Chevrolet Tracker: Cardboard
Advertising Agency: McCann São Paulo, Brazil
Creative Directors: Adriana Cury, Erick
Art Director / Copywriter: Alexandre Silveira
Photographer: Miro / seagulls fly
Published: February 2008
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16 Comments
these are really cool. no tag necessary, the art says it all.
if i had to pick a weak one, it's this one. the razor doesn't look right and the cardboard looks a bit weird, but other than that, i love it.
I got the idea. But, I wonder how many of public will get this?
Ahhh! I hate when people say this. Do you really think you're more intelligent than the general public? The only time these words should be spoken is at a mensa meeting.
he doesn't mean he's more intelligent, but doing advertising every day simply trains you to get these ideas instantly. Therefor, he made a good point!
Yes, you are right. I never say I more intelligent than others. Someone misunderstanding my point of view.
Most of advertisers neglected a fact: Ads are for public, not for advertiser themselves. You might be one of the public, but your are not represent all the public.
Pretty fresh execution. Well done.
I think these are great. Very fresh and original.
This, however, is definitely the weak one. There is nothing really amazing about over coming cardboard as an obstacle. This should of been wood, or something else more durable and natural.
I agree that they can loose the tag but I think they should definitely add a shot of the car instead.
That's my first thought...
a bit literal..aren't you?
Explain to me how using a different (more natural) textile within the same concept is being literal.
Don't be a dumb-ass.
That's my first thought...
what about a knife through butter?
-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.
could've been a terrific execution!
Think it for a while.
Then, in anytime, it will come to your mind as an idea.
There's a lot of good work here today. Love these as well.
Nice!
In response to 'leaking bucket', i believe the cardboard is symbolic depicting a swampy terrain(i.e softest of terrains).
Well done guys.
Knowledge is everything.
I very much doubt that. This is a topographical/relief "map" and it represents the contours of a mountainous terrain. The path the knife takes is over the mountains not through the valley/possibly swampy area.
Either way, I still think a naturally occurring textile should of been used like in the other two. The corrugated cardboard is too man-made.
That said, these are still great and a very different approach. 9/10
That's my first thought...
I appreciate this :) sigh..
SJB