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39 comments

popdistortion's picture
popdistortion
1594 pencils

Great! Love it. I just hope, for the drivers sake, that it can be peeled of easily.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

"All right, listen up soldiers! Your mission today is to find EVERY 2-door Jeep Wrangler out there and while unoccupied, you stealthily stick these decals to it! Any questions?!"

"How do you expect us to pull that off, sir?"

"Not my problem."

Riiiiiiight!

popdistortion's picture
popdistortion
1594 pencils

Yeah, isn't it wonderful to have some interns?

ChuckNorris's picture
ChuckNorris
834 pencils

And you really believe they pulled it off?

I like the idea. Just don't think its conceivable.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

What a logistical nightmare.
All the more reason for me to believe this whole schtick is "you-know-what"...

braindrain's picture
braindrain
240 pencils

Yeah, or how about, "Here's a 2-door Jeep. Quick, take the photo. Now let's take the sticker off and start submitting this thing to award shows."

Nice idea in theory. Also, I've always wondered if putting stickers on people's cars ticks them off. Anyone have any personal experience doing this?

Boony wants a beer's picture
Boony wants a beer
380 pencils

Clearly a scam but who cares...awesome.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Would this be an effective ad campaign? Since it's not about winning Effies or Gold Lions and it IS about making dollars for your clients - would this "gorilla/ambient/outdoor" strategy (or whatever you want to name it) be strong enough to sell rather than just "tease"?

Personally - I like it. But I am partial to outdooor ad campaigns, so perhaps a slightly biased opinion.

Labor intensive? Yes. Logisitcal nightmare? Probably. Creative? Sort of. Impossible to execute? Hardly not.

the

original doodles + creative sweat = thinkingfresh.ca

Boony wants a beer's picture
Boony wants a beer
380 pencils

You're right, ultimately it is about the ring of the cash register, but I think given that this site is supposed to be about creativity, the issue of effectiveness is totally irrelevant.

Gold Lions and that for that matter silver and bronze ones are what my career is all about. Oh and lovely stumpy little yellow pencils. I really want one of those.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Haha - the cult of creativity. It's not about selling the product? Money is irrelevant, you say? This site is as much about strategy "through" design as it is about creativity "in" design. You keep on looking for your Lion - and I'll keep on looking for the "creatives" that use creativity to sell products.

original doodles + creative sweat = thinkingfresh.ca

Boony wants a beer's picture
Boony wants a beer
380 pencils

I never said that advertising isn't about selling products, nor did I suggest that money is irrelevant, I said that in this instance the issue to be discussed is the creative merit of the concept, not whether it sells another Jeep.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

If it doesn't "sell" another jeep - what's the point of the campaign?

original doodles + creative sweat = thinkingfresh.ca

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

To generate "buzz" about the news.
Advertising doesn't always have to translate directly and immediately into dollars and cents.
It's all about "communicating" an (ideally) single focused message to a specific audience, sometimes to a pinpoint accuracy as they have done here with the stickers.
I'm very troubled by people like you who just can not see advertising beyond a mere tool for profit for advertisers.
You also have some nerve coming on here preaching us about the insignificance of awards shows, when most of the time that's all we care about (until you get to a more senior-level executive position, that is), and there's nothing wrong with it. To me, you sound very much like a "marketing nazi" who walks around the office yelling "sell, sell, sell, or else!!"
Smart clients understand the intangible benefits of an ad, as well as more tangible/audible ones at the registers.

Better loosen those suspenders just a little bit my friend...

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

HUH? Awards are all "you" care about? Then "false" idols are all that you shall recieve. Haha. So what you're basically saying here (if I am reading this correct) is "Ads advertise - let the dealers sell the Jeeps". Don't the ads need to sell the product? Will "creatives" ever realize ads are "not" just about entertaining the consumer? I know, I know - you're probably thinking "Where does this "marketing nazi" get off demanding that the ads I create actually have to sell the "stuff" being advertised? How dare I, huh?

I never said advertising had to immediatley or "directly" translate into dollars and cents - but at the end of the day, that is the goal of advertising, is it not? If it weren't - we wouldn't need "creatives" building "ads" to help us sell the "products". You are stuck in the "cult of creativity" Jet Propulsion Guy. I have said this here before - and I'll say it again. Awareness does not sell. All it does is get you into the consideration set. After that - you still have to sell.

