expectedly) amusing. It’s sexual lubricant after all. What else can you say about the stuff? The market has at least half a brain and the time and place for it begs a sense of humour to say the least (even if you don’t think so at the time). And after all is said and done, I’m sure that to some people these objects aren’t the furthest thing from what’s needed lubricant before…

What’s the strangest thing you’ve heard of?

Credits: Creative Director: Ghislain de Villoutreys; Art Director: Jean-Baptiste Berthelom; Copywriter: Thomas Sabatier.

(Even Implied) Sex Sells

Axe Deodorant proves that sex sells time and time again. And it does. Whether you are gay, straight, bisexual or even just ‘easy’, provided you have been through puberty – imagery that responds to the source of your attraction is going to have a positive effect on how you relate to the brand’s image. Sure, this is a target market that is an easy reach; it is very definitely easier when you have a product like deodorant that appeals to – and is used by (hopefully) a wide scope of people. And by wide scope I mean men, women or anyone with a pulse!

What makes this print campaign for Axe Deodorant even hotter is that they have taken all the abovementioned hormone-driven ‘theory’ and represented it without all the skin, thighs, cleavages, biceps and six packs. They are leveraging the fact that you are a human being with some sort of drive, and that you know, play, participate or at the very least understand the dynamics between – in this case – men and women. Above all that – they make you think. It’s not a long shot because you get it quickly, but they inevitably made me smile, nod and all in all I think these print ads work well. I don’t think they are trying to win new customers; they are doing what Nike and Coca Cola do so well: they remind their brand-loyal customers that they are part of something cool, current and edgy.

With an execution like this, you also don’t have to argue morals or negotiate territories where showing skin is taboo (like the agency who had to create this set). It’s a straight-forward play on a tic-tac-toe game and, for the guy who uses Axe? Well, he always gets the girl(s).

Other ads (Volvo, Lavazza and PS2) have taken it further and pose a different argument. These go straight for the… let’s call it “heart strings” for the purpose of this family-friendly blog, and appeal to a whole different sense of physical attraction and sexual drive.

How do you feel about these different ads? Which do you prefer?

Credits for Axe Deodorant: Advertising Agency: Lowe Mena, Dubai, UAE | Creative Directors: Mark Lewis, Marwan Saab | CGH / Art Director: Mansoor A. Bhatti | Group Account Director: Tej Desai |Senior Account Manager: Prashob Ravi

Lost in translation

Sheiße! What happens when an idea that seemed so good in the brainstorm process flatlines just after that? Well, if you have the time – you go back to square one. If you don’t have the time, you pull an all nighter and go back to square one. Not only is your client’s communication and brand-building strategy at stake, but so is the reputation of your agency and the creatives that put their names on the work.

Frese & Wolff from Germany produced this campaign for Animal Rights and… well… I think that somewhere along the way, the greatness of where it began got lost in translation. It’s not the fight for the safety or care of the monkeys, horses, pigs and minks’ lives I am disagreeing with – it’s the execution and the final product I am not buying.

“The term art director is a blanket title for a variety of similar job functions … but an art director unifies the vision. In particular, the art director is in charge of the overall visual appearance and how it communicates visually, stimulates moods, contrasts features, and psychologically appeals to a target audience…” – Wikipedia.

It must be said, I don’t think the concept here is the problem. However, someone chose very pretty models with no acting experience whatsoever. Stills or moving, believing feeling is all about expression and comes down to what a talented performer can offer with their eyes. It is either believable or not, and these I am sorry to say are not. Look at Tilda Swinton, Chloe Sevigny and James Franco; these are artists that whether pretty or not, can convey emotion and power in a stills shoot as much as in a scene for a film. And if it’s unknown faces you are after, there are models with the same abilities and who can access the same depth of emotion.

“One of the most difficult problems that art directors face is to translate desired moods, messages, concepts, and underdeveloped ideas into imagery,” says Wikipedia again. I don’t think this work is short on merit in terms of concept. I just think the execution is weak. None of these models convey an experience of pain equivalent to what the animals would. To be honest, they all just look a little constipated if you ask me.

What do you think?

Credits: Advertising Agency: Frese & Wolff, Oldenburg, Germany | Creative Directors: Uwe Linthe, Ingo Steuber | Art Director: Thorsten Abeln | Graphic Designer: Alexander Wille | Photographer: Tim Thiel | Published: December 2010

Related Posts Plugin for WordPress, Blogger...