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Elephant

Agency: 
Published/Aired: 
February 2011
Description: 

Big tablets, tough to swallow
Azulix. Looks mini, does plenty.

Advertising Agency: Sorento Health Communications, Mumbai, India
Creative Director: Rajesh Rai
Art Director: Siddhesh Kadam
Copywriter: Rucha Patil
Illustrator: Siddhesh Kadam

Comments (13)

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Highest Rated

salil07's picture
salil07
Activity Score 143

you just shred this ad to, well, shreds. I agree they did not need to show the elephant. But the idea is in the way the copy is placed - to indicate that it takes time to swallow big pills. And the CTA here is again a bit wayward. But it's not a bad ad and certainly not diarrhea. In pharma, I guess this works where your competition is another bunch of pills which are much larger than yours and so the important point to remember is the consumer, who is a doctor, will remember the elephant and the brand promise of looks mini does plenty. That's what my guess is.

Hand on my heart

Danbreezy's picture
Danbreezy
Activity Score 57

stacked type, tough to look at.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Totally.
Terrible work by the AD.

-

I see you gave them two stars. One of them is from me.

MK-tessa's picture
MK-tessa
Activity Score 216

My thoughts exactly. Yikes.

ambareesha's picture
ambareesha
Activity Score 253

no problem. clear communication. simple, still works. i'm giving 5*s

- @mbi

Hahalexander's picture
Hahalexander
Activity Score 140

this is ugly but the idea is not bad

unnchal's picture
unnchal
Activity Score 10

nice idea !

purshotham's picture
purshotham
Activity Score 457

Good idea.. its tough to read also..

Glut's picture
Glut
Activity Score 3937

this could be sell in a better way

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Knocking-copy is the laziest route to this precise type of diarrhoea in advertising. Hinging a campaign on a truism with no CTA is a risky shot - of course big things are hard to swallow, you don't need an elephaaaahh you did need an elephant to tell people that. Oooookay then, if you're going to show an elephant, and THEN hide your claim under 'looks mini, does plenty', know what?

Doesn't look mini. Looks like a fucking elephant.

salil07's picture
salil07
Activity Score 143

you just shred this ad to, well, shreds. I agree they did not need to show the elephant. But the idea is in the way the copy is placed - to indicate that it takes time to swallow big pills. And the CTA here is again a bit wayward. But it's not a bad ad and certainly not diarrhea. In pharma, I guess this works where your competition is another bunch of pills which are much larger than yours and so the important point to remember is the consumer, who is a doctor, will remember the elephant and the brand promise of looks mini does plenty. That's what my guess is.

Hand on my heart

Deepinheart's picture
Deepinheart
Activity Score 24

nice idea, weak typo.

second_creator's picture
second_creator
Activity Score 754

cnt swallow too

copywriter

ace85le's picture
ace85le
Activity Score 3939

I think they were stuck too.

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