Axion Oxi: Plates
One less headache
Advertising Agency: Cerebro Y&R, Panama
Creative Director: Jorge Heilbron
Art Directors: Alberto Weand, Eduardo Gomes
Copywriter: German Ponce
Illustrator: Alberto Weand
Photographer: Gustavo Dao
Published: August 2011
38 comments
Feels done. Anyone?
Will Think for Salary
plop plop fizz fizz
Haven't seen it before. Very nice.
Does 'feel' done but can't think of an example.
If not, this is great.
@TrollusMaximus
http://www.behance.net/trollus_maximus
definitely feels done.
P13
good
Wow campaign.
Will work only for those familiar with Alka-Seltzer Ads, I guess :-)
~~this paranoid survived!~~
great ad! well done. don't know if two plates is a recognition thing, but one would've worked better -> one less headache.
plates are alive :)
it looks familiar because it's ripped off the Alka-Seltzer ad, come on guys...
An ad for ad people who hate washing dishes?
Works for me! Nice repurposing of the existing Alka-Seltzer concept/layout. I don't feel like it's a straight rip off. This has new meaning. If anything, alka-seltzer should send them a thank you letter for bringing their product back out of everyones' subconscious. Very different that a direct rip of, for example if a generic alka-selttzer manufacturer made the same ad layout with their product in place and read "plop, fizz, plop, fizz"
It is actually a rip off. In advertising, we associate the image of two dissolving tablets with Alka Seltzer, and here the plates resemble tablets. Of course, most consumers wouldn't know this.
The "repurposing" argument you are making could also be made for this other ad (see link below), for Goundrey Wine Australia. A "nice repurposing" of the classic Marlboro Man image? Yeah riiight.
http://tinyurl.com/4ymeza6
If this idea has been done before then put a link up or scan in an image (if it's old enough to be in some annual somewhere).
It's taking a familiar visual (Alka Seltzer tablets dissolving) and showing that this product alleviates headaches in another manner.
Right now this ad is a parody. A nice one at that.
@TrollusMaximus
http://www.behance.net/trollus_maximus
I think most consumers would get the dissolving tablet association. If the majority wouldn't, why make the ad? It wouldn't make sense to anyone.
I took a look at your example. I agree that the mock Marlboro wine ad is a complete rip off. Subbing out a tobacco product for an alcohol product may as well be subbing out Marlboro for Camel. Tobacco and alcohol both serve as relaxants.
In this ad, dinner plates to not have a similar function to alka-setzler. This ad evolved an old classic into something a little more clever. I'd still stand by my original comment.
Agreed.
@TrollusMaximus
http://www.behance.net/trollus_maximus
clever, simple!
Very clever! Very nice! Congrats!
cannes?
Excellent. Although one less headache from washing dishes is a washing nachine.
Life's a Trip. Enjoy the Ride!
excellent point. Even more important than figuring out if it' been done or not.
I like it! It's simple, fun and gets the message across in a novel way for the category. Kudos.
Nice and clever. Good job!
love this! Great and smart visual!
http://www.brandslamblog.com
simple and clear! Good
Great! Clever! and Smart!
Never seen the analogy of Alka-Seltzer before in any other product communication.
Will it sell Axion or Alka-Seltzer is debatable.
But liked it :)
Clever insight. Well done!
people in the industry (myself included) seem to have developed a certain "looks-done-to-me" paranoia. even if done, this one just made me smile.
great idea... smells like it was done somewhere sometime somehow...
Simply brilliant.
Muy bueno. Sencillo, claro y bonito.
http://www.illapublicitat.com
It is a vintage advertising. It would be a great idea in the nineties.
Excellent, congratulations guys!
Yep very good shot soony ;-)
Brilliant ....
Nah, done!
agree with Alka Seltzer like atb said..
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL