Allan Gray: Lessons from Childhood, Sea Monkeys

Advertising Agency: King James, South Africa
Executive Creative Director: Alistair King
Art Director: Karin Barry-McCormack
Copywriter: Paige Nick
Photographer: Ross Garrett

October 2010


Billoughsby's picture
5144 pencils

Find the copy rather too glibly leaps to the point they are determined to make -- a forced moral, in other words. More adults complain about sea monkeys, in hindsight, than they ever did as children.

"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

HappyHour's picture
2381 pencils

agree.. the connection is a bit forced, and i thought sea monkeys were awesome when i was a little kid.

from an art standpoint however, i love the type treatment, especially for a product like this.

Guest's picture

i like the art direction

Guest's picture

There's nothing engaging about this, and the copy comes off as preachy and uninspired. I do like the karate one though as it is more insightful and teaches the importance of investment. It's a tough category to do interesting work and while this tries more than others, it's nothing special unfortunately.

Dzsoi's picture
8001 pencils

Preachy indeed.

jnaimo's picture
100 pencils

The layout works - it's the type treatment that I find interesting. Is this consistent with a theme or campaign so that its a recognizable element? It would work fine without the bars. I don't know why others are so critical about the copy - it's not their service that's out on the chopping block. It tells a story and I understand the tie-in. I think it works.

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