Baygon: Jason
Fight your worst fear. Use Baygon.
Advertising Agency: Giovanni+Draftfcb, Brazil
Creative Directors: Adilson Xavier, Cristina Amorim, Fernando Barcellos
Art Directors: Felipe Gomes, Marcelo Lobo
Copywriters: Rodrigo Dorfmann, Fábio Penedo, Daniel “Japa”
Photographer: Gustavo Malheiros
26 comments
Where's Freddie?
I love this one
what the heck is Baygone? I don't understand this ad.
Baygon kills bugs and rodents.
Ivan Raszl, admin of AotW
Seriously?
Are u from mars?
CANNES MATERIAL!!!
GREAT!!!
Yeah, it is a typical festival work, with the great chance of the award. 10 for creativity.
However from the other side it is a bit "IQ-test-ad" (it's not completely clear for everyone), and people aren't devoting enough attention and cognitive stores to rading ads, they aren't searching for the veiled meaning - they want to easy get clue. It is our task "to sell" message that will be understandable at first glance, without deeper analysis and not counting on audience's involve (particularly in case of products which don't have the great value or particularly emotional character). Perhaps the most difficult aspect of our work is to combine the brilliance of the idea with it's intelligibility. I am afraid that this really nice, very creative ad will not be so effective on the market, like at festivals.
So if we are judging this idea as a kind of art, it,s brilliant, but if we are looking on this ad as the "working tool", I'm not so convinced...
You bring up a good point, Arkadiusz, but look around you. How many entries on this site or in Luerzers Archive magazine are self-indulgent—whether they are done, because the agency is wanting to add another award to their shelf or because they felt the campaign had so much potential, yet the suits with all their numbers and their lack of creativity turned away a good idea.
I love advertising, but it seems as though the people inside of it are starting to become their own worst enemy. I honestly got a laugh out of this ad and understood it, but my neighbor who may have a battle with pests or people at my job and my friends, would they be able to look at this ad, remember it, and be able to understand the product better and actually use it or would they simply say "Nice picture" or "I don't get it."
LOL! I will stop now. The fact that I am ranting is pretty sad and on top of that, I don't know what the solution to all of this is. I am in agreement with you though, I enjoy this ad from a creative standpoint and it may win some awards, but is it effective? What will it solve? Only time can tell.
Absolutely true. If you don't 'get' who the characters are it loses a lot of meaning. Is her 'partner' dressed up for some reason? Is that some sicko killer attacking her but why is she more afraid of 'something else'?
Plays a bit too 'in joke' and as such doesn't 100% do its job of selling the product.
nice! funny!
clear and funny
cannes for sure
Nice idea
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
good one ! nice thought !
7/10
radical
good work !!
Live with Passion
will work for the brand and get critique's applaud. well done team.
shahid
Dont u guys think it should 'Either fight your worst fear. Or use Baygon.'
Maybe i just didn't understand.
The idea is that the popular icons of fear are less scary compared to the little critters that run around your house :)
Hence those bugs are ure worst fear and u should use baygon to stomp em out :3
I think its a really good ad because we can take into account that baygon has very strong brand recognition and its a well established brand name. (at least in singapore)
And while this ad might not work too well in outdoors save for certain areas on printed material this fits just right :)
i agree with Arkadiusz.
GREAT STUFF
amazing stuff.
ha, clever
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www.hateondave.com
This ad isn't as clear and effective as the ad with the Scream character. Is she screaming because he's captured her? Hmm. At least in the Scream version she's hiding behind the bad guy, so you understand the connection better that he's her protector.
Cannes
i have the same ad. we did it in 2007 in FCB Argentina and won in the FIAP 2008.