Chevrolet Tuning Show: Incredible cars

Incredible cars, fantastic cars and those that you wonder whether they really are cars. Visit the Chevrolet stand at the 2006 Tuning Show. May 17 through 21 - Bienal do Ibirapuera - SP

Agency: McCann-Erickson, São Paulo, Brazil
Creative Directors: Adriana Cury, Danilo Janjácomo, Marcelo Lucato
Art directors: Mauro Villas-Boas, Fernando Reis
Copywriter: Marcelo Padoca
Illustrator: Mauro Villas-Boas

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11 comments

chintan ruparel's picture
chintan ruparel
1516 pencils

like the campaign. love the art.

~ old habits die hard, older ones never do ~

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

copy could use some work. No need to say 'incredible cars', followed by 'fantastic cars.'

Try,

"Some are incredible. Others fantastic. And a few will leave you wondering if they're cars at all."

copycomoelcopi's picture
copycomoelcopi
822 pencils

not all the languages works in the same way, dear…

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

That's true, and this should have been translated so that it makes sense in English. Of course if you translate any language word for word, it's going to come out sounding funny, as our sentence structures will vary. So translate it so it makes sense.

pneuburg's picture
pneuburg
251 pencils

Neubi
First things first. Get the audience attention. They'll remember it no matter what it says. The idea and art direction are fun and interesting.

pjn

slim's picture
slim
1047 pencils

The art direction's certainly attention-grabbing, and I'm sure the headlines work much better prior to translation. Just not sure why they're illustrated in blue pen? Maybe something which had more of an association with tuning would make the ad stronger.. black pencil? Charcoal? Or just draw it in grease? Something dark and dirty.

theassailante's picture
theassailante
234 pencils

but why use blue ink?

B128's picture
B128
392 pencils

Why not? Blue biro pens are very common.

Micky's picture
Micky
55 pencils

As it's been said, very nice art direction, how ever I see a disconnect as well between the subject and the graffiti like drawing. Though it depicts automotive parts the style is that of a school aged boy scribbling on his note book. I would think that their most be a visual language that is specific to the mechanics shop. parts diagrams perhaps, though they have been done. There has got to be something though I do know a few boy who drew like that in school and in fact ended up as mechanics.

fersvax's picture
fersvax
1236 pencils

WHY YOU!!!!!!!! Brazilians have the best art direction in the world!!!! I wanna be like you!!!!! (I'm close, I'm Colombian)

FER.

jessicahoppe's picture
jessicahoppe
72 pencils

nice art direction...cool visual..and yeah a better translation would be great...as you might have seen i'm no native speaker at all, but i'll give my best tryout

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