As for this campaign specifically, I have already stated that I like it - alot. Interestingly enough (or coincindentally), I have a good friend who works at a Chrysler dealership and I discussed this concept with him the day after I saw it. And I did ask him if he actually thought this campaign could sell more Jeeps. In his opinion - it would. Since the Jeep brand is known to have an extremely loyal following (one of the biggest in the automative industry) - he thought it was brilliant that this form of guerilla marketing was being aimed at precisley the consumers who were most likely to buy another Jeep vehicle - the people who already own a Jeep.

Smart clients understand that the whole point of advertising is to sell more product. They understand (or most anyways) that their ads are not supposed to just win awards for the creative agency they hired to "sell their product". You're going to lose good clients (and your "good" reputation as an ad agency) if you run around presenting your design concepts with an opener like "...and here's the next ad campaign that's going to win us that coveted design award, but probably won't move your product worth a damn".

PS - you got it all mixed up. It's actually "sell, sell, sell like HELL".

original doodles + creative sweat = thinkingfresh.ca

Boony wants a beer's picture
Boony wants a beer
380 pencils

Nice essay dickhead. Why don't you just piss off and bitch about creatives with your loser Chrysler buddy.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Haha - nice retort Boony. Have another beer (and then another) and maybe you'll think up something more constructive than "piss off". Are you also another so-called "creative" who's just on the prowl for your next "award"?

original doodles + creative sweat = thinkingfresh.ca

Boony wants a beer's picture
Boony wants a beer
380 pencils

(slurring) Hell yes.

Plus at least my comments aren't simply a regurgitation of all the theories you've read in your "How to be a retard suit who's bitter that he/she couldn't become a creative so let's just talk down the merits of anything that rises even slightly above the mediocrity of the avarage advertisment" textbooks.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Well - I hope you get your "golden" award Boony. Clearly for you, that's the "silver bullet". When you win that design trophy - will you then be satisifed that what you have created must have been good, because heck - you just won an "award" for it? Who gives out those "awards"? That's right - they're handed out by people in the same industry as you.

Does Jeep "reward" their ad agencies with an Effie? Does Coca-Cola reward their "creative" teams with a Lion? No. But they do reward them with a paycheque - for creating ads (and campaigns) that sell "their" prouct to "their" consumer. Instead of focsuing on your client's consumers (the ones who will buy your client's product) - it sounds as if you have fallen in love with yourself and how brilliant your ads must be...because they're winning awards given out by the "creative" community.

I urge (implore) you to keep on builidng the ads that simply generate "buzz" - to "entertain" the masses, instead of provoking the consumer to purchase. You're making it easier for the rest of us in the industry to slide in beside your "entertaining" concepts and actually give the client what they need - which are ads that communciate and sell their products to their consumers.

original doodles + creative sweat = thinkingfresh.ca

drunk dave's picture
drunk dave
1066 pencils

Award winning work always sells product... where would wonderbra be without irreverant, awar winning advertising? Honda went from Japanese junk to quality vehicle with award winning advertising... and the list goes on. Take your marketing books and burn them... because real strategy comes from creative insight, sorry suits, it's true.

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Haha - I can't even argue such a vague point Dave. What "real strategy" are you referring to here? Branding strategy? Product positioning strategies? And like your list - this one goes on also. Are you agreeing with Boony that ads are "only" for entertainment value and that they're just for winning awards? Unfortunatley - the rules of business (in the real world) don't apply to your "award winning work always sells product" comment. Let me know if you'd like a few hundred examples of companies that are able to consistently sell their products and services WITHOUT award-winning ad campaigns. Think Wendy's "Dave Thomas" ads here...and then get back to this discussion when you have something more substantial than "Honda's got good ads - they must be selling product".

original doodles + creative sweat = thinkingfresh.ca

drunk dave's picture
drunk dave
1066 pencils

Why do you even come to this site?

popdistortion's picture
popdistortion
1594 pencils

Well... I'll have to agree with Dave and booney and probably everyone else here. Maybe you should just check out this link http://www.ipaeffectivenessawards.co.uk/2006/winners06.html

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

*yawn*. Keep on with your cult of creativity here guys. You'll get "it"...eventually.

original doodles + creative sweat = thinkingfresh.ca

popdistortion's picture
popdistortion
1594 pencils

Look... you know my opinion. You valued it not long ago on an ad that you posted. Why are we in this business? Why do agencies pick and choose the people who are the most creative?
The thing is, I agree with you that ads have to be on strategy. Good ads come from valuable consumer insight. We 'creatives' take that brief and try to make it the most enganging and interesting ad it can possibly be according to the rules that have been set. Being honest to yourself... all of the intriguing, stand out of the crowd ads made you more interested, or? Your user name already says it: "think fresh".
That's what it's about. Sorry to sound cliche... but we have to stand out from the clutter. Sounds like I am citing from a book on advertising but it is true.
Ads that engage us, entertain us, make us interested in a product or service, there is no denying that. We don't judge ads on their strategic value here often enough, which does't mean that they are bad... we are judging them because we are ad people. I judge them by their idea, not by their insight. We simply don't have the brief, and the time, to judge them otherwise. Sometimes the brief is apparent, sometimes it's not.
Both parties have made true and valuable points. Great ads come from understanding the consumer and enganging them in a sophisticated and creative way.
That's all for now. Good night. Going to bed.

