3M Scotch Magic Tape: Magic

Like magic. 3M

Brief: Among 3M magic tape's many benefits are that it adheres well and leaves no residue. A package wrapped with magic tape that appears to be completely seamless raises consumer awareness about the benefits of magic tape.
Solution: Tape is a simple, ubiquitous product that needs little introduction. We wanted to catch the consumer’s interest and set our product apart from the competition by creating a clever, minimalist advertisement. At first glance, our magic box looks like an ordinary package. The missing lines spark the viewer’s interest, asking them to take a second look and make the connection between the product, copy, and visual.

Advertising Agency: Diamond Ogilvy, Seoul, Korea
Executive Creative Director: Wain Choi
Creative Director: Yeonjoo Shin
Art Director: Jinwook Jung
Copywriter: Andy Kim
Photographer: Seunghyun Byun
Published: October 2009

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23 comments

michdec's picture
michdec
440 pencils

Well that's just a lie..

silvi's picture
silvi
4172 pencils

Help me here. Don´t get it.

rehpani's picture
rehpani
312 pencils

La caja está sellada con cinta 3M
pero la cinta tiene una textura especial que no se nota para nada =)

jawtok's picture
jawtok
183 pencils

The edges of the box are "sealed" closed so tightly with Scotch, it feels like it doesn't have any edges.

talkingisfree's picture
talkingisfree
2569 pencils

Is like the lockers campaign from Leo Burnett Thailand, or the one with the doors that you cannot open but applied to another product. Done

CreativeNinja's picture
CreativeNinja
133 pencils

Excelente... Simple y directo... Me gusta

mikeelrapido's picture
mikeelrapido
1929 pencils

Muy bueno, no? :)

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Gualcor's picture
Gualcor
972 pencils

Casi casi

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Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
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sandhya rao's picture
sandhya rao
217 pencils

simple and good but not efffective

ricklongo's picture
ricklongo
1244 pencils

Extremely forced. No wonder it needed explanation.

bknowlden's picture
bknowlden
3647 pencils

Smart

monsieurange's picture
monsieurange
520 pencils

Se quedó muy corto, no tiene onda.

park JH's picture
park JH
12 pencils

Good~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~http://blog.naver.com/hun1056/20099152672

kevgroat's picture
kevgroat
175 pencils

a stretch

alexander_bickov's picture
alexander_bickov
3279 pencils

Difficult to understand

maranca82's picture
maranca82
423 pencils

I feel like their attempt to explain the idea actually confused people. It's simple; I like it.

mrckais's picture
mrckais
415 pencils

it's hard to get it

i just like the product shot :p

mrckais

zerocool's picture
zerocool
455 pencils

Art direction is SO 2003, as is hyperbolic advertising !

:(

4/10 stars.

eastflyrc's picture
eastflyrc
10 pencils

....i don' like the idea,good one is easy to understand,but it is not

Hiperion's picture
Hiperion
3138 pencils

One of many...
All the guys of Diamond Ogilvy have voted this ad I guess...

rolling.stone's picture
rolling.stone
2740 pencils

without explanation it was not possible to understand this ad,

a good copy is needed because actual target audience wont get to read brief

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Guest's picture
Guest

concept isn't obvious enough...

Charlie_12's picture
Charlie_12
97 pencils

GREAT WORK.... CONGRATULATIONS

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