Canon: There's more under water, Alligator

Advertising Agency: Giovanni+DraftFCB, Brazil
Creative Directors: Adilson Xavier, Ricardo John, Benjamin Yung Jr
Art Director: Henrique Del Lama
Copywriter: Marcelo Jun Sato
Illustrator: Henrique Del Lama
Art Buyer: Tina Castro


lessismore's picture
251 pencils

help i don't understand this…

raulbanderas's picture
357 pencils


lessismore's picture
251 pencils

thx dude i already get that, i wanted to know more of the "concept", if there's one…

luispiter's picture
2756 pencils

i dont understand.. is confused

Billoughsby's picture
5091 pencils

They're selling an underwater camera. Ah, kind of obvious.

"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

jjf's picture
262 pencils

They're using an iceberg concept. You only get to see just a partial glimpse on the surface but in truth there's more than meets the eye underwater. The camera is shown at the bottom so you get the ad more. Blue is used to represent water. O.o

khronos's picture
998 pencils

yea but why green and why PINK o.0

lindsay's picture
13 pencils

this ad could be for any underwater camera. doesn't say anything special about canon - you could stick any logo on it. took me a while to work it out as the execution is all wrong. why a silhouette alligator drawn in illustrator? hardly captures my imagination for photography. what would have worked well here is a great quality underwater shot of an alligator to show what the product actually does. now who wouldn't want a picture like that!?! make me want it, this doesn't inspire me to do anything - it just says canon are cheap and can't afford a photo shoot.

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