Coppertone: Grohl


Advertising Agency: DM9JaymeSyfu, Manila, Philippines
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Creative Director / Copywriter: Louie Sotto
Creative: Allan Montayre
Art Director: Herbert Hernandez
Producer: Jess Ramo
Photographer: Paolo Gripo

November 2009


Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I can't see the link between Hillary and Bill Clinton and Dave Grohl and Kurt Cobain...

Tommy G.'s picture
Tommy G.
897 pencils

appie's picture
157 pencils

I like it!

Jakarta Jack's picture
Jakarta Jack

Really tired of word jokes.

Marlus Lau's picture
Marlus Lau
1808 pencils

I don't get it, what's the point on the sun block?

szkwadrat's picture
210 pencils

anybody can tell me what this all about?

Brain-Art's picture
1101 pencils

Dave Grohl will hate this

Audrius Kubrik's picture
Audrius Kubrik
828 pencils

What has EMERGE got to do with sunblock protection?

jamesrothenburg's picture
554 pencils

Come out from behind the shadow. Didn't think that was too hard to get.

alejulimaty's picture
842 pencils

i think grohl actually did come out from cobains shadow, but you're showing him as if he didn't. same thing happens with hillary. i like the message though

Reality Check's picture
Reality Check
2491 pencils

It is likeable enough to send intelligent viewers (but only the intelligent ones) in search of DM9JaymeSyfu’s Web site.

dlue's picture
342 pencils

it's a nice little journey this takes you on but the destination is lacking. using characters as enigmatic as these, the payoff (brand) doesn't really live add to them or what they stand for.... in other words...

awesome idea, but just not right


silvi's picture
4172 pencils

I think this is not showing any benefit of the product.

iwannatalktosamson's picture
701 pencils

Decent idea, but where are they sunbathing? The surface of the moon? Or an indoor concrete floor? They should have thought that out to make the overall execution better.

Migzter13's picture
973 pencils

Foo Fighters emerged from the great carcass they called Nirvana

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

P-syco's picture
267 pencils

Buena lo que dice es que salgas de la sombra. Está claro.

CopyRight's picture
713 pencils

ads so complicated don't work well

nosajm's picture
20 pencils

Who is the target market for these ads? Americans? I know that the Philippines is heavily influenced by western culture but this is just too much. It wouldn't hurt to add a local celebrity into the mix.

Guest's picture

Who is the target of this campaign? Clueless Cannes Jury members that's who. But I doubt it will pass, this is a metaphor that missed the sun protection boat completely.

Guest's picture

It appears some people miss going to Cannes again and want to jack up their salaries. Maybe to buy a new Mini.

This campaign might be good for the creatives who might reap awards and recognition, but I'm certain Coppertone will lose shares to Nivea, Beach Hut, and Banana Boat. "Cute" and incorrect use of a metaphor, which has absolutely no relevance to sun protection. Besides, the examples are about achievement, about "coming out of the shadow" of another person who is more accomplished. And though that IS the point, it's totally divorced from any connection to sun protection. Yes, I know you should "come out of the shadows" but that talks about showing your hidden potential or outdoing your mentors or peers, which Coppertone or any other sunblock does not do. Where is the benefit here? If the product was a professional school or something like John Robert Powers, fine. But sunblock? Tsk tsk tsk.
The idea is contrived and smacks of desperation. If it fools the jury at Cannes, good for them.
Not so good for the client and people who know how metaphors should be used. It confuses me as to why DM9 is always so desperate to constantly demonstrate their intelligence when they've already succeeded so many times in the past.
Why screw up now?
And again, no, I'm not being literal, just using common sense, which is clearly not so common.

Great for their portfolios, great to present to regional offices, not great for their clients.
Brand managers of Coppertone's competitors will surely silently thank DM9, I surmise.

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