Advertisement
Published/Aired: 
September 2010
48384
Description: 

Print advertisment created by Saatchi & Saatchi, France for Courrier, within the category: Media.

Learn to anticipate
Courrier international

Advertising Agency: Saatchi & Saatchi, France
Creative Director: Cristophe Coffre
Art Director: Arnaud Van Den Abeele
Copywriter: Timothée Gaube

Comments (129)

Log in or register to post comments

Highest Rated

Guest's picture
Guest

Recent tragedy?! its been like what,, 9 years, get over it. I am American and i know this day was a horrible one, but people really need to stop complaining about stuff like this.

Guest's picture
Guest

I can see all the americans getting pissed because of this ad. But you know what, I like the approach of the campaign.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Ditto ;p me too.

atb2005's picture
atb2005
Activity Score 13557

Please explain what this image communicates. Maybe it's something different from what I gather.

Guest's picture
Guest

I think it communicates that being informed prevent tragedies. Why do people begin by thinking it"s disrespectful ?

Guest's picture
Guest

Because it's making light of a recent tragedy? Because it's clearly trying to be funny and yet the joke isn't particularly well-crafted? (The Kennedy one is the closest to being on-target--no pun intended.) Because it's exploiting a tragedy for profit? It's not like this is a cautionary tale, they're trying to make this funny. Which would be okay if they were succeeding, but they're not. You can get away with a *lot* more in a joke if the joke is actually good.

Guest's picture
Guest

Recent tragedy?! its been like what,, 9 years, get over it. I am American and i know this day was a horrible one, but people really need to stop complaining about stuff like this.

Guest's picture
Guest

Tell the families who have lost love ones to the 9/11 tragedy, (In your words) to 'get over it'. These ads are offensive simply because a life & lives were taken unexpectedly, by people with no other reason; then to fufill some sick, twisted, & selfish veiw of how they believe things should be done. Hey, I'm all for individual rights & the passionate beliefs of human beings! But, once you decide to take innocent lives for a cause that you think should be heard; you have went too far and, you have destroyed any attempt at making a statement! The only statement that has been made for the individuals involved in these haynes acts is; "MURDERER".

Guest's picture
Guest

Recent? It is almost 10 years ago!
And still the US hasn't learned from it so it could happen any time again.

Guest's picture
Guest

And still the US hasn't learned from it? Terrorist blow up buildings killing thousands and America was supposed to learn what?

Guest's picture
Guest

You're just a horrible person if thats what you think..

Guest's picture
Guest

you like the approach?....then youre an ass.

im not just american but i was born and raised in new york city. i was here when it happened. i spent the day wandering the streets with hundreds of thousands of others, wondering if the world was ending. i grieved at 3 of my friends and 2 of my neighbors funerals. i began to question my very existence.

there are certainly clever/antagonizing ads out there....but this is way too far.

how are they going to top this? a good old fashioned holocaust joke?

Guest's picture
Guest

Yea I agree.
Obviously shock value is what they're going for but this is an unacceptable solution.

Guest's picture
Guest

3000 deaths vs 6million...

a little different.

but yes, possibly in poor taste.

charlesmdg's picture
charlesmdg
Activity Score 8

Jeez ... This has nothing to do with being anti-american, anti-new-yorker or whatsoever ...
No one in this ad is questioning wherever or not you have been hurt by what happend that day...
Your way too involved to be able to judge this ad.

Personally, i think this one and the one on the moon or the two best.
I like the idea, which in my opinion that "Courrier International" is kinda able to analyze and see what other cant, and i mean it in a journalistic kinda way of course.

Guest's picture
Guest

world doesn't end at New York buddy. You guys still need a wake up call. Every day greater tragaties occur, many of which are thnaks to your great nation. Not everyone thinks you're the middle of the unvierse. I am sorry for your loss, but you should have anticipated that.

Keep questioning. If only you American's questioned your own ways as much as you bugged everyone else.

Guest's picture
Guest

very well put. Unfortunately no lessons have been learned from this great tragedy and America continues to caus tragedies worldwide on a daily basis by continued BLIND support for the Israelis and continued meddling in other countries affairs and governments without any cultural understanding or respect of other nations or beliefs.

Guest's picture
Guest

End of the world ? What about Pakistan today ? Or even Katrina a few years ago ?

Guest's picture
Guest

Gee I wonder why. Stupid Americans, eh laddy?

Guest's picture
Guest

What approach is that?

Guest's picture
Guest

Yes, if people read more news they'd build smaller buildings, everyone who read up knew 911 was coming! The people that died in the twin towers were fools, right? I mean, seriously, they walked into their own deaths because they didn't read that news outlet who totally would have told them they were going to die!This is terrible scam, distasteful, and also a crap ad campaign / idea / execution.

Guest's picture
Guest

Why? What are they trying to say about their company [a weekly newspaper] and anticipation? What is this campaign then?

Guest's picture
Guest

And it did, so...?

Really, who cares, great ad, bad photoshop.

Nobody really cares about the gringos, cause they really don't care about the rest of the world.

