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Comments
LOL. Nice one.
Excuse my ignorance, but why would a kidnap victim be holding a newspaper up?
To show that the victim is still alive.
And there´s a world famous picture of a guy named Hans Martin-Schleyer, who was kidnapped by the german terrorgroup "RAF".
He was holding up a sign which said: "Since 20 days prisoner of the RAF".
Check wikipedia.org - there´s really everything you need to know.
cause date attantion. meaning 'I'm alive'
Victims are forced to show a newspaper to prove the date and freshness of the picture.
This add is very good, but their is something strange ...
Its a german newspaper, but its written in english !?!
I never heird, that the BILD is published in a foreign language !
Greetings from Germany, Christoph.
Ever noticed that all of the asian, european, australiana and south/american ad´s have english copy? Even photographed outdoor stuff. Now why is that, hmmmmmmm....
In case you send your ads to award festivals you have the right to anglosize them. Makes it easier for the rest of the world to understand. Nothing strange about that.
the reason why this AD is in english - "Jung von Matt" just want to win Awards with this (fake) Ad!
if it would be in german language the international jury have difficulties to get the hint.
hijacked would be to obvious ; )
Sorry to rain on your parade but the ad actually ran.
I allready shared my opinion about so called "Fake" ad´s in a previous posting.
I havent seen one agency in my life where they dont produce ad´s for awardshows and trust me, i´ve been to quite a lot agencies.
And i think there´s nothing wrong with it.
When Mercedes builds a concept for an Autoshow, does anybody shout "Hey - i havent seen it on the road! It´s a fake!"??
That sums up - in a simple way - what Jean-Remy von Matt said in his book "Momentum".
It´s experimenting, it´s showing what you can do in communication and it´s benchmark for "real" campaigns.
I see nothing wrong in that.
Besides that - Jung von Matt started 13 years ago with 3 people and they made it to Germany´s most known agency because of the creative work they´ve done for their clients.
Great job. I forget where I saw this ad, but I know it won gold somewhere. keep up the good work.
Nice ad, but is the claim true? Is it really the fastest newspaper? I highly doubt it. I'd like to see if this is can be a campaign.
that's an opinion of the viewer and end user. obviously a company is not going to market themselves "the world's second fastest newspaper" or "we're just mediocre"
Then it's over claiming. If a claim cannot be substantiated, don't you think the ad is just about fluff? It's false. A claim should stay true while the concept or idea should infer to it in an exagerated manner. How chaotic would it be if every company said they are the best at something without being able to prove it?
FYI pandashekki - your statement about a company not going to market as second best is incorrect. Avis did a brilliant job positioning themselves as the number 2 car rental company. Only they look at the positive side and came up with their slogan 'we try harder'. the campaign is a highly respected case study.
On the other side you also have Carlsberg's slogan. They know they are not the best beer in the world but they allude to it. 'Carlsberg. PROBABLY the best beer in the world.'
A claim should always be true.
When i read the comment of pandashekki i had to think about Avis as well but it doesnt count here, because BILD is the absolute numero uno neswepaper in Germany. Which makes them fast as well. And saying "Fastest in the world", translates to very well informed - it´s an exaggeration to make a quite humble point.
And i hate to bring up that argument but all the juries from Cannes, Clio, One Show and D&AD got the point that you shouldnt take it too literally.
I'm not sure 'fastest in the world' translates to very well informed. The claim they are making is simple: They are the world's fastest newspaper. And the execution shows it. I'm not saying this is a bad ad. I like it, but let's not digress from the point. The claim is simply not true.
Regarding your list of award shows, I'm not sure I'm taking it literally. I'd say the ad is. Don't you think? The ad won is some shows because it was a fresh execution. I agree with them.
I haven't read 'Momentum', whose author is coincidentally the owner of the agency of this ad, but allow me to give you a piece of advice. Don't believe wholeheartedly everything you read.
There are a lot of people here just criticising good work. And in such detail. You guys take it apart piece by piece and then argue the hell out of those pieces. The way you guys criticise I have a few questions.
How good are you guys? Who the #&*^ are you to tear apart good stuff? I understand if Schumacher is ruthless to a trainee F1 driver. Because hes earned that respect. Other than Ivan who runs the site and has a good sense of advertising, the rest of you registered &^*^s either show some really good stuff of your own or tone its down.
