3M Scotch: 69

3M Scotch. Permanent double-sided tape.

Advertising Agency: Ogilvy & Mather, San Jose, USA
Art Director: Roberto Leitón
Copywriter: Ronny Villalobos
Photographer: Tadeuz Jalocha

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32 comments

ÖzgürBeyinFikirleri's picture
ÖzgürBeyinFikirleri
48 pencils

It's brillant, it's wonderful!
David Ogilvy must be very happy in his bed...

Guest's picture
Guest

Great. Congrats.

Guest's picture
Guest

It' s better 96 than 69!
BOOOARINGGGGGGGG!!!

pwizzle's picture
pwizzle
17 pencils

i get it, but i don't get it.

Guest's picture
Guest

Please explain!?!

andyStock's picture
andyStock
666 pencils

I don't get it?

Kswizzle's picture
Kswizzle
36 pencils

In the states, 69 is a sexual slang term meaning one person is up and one person is down .... and I guess the leap this ad makes is that the tape is double sided.

It's a fun visual realization that the tape dispensers make this image, but it's hard to believe that it ran.

Still cool though.

CommandZ's picture
CommandZ
2474 pencils

Love it. Brave client.

sirvan's picture
sirvan
29870 pencils

And you really think this actually ran?

ROTFLMAO...

+++

"I love some things, and don't love some other things."

Galo's picture
Galo
441 pencils

Like it, but not in love with it.

benihana77's picture
benihana77
86 pencils

I suppose it's "brave", but that concept is realllllly over-reaching.

What would have been better is if there was a (visible) strip of the double-sided tape down the middle, and the "6" and "9" were stuck to it on either side, demonstrating the double-sided nature (and relative strength) of the tape, and re-emphasizing the sexual wink.

This seems a little hurried.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
http://benpaddockdesign.com/ihadathought/
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Billoughsby's picture
Billoughsby
5091 pencils

Frankly, I doubt that there is any sexual reference here. The purity of the visual makes it work, whatever the case.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

Seriously? 69 isn't a sexual reference? I doubt you know what you're talking about.

Billoughsby's picture
Billoughsby
5091 pencils

You're a guest here. Doubt away. your vote doesn't count.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Billoughsby's picture
Billoughsby
5091 pencils

.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

hmm man.. im 16 years old and i get it but is boring ...

huh's picture
huh
18 pencils

i like it, there is a clear reference and without the ref also it works. Good work...

--
((((()))))

Guest's picture
Guest

If people have to think more than 3 seconds they flip the page. This is just a "witty" ad intended for ad people, a visual pun. Who cares.

cef's picture
cef
547 pencils

And by the way; i was thinking that "69" means "69" in all languages. I see that its not. Is it?

Beside this cultural thing; It would be better if those products stick each other. Or maybe it shouldnt seem like so much "69".

it would be better if the products are not vertical but horizontal.

Guest's picture
Guest

mmmh ambiguity

the_lizard_king's picture
the_lizard_king
1259 pencils

Wot? I mean yeah the tapes form a 69 shape but the copy doesn't relate the sexual connotation to the artwork in any way. I personally feel the thought it good but the copy could have been far better to actually create the desired zing.

And then GOD said...
Let there be creativity!!!

riyelam's picture
riyelam
370 pencils

I think the idea is about value. Both side of the tape is same in quality as the both symbols r numbers. I think there is nothing related to sex.

KynK's picture
KynK
20 pencils

Very simple and understandable. Does it go with the brands understanding and communication? So so...

Guest's picture
Guest

perfecto

Rare View's picture
Rare View
30 pencils

it is related to sex, but in a good way.. nicely done..

paumarques's picture
paumarques
1314 pencils

jej.

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Guest's picture
Guest

Sticky on both sides...get it? Points for cleverness, but yeah it doesn't sound like 3M's brand. Aerosmith's maybe. And unless there's some weird use of 2-way tape I'm too sheltered to have heard of, doesn't sound like it connects with consumers in any meaningful way.

Very student portfolio. But still, elegant & clever.

--Jordan

Ed Rapport's picture
Ed Rapport
724 pencils

push the envelope why don't you.. great.. is this a one off or is there a campaign?

Guest's picture
Guest

it's an alright idea, it's working. but the 69 thing, i find it a bit cheesy. i don't think it's a clever joke and in my opinion it lacks another stronger layer in meaning- i think it's so flat. it's okay-attractive, you see this thing, two scotch tapes in an unusual position, alright. it seems like an enigma, and then you see it's 69. you go, 'uh..' it's not interesting anymore. you may ask: does it have to be complicated to be clever? of course not. i think clever and simple is stronger that intricate and detailed and complex. but this one lacks that 'clever' part. is this really the best you could come up with? i believe that this one might only be your plan B in your sketches and just another option in your many many choices. and that's all. lacks the power to be the actual one.

Guest's picture
Guest

they fact you al commented on it means it wasn't so boring now was it.... all i am saying. All the Ad has to do is sell tape and it does that.

Guest's picture
Guest

Really nice!! i like ads that have ambiguity! Good work!

velle's picture
velle
1550 pencils

all i see is, 69 in the sexual sense, but i dont see anything doublesided or permanent implied in there

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