Lux: Super smooth

Advertising Agency: JWT, Beijing, China
Creative Directors: Jordan Hsueh, Sun ShanKun
Art Director: Chris Yan
Copywriter: Wang Su

May 2016


elgrecones's picture
323 pencils

so u use the product and get the sensation that there are thousands of sharp baldes slidding on your back!
lol... tis a good idea, but i have the feeling that it is a little fake..

diegote's picture
41 pencils

like mrs. gulliver s nightmare.

sonucoues2002's picture
804 pencils

i like the first one

Dick Huges's picture
Dick Huges
937 pencils

lol really bad idea. since when people want their skins to be like ice?

puppiepoppy's picture
1634 pencils

You see those ideas all the time when the junior comes in for interview...then you think "You're not soooooooooooo hiring this chap". Then, somehow you see these ideas here.

eddietanhk's picture
64 pencils

totally agree. great idea!!!

mlsman5000's picture
128 pencils

This is bullshit, if that was projected on to the ice there would be shadows cast and the image would appear on the backs and or heads of the skaters. Might want to fix the photo retouching before Cannes.

gmint7's picture
2683 pencils


i think what he meant by "project" is not realli projecting from ceiling projector

coz i know there is a layer beneath the ice that you can use.. (where they can print and draw those hockey goal lines)

i like it. but maybe expensive to do?

the blue layout sucks by the way IMO


dynatop's picture
212 pencils

projecting the image in the whole ice surface, is it possible???

consolidated.db's picture
545 pencils


Skaters commented that it was very interesting and that they thought we were the cleverest people in the world. They said that if it was up to them, we would win multiple awards. Further, they said that we were super awesome.

iT-iS-i's picture
1721 pencils

Arggghh, get off your high horse matey. You're deluded dear friend. Icy cold lotion, be careful of frostbite when applying... Pffff... Super awsomely deluded.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

Copydog's picture
129 pencils

I skated several years ago... but I remember that ice was very unpolished because of the sharp skates. I don´t like it.

funky_frogii's picture
2536 pencils

awesome ad/,,,,,,,,,amazing............................superb.....

Infected by a virus called CREATIVE | "And ya I Love Everything" |

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