Janae's picture
385 pencils

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...
18 pencils

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
3045 pencils

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
1024 pencils


//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
8 pencils

oh now i get it!..fish 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
189 pencils

nice idea, very bad typo & AD.

Billoughsby's picture
5091 pencils

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.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture

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

kholm's picture
69 pencils

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
952 pencils

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
5511 pencils

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
7 pencils

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

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