CLEO Magazine Malaysia: Rash

Strict censorship laws in Malaysia don't allow exposure of full breasts in any form of media, even if it's for Breast Cancer Awareness as in this case. Nipples of the breasts in the advertisement had to be hidden.

Agency: Leo Burnett, Kuala Lumpur, Malaysia
Creative Directors: Yasmin Ahmad, Ali Mohd.
Art directors: Zaidi Awang, Zarak M.Zain
Copywriter: Ramanjit Singh Gulati
Photographer: Steve Koh


act's picture
535 pencils

trying too hard, and this once refreshing technic is so old now.

squirrely's picture
316 pencils

It's a nice execution of an old idea.

_inkpact's picture
84 pencils

I think old execution of and old idea.
I´m sure it works, though

GeGeGe's picture
46 pencils

ad that works Vs. creative ad

it works well, but there´s no new creativity in it!

juanguzman78's picture
44 pencils

Though topic you have hit here GeGeGe.
Some would say, if it works well, then it is creative.
Actually, I'm still haven't found a satisfactory answer in regards to that matter for myself.
Creativity is effective by itself. That's all I know.

raverus's picture
1476 pencils

sorry yasmin.... :(

addyhoch10's picture
2592 pencils

on the thumbnail i thought 'oh no, not another wonderbra ad.'

the first thought after having read it was 'now do they want me to tear out the a page to symbolise breast amputation?'.

now as i read the line on the ad i think: it's a good idea, but unfortunately most of the mag readers wouldn't get it.

act's picture
535 pencils

hahaha "sorry Yasmin"...... whats that about?

Guest's picture

what is that to sorry about...beat it and go away if you do not know anything>>>

Vibe's picture
230 pencils

He failed to impress the people in this forum... oh well GOOD try malaysia LB!!

Boony wants a beer's picture
Boony wants a beer
380 pencils

If you're going to put a pair of cans in a DPS, you gotta give us a bit of nipple action.

This exact ad was done about 5 years ago but for general skin cancer rather than breast cancer. A nice idea though. But like I said, it needs nips.

evonneloke's picture
2 pencils

I came across this ad while reading the magazine a short while ago (such coincidence), and didn't realize there's copy in it until I saw it here. 0_o

The problem with the actual ad is that the copy was inserted too close to the mag's spine, making it really difficult to read (unless you're on the verge of tearing the mag apart). I guess if readers don't get the copy, then this whole campaign doesn't really work ain't it.

Boony wants a beer's picture
Boony wants a beer
380 pencils

The fact that you have to look for it is the whole point. A lot of women don't find the signs of breast cancer.

Guest's picture

creative, but it takes sometimes to deliver the message

Guest's picture

awww come on..

with THAT TINY rashes, its already BREAST CANCER?

what? they dont study asian's body anatomy, skin reaction thingie ka?

Some of us live with skin rashes, allergies, scars, pimples, panau and lots more.
TAKKAN tiny rashes at the breast area can already make someone paranoid on having her breast checked.

this idea is not even new.

thinking IN THE BOX is still safer then thinking OUT OF THE BOX. when you think its 'that' good.

ahmedelmalah's picture
21 pencils

Creative Work

Ahmed El-Malah // Senior Designer // Seven Brands Bahrain

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