Dont worry. I am the last person who believes "anything" i read. And i especially question everything my "Bosses" say, write or show me.
And you are right - it´s saying fastest newspaper. I take back what i said about well informed. I was talking out of my ass.
But then let me ask you this:
Is NIKE really sport, just because they claim it? Or are they merely producing shoes?
Does the VW Polo stop bullets? Or is it just a small car with a few safety features?
Again, i could continue the list but i think you got the point, so let me ask you just one more question:
Is advertising lying? Or is it just exaggerating the truth?
P.S.: I am not sure where you´re from but MOMENTUM is available in english among some other languages. It´s a decent and sometimes entertaing book. Check it out.
Well Phil here are my two cents about your response. NIKE is not just about shoes. They produce a wide variety of sports products, hence I'd say they are about sport. NIKE really is about sport because of their slogan 'Just do it' which is an attitude that all athletes can relate to. Therefore, their claim is true.
Regarding VW Polo stopping bullets, I suppose you're talking about the award-winning ad where cops are hiding behind a Polo. The ad does not show the car stopping bullets. It only shows cops thinking they are safe behind the car. Their claim doesn't say 'the bullet-stopping Polo'. it says 'the tough polo'. that's all.
Advertising is not lying. It's exagerating. It's bending the truth, not breaking it. JVM's execution is smart, but their claim is not true. They could've said they are Germany's fast newspaper. Or fast news. But to say 'the world's fastest', that's just false. Do you understand?
to the guest who wrote right after me: let me answer your question with the same questions. what makes you so good that you want people to keep quiet about talking about ads that you think are good? How good are you?
I'm sure a Polo will stop bullets. It's metal after all. The cops are safe behind it, as safe as behind any car.
I know in the movies it´s the first cover they are looking for and of course if there´s nothing else to hide, hide behind a car, but the first thing that they teached me in the army was: "NEVER HIDE BEHIND A CAR!"
The standard NATO standard ammunition is 5.56mm which is actually a quite "human" calibre (please dont bash me now for the wording) and it easily penetrates any car model. I guess the older the car the safer it is to hide behind it because back then cars really where made out of pure metal but today there´s lot´s of synthetics in there.
Thanks! Good to know, although I hope I will never need this knowledge.
I´ll keep my fingers crossed for you :)
I have to admit you made a strong point about Nike and VW.
But regarding the Bild line, i still think you are counting peanuts.
Why can i visually bend the truth but not copywise?
I think people nowadays understand the language of advertising better than some of the people working in the business do - they got raised with it and can decode it.
You're right. It could work for any car, but the VW Polo owns this positioning. They are the first and have done a brilliant job showing it on ads.
Umm...okz, I have to say something about this ad. This is just my opinion . JVM is a great agency and I envy some of their works. But the problem I have with this ad is the visual/subject. I would never try to sell a product through using people in real life&death situation. I mean, the situation is not fun at all. Families who have been through this kind of challenge think about them. May be I am totally wrong, but I can't accept making fun of someone in real danger just to bang some awards or sell a product. Ahhh..may be I am wrong; I have seen a lots of ads where dead people are shown but didn't feel this way seeing those ads.( for example....last year's Cannes winner...a campaign for some Green colored sauce..showing people kille dby gun shot with green colored blood...saying: not all tomato sauces are red OR somethign like that). So is it because the Kidnapping is too much a big deal now? Is it because Kidnapping+videotaping+killing hasn't turned into a daily crime like shooting/raping/stealing/robbery?
Donno... :-)
Oh..and I do totally disagree with that Guest who thinks one has to be better than hegarty if he doesn't like a Levis ad and wants to say it. That's simply a wrong thought. Whatever.
lovely ad..keep it up guys
the ad has an awesome concept.. alot of controversy.. a nice mix of weirdom.. but the execution is what messed it up.
Not only does the news paper look fake and photoshoped in.. there is that nasty red bar that is totally unnessisary in this sort of art.
what i feel from that red bar is.. HEY LOOK AT ME.. LOOK AT ME.. I NEED ATTENTION!!!
not the right feel.
alrighty
-jason
nice.....
这个工作是在报社内部进行的么？哈哈！开玩笑拉！