Alka-Seltzer
Digests what you can't.
Advertising Agency: JWT, Singapore
Executive Creative Director: Tay Guan Hin
Creative Director: Ali Shabaz
Copywriter: Joseph Cheong
Art Directors: Neo Chiew Chiew, Elisa Tan
Photographer: Teo Chai Guan, Teo Studio
Account Supervisor: Jian Yang
Advertiser's Supervisor: Karen Ong
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11 Comments
Hmm.. Took a bit of time to get it and when finally did it didn't wow me.
David Byrne
http://www.afterbyrne.com
Why grayscale?
who eat the sandwich as an ONE BIT !! e
VW's 'Headache' classical Ad still rocks in 2007!!!!!
Young creatives and some senior guys wake up and wank less.
jono
quite hard to recognize that it's burger if the title doesn't indicate so.
I really don't know why this campaign won bronze at Cannes. We made something similar for a day-to-day job, I mean, it's not what you will show to the guy next to you and say 'Dude, I have a winner'; by the way, in most of the Alka ads you see the tablets falling straight down. Actually this ad reminds me a tv execution of the same thing (like if this is a frame of the storyboard) from South America, Peru I think.
Anyway, a lion is a lion... so party on, and... for the aches of the next day, just take one Alka Seltzer.
I think these are fabulous and I'm surprised at all the whining and sour grapes posted about these. I'm sure that the food item is easily recognized in the full-size ad, but it does not matter. You still immediately know that it's not a tablet but instead some type of round food. Which one it is doesn't really matter--the point has been made. These would work even without the tag line. Lion well-deserved in my opinion.
Really, they're not that great. The food is recognizable, I agree, but it is still a very lineal idea. Think of the product: Acetilsalicilic acid in efervescent tablets to relief indigestion caused by eating or drinking... write down your first ten ideas, I bet this one will appear in your list.
I know, advertising is about communicating, but we are talking Cannes here, where you want to show off with the best, original and memorable work.
For a POP material or something in the likes I think this campaign is perfect, the ads communicate the benefit in didactic way (I would change the line to 'Fast food, fast relief', based on the visuals) but for advertising festivals...
Wow! What logic. So no matter what I come up with I should just throw away my first 10 ideas because WITHOUT FAIL they will automatically suck? That's just plain dumb. But it sounds like a winning strategy for you. Apparently the trash can in your office is just full of Cannes Lions. Where is it written that your first idea can't be a great one? A good idea is a good idea no matter when it shows up in the process. Assuming that the first round of thoughts will be useless "just because", tells me that you have trouble recognizing a good idea when you see one. You guys kill me with your so-called advertising rules. Especially when you pick and choose which ones to abide by, and which ones to ignore. But different strokes for different folks I suppose, so good luck to you. And keep throwing away those Lions -- I mean first thoughts.
Dude, some ideas come from inspiration, and that´s good, but most of them come from a line of thinking about a problem and how to solve it. In this way you develop a chain of ideas, coming from the very basic ones to the most lateral ones... but, you start with a concept, and do all your thinking on it. Take for example the grand prix winner of 003 (the ps 2 ad of the birth), that idea started with a grown up kid coming out of an egg... but, the concept was taken to the max, and it was the best ad of the world in 2003. Another one, the veterans campaign (also from TBWA Paris), it started with just four medals (in the shape of the x, square, circle and triangle) over a white background, look into what they become... See what I mean?
This is a very basic concept, well executed? ...I leave it to art directors, but it's not developed to its ultimate stage.
Take a tip or two from George Lois... He knows the games too well. Learn from the Masters.
jono