24 comments

Juan Carlos Javier Bossi's picture
Juan Carlos Jav...
143 pencils

IM loving it!!!!

ming the merciless's picture
ming the merciless
190 pencils

Was done for Mini convertible by Colenso BBDO in Auckland, New Zealand in (2005 I think)

ivan's picture
ivan

I didn't want to be the first to comment, but I have to admit, this is the best ambient of the year in my book.

Ivan Raszl, admin of AotW

nique's picture
nique
10 pencils

This is an excellent example of customer approach. Its simply great.

sloppy4's picture
sloppy4
1494 pencils

that's friggen dope guys. do they even get sun in sweden?

1983's picture
1983
148 pencils

Marshall Mc Luhan Rocks!!!

popdistortion's picture
popdistortion
1594 pencils

It's so bloody simple. One of those 'Doh, wish I had done it' ideas.

act's picture
act
535 pencils

nice one.

pabloaotw's picture
pabloaotw
235 pencils

Hey! All of you! Answer to me: How much people read a magazine in a beach under the sun? The ad seems not to work very well considering this, or not? What happens if I see the ad on a bus, or in my house? Think about it.

Toro's picture
Toro
1031 pencils

Hey you!! Listen to ME!!! I tell you:
Did you ever think of this ad being published in the summer editions of magazines? In August a lot of people go to the beaches, you know. People may even read a magazines on a sunny day having lunch in the park. Even in the bus you can enjoy a little sun on your face and if your house has a balcony or a garden you even try it there. Think about it.

the sixth in droga5's picture
the sixth in droga5
12 pencils

Pabloatw, that's solvable. Just put 'how to use' instructions in small print on the bottom of the ad.

slim's picture
slim
1047 pencils

That would definitely make this good idea great.

rikitiki's picture
rikitiki
630 pencils

this is hands-down the best "innovative" print ad i've ever seen.

If you guys have seen a better one....PLEASE POST IT HERE -->

JPWrites's picture
JPWrites
238 pencils

Magic. Haven't seen an idea like that in a long time. Waitin' to be done - done by pure genius. That's timeless.

Bezarama's picture
Bezarama
10 pencils

The only thing that would have made it better is if they put a little sample pack of the sunscreen there. No one wants to associate the brand with a burnt face.

justpassingby's picture
justpassingby
1368 pencils

if you put a little sample there this ad would cost a bloody fortune, im sure it already did anyways.
Nice concept and to @pabloaotw, so what if people see it on the bus? the fact that it grabs your attention and you read hawaiin tropic, thats it youve done half your job.

msred's picture
msred
491 pencils

that is so ducking awesome.

ming the merciless's picture
ming the merciless
190 pencils

Was done for Mini convertible by Colenso BBDO in Auckland, New Zealand in (2005 I think)

mikelite's picture
mikelite
1031 pencils

jeez, just look at all you people wet yourselves over this...it's embarrasing

Ney Frances's picture
Ney Frances
660 pencils

i like it, besides been done millon times! WPP is changing Greys all over the world! good on them!

is there life before death?

addyong's picture
addyong
155 pencils

This ad ROCKS!! Really like it when the way it execute on it's own...

But come to think of real application, if the consumer / reader didn hold the magazine under the sun. It fail! Unless the consumer or reader seen this demo picture shown bellow...

How many of u guys will read a magazine under the big hot sunny day?

moeinuk's picture
moeinuk
46 pencils

Curious to know how it was executed. I mean the kind of paper used and how the mechanism works.

sold's picture
sold
3244 pencils

the idea is great
i was wondering...
Sweden have sun? and without the tr..two months of summer?
People read magazines allways on beach, or out-places?
this can work just in a few cases/places.
inside the office, cold light, you take a look out there and see GREY sky... huh!
great idea, but this was made to award, does not work in real world very well.
congratulations.

Erik's picture
Erik
88 pencils

hehe, doesn't work in real world. agree

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