ALS Association: Laces

Lou Gehrig hit 493 home runs and batted .340 in 2,130 consecutive games. But in his final years he was unable to tie his own shoes.
Help find a cure for Lou Gehrig's Disease (ALS). To donate call 800-672-8857.

Advertising Agency: BBDO New York, USA
Creative Directors: Jayson Atienza
Art Directors / Copywriters: Jayson Atienza
Chief Creative Officers: David Lubars, Bill Bruce
Released: December 2008

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37 comments

hal9000's picture
hal9000
192 pencils

Never seen this execution. Who said everything's been done? Great!

Ramezani's picture
Ramezani
315 pencils

:-)
sorry, i saw this execution for 2 years.
made by a very small angency in germany...
I try to finde this and post this.

ORISHAS76's picture
ORISHAS76
344 pencils

No me motiva a donar de ninguna manera.
Gracias por los datos de los Jonrones.

Guest's picture
Guest

I agree Hal. Feel fresh and low budget too which makes it even better. Nice BBDO.

Guest's picture
Guest

Not really low-budget if you're die-cutting holes.
But regardless it's great.

Guest's picture
Guest

Nice one.

alvinpck's picture
alvinpck
1467 pencils

I've seen paper bag with this concept before.

thefakehuman's picture
thefakehuman
410 pencils

Nice...

- Life Feeds on Life -

lightall28's picture
lightall28
22 pencils

Wow, and how!

manu adithya's picture
manu adithya
82 pencils

nice work! good !

slip's picture
slip
919 pencils

kief work

*****

SJB

thirty6chambers's picture
thirty6chambers
1464 pencils

this is really gimmicky. let's pretend the shoelace was part of the photo. is it still cool?

Guest's picture
Guest

precisely why it's cool. because it's made a boring photo come to life.

Guest's picture
Guest
Dale's picture
Dale
370 pencils

Congrats, you found an ad with laces. Your next task is to find one using four colour and helvetica.

I like this ad in that it has a stopping factor. I would like it more if the laces had more of a function. They just hang off a magazine cover which is nice for getting attention but it could be pushed more in my opinion.

- The only thing rarer than a good ad is a good guest comment -

- The only thing more rare than a good ad is a good guest comment -

Guest's picture
Guest

Sorry too many Ghost ad's from Brazil on the net.
Desculpa cara, muita publicidade do Brazil na net è publicidade fantasma.
Pardon mec, beaucoup de pub brésilienne sur internet n'existe pas.

International Awards organisations are very attentive on that...but not on the internet sites. (impossible to control)

Guest's picture
Guest

Come on now. A little agency in Germany? Brazil? Throw Singapore on that list while you're at it. Please! This thing obviously ran. All you hating detectives gotta rest. Gimmie a break! That Brazil thing was a throw-away promo without any concept at all.
This is an emotional idea which I'm sure has more power in person.
It's great. I wish I did it!

Guest's picture
Guest

Amen!

Guest's picture
Guest

This fuc*ing AWESOME. Sweet execution with a solid concept behind. 10/10

mattndan's picture
mattndan
953 pencils

I'm sick of people saying ''done'' etc when its a totally different idea all together.

Guest's picture
Guest

I was just outside and saw a guy walking and would you believe what was on his sneakers?
LACES!!! Oh my god, it's been done. He was walking a dog too, so you can't put dogs in your ads anymore.
Happy a high majority love this ad as much as I do.

Guest's picture
Guest

If there was ever an unwritten rule of advertising, it must be that concepts & executions are two different things.
Best thing about great executions is that you can re-do a concept completely differently. We've all seen the PSA ads that try to make us feel the pain of those less fortunate. This one makes you really feel it without showing a hole in someone's throat. The old shock value trick is easy and tired. I think what we have here is a much better ad than it probably seems since there's so much stuff on this site. By far one of my favorite ideas I've ever seen on this site!

mark3r's picture
mark3r
1940 pencils

This is a great Ad.

:::MARK3R:::

Guest's picture
Guest

I agree. Anyone who works in advertising knows how hard it is to come up with an innovative way of attacking the classic print medium. I have never seen this done before-and done this well where it really hits home the idea. Great!

Guest's picture
Guest

Great!

Guest's picture
Guest

Nice one!

Guest's picture
Guest

Really nice execution.

Guest's picture
Guest

Sorry to break the 4 in a row perfect 10's.
I do like this idea, but I give it an 8.

Guest's picture
Guest

Pretty solid.

Yosef302's picture
Yosef302
8 pencils

actually, the same execution was done in 1998 by a "Young lions" participant in Dubai, and the line says something like: try to tie it with one hand (indicating to the seriousness of drinking and driving)

vishnu1's picture
vishnu1
53 pencils

nothing great but different

Guest's picture
Guest

Young Lions? How obscure is that? And why would you do laces for a drink & drive ad?
Jeez, if you're going to bring up an example, make sure it's a great example.
This is very smart. I've seen tons of annuals but have never seen this idea done.

Guest's picture
Guest

Agreed guest commenter above me. This is pretty awesome in such a sad way.

Guest's picture
Guest

I'm not saying it's not awsome. i sayd it's benn done before. and if you try alittle harder :) you'll understand JEEZ! OK, i think you need some help to understand it: the line says try to tie this with one hand... meaning that car accidents don't only lead to death but to disabilty... you could lose your arm... your leg... paralize etcc. which is worse than dying... so... try to tie this with one hand.... you've got only one hand.... you lost it in the car accident?....any bells?... da?

Guest's picture
Guest

I'm not saying it's not awsome. i sayd it's benn done before. and if you try alittle harder :) you'll understand JEEZ! OK, i think you need some help to understand it: the line says try to tie this with one hand... meaning that car accidents don't only lead to death but to disabilty... you could lose your arm... your leg... paralize etcc. which is worse than dying... so... try to tie this with one hand.... you've got only one hand.... you lost it in the car accident?....any bells?... da?

adsadsads's picture
adsadsads
130 pencils

Love it.

adsrule's picture
adsrule
181 pencils

I agree with the majority. Great.

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