April 2010

Print advertisment created by Point Blank, India for Bexomer, within the category: Pharmaceutical.

Advertising agency: Point Blank Advertising, Mumbai, India
Creative Director: Lyndon Louis
Art Director: Jayant Dethe
Copywriters: Lyndon Louis, Prasad Pradhan
Illustrator: Jayant Dethe
Account Manager: Ruchelle Dias
Directors: Sujeesh Sukumaran, Bindu Menon

Comments (22)

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Highest Rated

cmotan's picture
Activity Score 189

nice idea, very bad typo & AD.

Janae's picture
Activity Score 385

i don't get the idea.
the drawing looks like the work of "paint".

Guest's picture

those who cant understand this adds have NO brains,
Its clear that "Bexomer" helps to get sleep for patients suffering from imsomia

The Unfulfilled Potential of Dean Cain's picture
The Unfulfilled...
Activity Score 18

A man with no brains here.

How is this ad clear?

It's just that I see a picture of a fish, a fish hook at the bottom corner and a brand I have never heard of before.

Could be a fishing brand, fish food. Who knows?

But it doesn't seem obvious to me that it is for people with insomnia.

Do I have no brains? I imagine it'd be helpful for me to know. So if you could educate me I'd be quite grateful.

You know, instead of calling people brainless.

Makes you sound like a bit of a twat.

Or a rather defensive creative whose idea isn't that clear.

But that would still make you a twat.


LeeHarvey's picture
Activity Score 3045

Thanks T.U.P.O.D.C. for pointing this out to this twatguest. Not a very clear campaign and the art is terrible.

Guest's picture


MidasTouch's picture
Activity Score 1024


//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Guest's picture

for me, concept is clear. but they are not brainless. it's just the way it is executed cannot fulfill mass's understanding. and advertising creatives should also point that out to themselves to do better than these campaign's. but for me, it's just so so and well,understandable.

breakinbri's picture
Activity Score 8

oh now i get it! sleep with their eyes open..kinda like an insomniac. Shit i've been there.

Guest's picture

Simple yet powerful

Guest's picture

Simple yet powerful ads

Guest's picture

The rationale:
Any medical professional, while administering a brand for insomnia, looks for one basic benefit:
that it should ultimately help the patient catch sleep.
The objective of this campaign is to convey this simple benefit. As simply as possible.

This campaign, btw, won a shortlist at Clio 2010 and at NY Fest Globals 2010.


Lyndon Louis

cmotan's picture
Activity Score 189

nice idea, very bad typo & AD.

Billoughsby's picture
Activity Score 5142

Re guest's troll-shot: Always exhilarating to see a man reach deep and find that reservoir of courage that will enable him to call someone "stupid" whom he knows he can hide from forever. I just love that about the net.

That's it.

Guest's picture

haha pu-pu-pu-pu-pu-funny

kholm's picture
Activity Score 69

Simple. Yet not powerful at all. Last time i checked you need to bait the hook for a fish to bite.

Guest's picture

Nice, but it may be a bit too simple. A line of copy or tag might help.

Cheerriiee's picture
Activity Score 952

Looks like this campaign have some work left to do..

Guest's picture

can i be point blank? guys it sucks! wish the CD had told you this...but then again, the CD is also the copywriter.
what did 2 copywriters do in this campaign.
1 wrote the spellings of SLEEP, the other the brand name and oh! of course the idea also must have come from them ;)

Guest's picture

good illustration work..

capywriter's picture
Activity Score 5509

Literally catching sleep...

Guest's picture

it was a nice thought. However the the brand seems to be standing for different things- a mouse trap, a butterfly net and a fishing bait. Not a good thing for branding. Needs more strategic work.

Sabyasachi Gupta's picture
Sabyasachi Gupta
Activity Score 7

Nice art work....would have been better!