Chevrolet: Three
Turn the world into your playground
Agency: Leo Burnett, Singapore
ECD: Steve Straw
Art Director: David Joubert
Copywriter: Jatinder Sandhu
Photographer: Adrian Brown
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30 comments
at first glance, so what?
at second glance, a very deep second glance…, i realized that the supposed toy world is not what it looks like. appearently our good old world has been treated like some close up photography.
thumbs up for the treatment - even though only ad people with good eyes will see the twist.
I would disagree, I got it right away. I really like it.
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brandon
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brandon
www.brandonknowlden.com
it is old trick. Although if you know a little bit about photography you'll notice that it is fake DOF - look a the top of buildings. It is great idea but bad execution, should be more detailed DOF so it would look more real. As well this picture is not suitble, no space for a car.
Can give a very detail explaination? i dont understand thanks
The technique they used to shoot the photo is called tilt-shift. It consists of a special lens which produces this "gradient out of focus effect" so the photo looks like one of those architect mockups. If you care to know more about tilt-shift search for it in google. It's really cool.
Oh... about this... i like it.
are u sure its just a camera technique, dam looks like a model to me.
If it is, it sure is a well wicked effect.
Check out this link on tilt-shift:
http://hame.ca/tiltshift.htm
That is fucking awesome.
You learn something everyday.
Those old photography books from college can come in handy.
F'ing clever, but as you say, at first glance it looks like tiny town. But now that I'm in the loop another winner.
this is the first tilt-shift campaign i've seen. knew they were coming... just didn't know for what. (kudos on the photography)
But the "playground world" concept could have been executed much better. a boat and a sidewalk, while cool, don't tell me a dang thing about this car, or how it makes the world my playground... the closest is the street games shot.. because in my sick mind i'm imagining slaloming thru the kids...
how hard would it have been to slip the car into the shot on a rooftop or something... something dumb kids would do to a model world...
Very good indeed. But somehow this ad seems familiar. I just can't put my finger on it.
Good point Jonny on putting the car somewhere stupid. Like that.
http://www.reinhardkrug.de/
does anybody else think this may be a combination of a small scale model and actual real people roaming around inside the miniature metropolis?
www.ashlandic.com
I don't get the ad and I am sure the consumers will not either. No one is going to intellectaulize the ad as much as we ad lovers. The consumer will simply flip the paper. Sorry.
Desi
www.DesiCreative.com
i'm with you Desi. Big whup.
• http://mikelightman.com/blog •
Agreed. Only ad people will get this ad. Your average consumer will be wondering what is going on.
I don't think so. It is relatively a simple ad. You see a toy city and the headline even explains it.
Ivan Raszl, admin of AotW
Brilliant and powerful ad!
Ivan but that's what you as seasoned creative think. You see a toy city, i see bird eye view of some sort of dock yard. I can not read anything more into this....
We do extensive post ad researches and believe me the consumers can't even get very simple idea, and this one is one of those. This is like showing a modern painting to people and everyone will have their own explanation.
Desi
www.DesiCreative.com
You have a point. For sure a certain percentage of ppl will not get it, but whether that is 70% or 30% I can't tell. My gut feel is about 50%. But than again, maybe the other half who does get it will enjoy it and will leave a long lasting impression on their minds turning them into customers down the line.
Ivan Raszl, admin of AotW
There's a fine line between an ad that stimulates thinking and is fun to try and figure out, and an ad that is frustrating and confusing, and makes you want to flip the page. That line is crossed with this ad. And then even if you get it, it really doesn't make a powerful statement about the product. Boo.
yup i m with jonny lonestar infact i got htose thought at 1st glance
Nice photography but tell me how getting chevrolet will turn world into a playground 4 me??????
The craft is superb in this ad but the Art Direction is what i question. If they are trying to push a playful fun easygoing brand on the vehicle, why use such a realistic almost life-like artwork? I thought it was an aerial and the ad confused me...
I think the message would be much clearer and effective had they used toy-like imagery.
lara, I think the car is supposed to provide you with care-free fun and enjoyment, its not really an ad with practical unique selling points involved, its branding pretty much.
Just put a Taliban logo (if they have one) and it makes a perfect terrorist campaign...
Sorry, but this campaign doesn't work for me, first level thinking.
MORON. like.a.tool
like.a.boy: what the hell?
it's just one big montage mishmash. Look at the shadows, they're going off in all directions.
Ripped off Flickr:
http://www.flickr.com/photos/rhiannonandpaul/110638898/
i like it because i learned something about tilt shift but desi is right the consumer will not know
Jatinder Sandhi and David Joubert please stop arguing for your own work. It's so obvious. Jut take the slagging and shut up.
Jatinder Sandhi and David Joubert please stop arguing for your own work. It's so obvious. Jut take the slagging and shut up.