Associated Ready Mixed Concrete: Magic

Advertising Agency: O'Leary and Partners, Newport Beach, USA
Creative Directors: Eric Spiegler, Deidre McQuaide
Art Director: Paul Christensen
Copywriter: Matt McNelis
Published: May 2009

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6 comments

Gearbox's picture
Gearbox
120 pencils

Nice! Fun treatment of a product that's, well, about as exciting as watching cement dry.

federo's picture
federo
781 pencils

How do you communicate a product such difficult as concrete?
well, I think this are good ways.

not brilliant, I mean, but good enough.

Guest's picture
Guest

they do an admirable job. The lines are a little clunky, but they're solid ads.

Guest's picture
Guest

might be the worst art direction i've ever seen

Guest's picture
Guest

I was already missing the long copys. This is not the best one but at least is long.

Guest's picture
Guest

'Like magic. The good magic. Not that quarter behind the ear crap.' is a very, very good headline. Well done.

But the headline you ran before the headline: 'We make the impossible possible' is just crap even if it wasn't a pale reflection of the adidas line. Why put a second-rate headline before the good headline anyway? It adds nothing to the communication and just takes makes it long-winded and duller.

Lose the pre- headline which totally drowns your good writing. Three sentences and full stops is enough in a headline anyway. Improve the art direction (which will be easier with one less element) and you may have a real winner. There is a real 'One Show' tone to the headline, but the art direction and pre-headline are trying their hardest to get the judges to pass on it.

Come to think of it, even the good headline can be tweaked a little.

"LIke magic. The good stuff, not that ....crap"

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