Boony wants a beer's picture
Boony wants a beer
380 pencils

Silver bullets? Why yes, I can't wait for next years Young Guns. Although hopefully my bullet will be golden instead.

Oh and stop "using" so "many" "inverted" "commas".

thinkFRESHdesign's picture
thinkFRESHdesign
242 pencils

Haha- Booney - you make "no sense". Pop - maybe the problem here is that there's so many ads being posted WITHOUT briefs to back them up?

original doodles + creative sweat = thinkingfresh.ca

drunk dave's picture
drunk dave
1066 pencils

The suit is back. And most proactive adverts don't have briefs, that's why they're usually the most break through and interesting because they're not tainted with marketing bullsheeet and formula advertising. Just a thought. The hard part is selling it to book taught marketers who have no idea what a good idea is, but they do know how big they want their logo and Mavis in accounts had a good idea and we should explore that route.

Guest's picture
Guest

wrong.

the purpose of an advertising campaign, first and foremost... BEFORE winning awards is to sell a product.

you can have the best campaign but if you cant sell it, it's COMPLETELY USELESS.

but on the other hand, you can have the worst campaign, but if you CAN sell it, then it's all good.

awards are a reward. something collateral. its NOT that they're not important, but they're not THAT important, if you know what i mean.

look at it in logical premises (philosophy, anyone?):
premise a: the purpose of advertising agencies is to advertise (surprise!)
premise b: advertising's purpose is to sell.
conclusion/therefore: advertising agencies' purpose is to sell.

i think it was david ogilvy that said something along the lines of, and this is VERY paraphrased: "your role as an advertiser is, first and foremost, to sell something. it's not to captivate, not to entertain, but to sell."

i think it was ogilvy... idk. can somebody check please?

Guest's picture
Guest

he meant that in *this* website we judge ads for their creativity, not for their effectiveness. you can judge ads for their effectiveness on another site.

they're both equally important. awards AND sales. but in this situation right now, in this website, we only take creativity in consideration.

2workitt's picture
2workitt
44 pencils

Whether a scam or not, I think it's creative, great teaser aimed at owners. Would like to see the follow up.

Desi's picture
Desi
1052 pencils

atleast they made the effort to stick it on at least one and shoot it. i see quite a few piece of work here mostly print that is outright scam.

drunk dave's picture
drunk dave
1066 pencils

Why is this scam at all. Go through a parkinglot for a mall and find all wranglers... place sticker. Perfect market (they own a jeep already) and focussed advertising. And I'll bet you can go through a big parking lot and find at least 20 Wranglers at a time, one student, 20 stickers, pretty cost effective advertising to me.

ivan's picture
ivan

I agree. It is entirely possible to execute. Especially if you do it at a Jeep service for example. Every 2 door Jeep that is being serviced can get a sticker.

Ivan Raszl, admin of AotW

ChuckNorris's picture
ChuckNorris
834 pencils

bet the people would love to remove the glue from the sticker afterwards, eh?

ivan's picture
ivan

Maybe it is just those electrostatic stickers. Even better, magnetic ones...

Ivan Raszl, admin of AotW

Bianconiglio's picture
Bianconiglio
406 pencils

How much is the cost for one contact?

spudgun's picture
spudgun
4 pencils

Gotta admit I like this, both as a creative and a consumer. I have a two door wrangler myself.

For those of you guys not familar with wranglers, they have a removeable hardtop canopy roof (made of plastic) or a convertible canvas soft top. So if the sticker is placed where it's shown in the pic it wouldn't harm any paint finish/duco. In this case it's shown sitting on the plastic canopy.

Magnetic ones wouldn't work due to surface being plastic/or canvas.

Well done I say. Nice little ambient idea.

comingsoon's picture
comingsoon
117 pencils

Great !

chapas88's picture
chapas88
6 pencils

magnetic stickers... BOOM

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