Guest's picture
Guest

The approach of the campaign is not unlike the approach of hijacked planes by terrorists into New York, killing THOUSANDS of American AND foreign nationals. Classless. Brutal. Fanatical. Uncaring. This disrespects every American INCLUDING American Muslims. All this for an advertisement. Money. Americans are perceived as money hungry, well welcome to the bank vault Frenchy.

Guest's picture
Guest

That is just low! It is totally offensive. I agree, the big idea is great, but the fact that they used TWO tragedies to execute it is inexcusable. There's so many better events they could've done (I think the soviet moon landing one is good).

Martijn's picture
Martijn
Activity Score 1888

I agree on this one. They have a good 'big idea' and they don't need to ad that shock factor.

Guest's picture
Guest

Would you mind explaining to me what the "Big Idea" is. Anticipating completely unexpected events? Is that the idea. What does this company do? Are they a risk mitigation service? Do they help companies plan for the unexpected? What would consumer's hope to understand from this advertisement other than the fact that the company has a bit of a twisted sense of humor about horrific events.

Martijn's picture
Martijn
Activity Score 1888

It's a French news magazine with articles from around the world. They target French speaking people so it's not really important for them what American think about it. I understand that, as a person, you might be offended, but as an advertiser you have to recognize that there is a nice, campaignable, idea.

They picket 3 big events in the last 50 years and they where all American related. Shows how important your country is.

Guest's picture
Guest

The statement is precisely thaht **good** information makes no event is "unexpected".

And basically, in France, a lot of people thinks the tragedy of 9-11 (as a real terrorist act) is a resultant of a preexistant political situation.

This ad don't aim at american public, which have a huge part which seems to think different (or to have not the same informations).

(Pardon my english.)

Guest's picture
Guest

Guest, this idea is not good. It is cliche.

atb2005's picture
atb2005
Activity Score 13557

@guest

I, as an American, am getting pissed for one more reason.. What they are trying to say with this particular image is that the Twin Towers should not have been that tall.. and that would have prevented the attacks?? Bollocks. And yes, reminding people (Americans) of that extremely painful event is very insensitive... especially when you make a downright silly proposition which only serves to trivialize a very serious matter (as if the architects knew one day planes would fly into the towers).

Guest's picture
Guest

The terrorist hit the Pentagon and that building isn't high. Totally offensive.

Guest's picture
Guest

this is not cool

Guest's picture
Guest

this makes ZERO sense.

Guest's picture
Guest

In poor taste...could have found other images to get the point across....totally expected from the french....

Guest's picture
Guest

This whole campaign is just completely offensive (minus the soviet flag ad). And again, why bring up the tragedies in America's past for an international magazine. These images will only cause pain. How can you not take into account the emotions of anyone who is connected to either of these horrible events when moving forward with an ad. How insensitive do you have to be to even suggest that through the possible anticipation of the builders, the twin towers may have been saved. It is rude and offensive and, to be honest, so so lowbrow.

www.markyb.tumblr.com

Guest's picture
Guest

This is pathetic. On so many levels.

Guest's picture
Guest

Absolutely awful. Soviet moon landing = clever. This is just terrible.

Guest's picture
Guest

I'm American, and while there's plenty to get pissed about around here, this is just another ad attempting to garner press with shock value. It's got borrowed interest, dated topical reference and over-promise. The trifecta of mediocrity.

Guest's picture
Guest

To one up this they need to have holocaust Jewish prisoners holding a few uncooked baked goods in a Nazi encampment.

"Learn to Anticipate"

Guest's picture
Guest

What an ignorant ad.

sloppy4's picture
sloppy4
Activity Score 1494

hey france, shouldnt you be on strike?

Guest's picture
Guest

What I get from this photo is that it's being insinuated that the airplanes accidentally crashed into the towers. Are we ignoring the technicality that the events of 9/11 were deliberate? I don't see how reading a magazine would have saved those lives. I'm pretty sure whatever's in their ink wouldn't change their minds or prepared us for something so big.

Guest's picture
Guest

Absolutely Brilliant!

Guest's picture
Guest

HAHAHA! it's ads like this which make people bend over the table to do retarded online shit!

Guest's picture
Guest

2,996 people, each of which had a family and friends, died here. Died suddenly, and without reason or fault of their own. So yes, I am highly offended. Not so much as an American as I am as a person.

Guest's picture
Guest

This ad is incredibly offensive and downright disgusting.

Guest's picture
Guest

Not surprised. Tastelessness and anti-Americanism sells big in paranoid, irrelevant Europe.

Guest's picture
Guest

Why do all of their adverts have an American slant? Moon, Kennedy, 9/11? Hmm seems a bit f-ed up that they would focus all of their advertising mojo towards Americans being able to predict tragedies or not accomplishing historic feats. How about one where the Maginot Line actually works? Learn to anticipate this.

Guest's picture
Guest

the death of thousands and heartbreak of many thousands: what could POSSIBLY be wrong with making a buck off THAT?

Guest's picture
Guest

Look at the two planes crossing the sky, and how the towers are much shorter than in normal photographs (IIRC). Therefore, it's saying 'read the Courrier, and you'll know when to magically remove a few floors from your buildings so that planes fly right over them.'

This is stupid on a downright surreal level. Is this part of a series? Maybe show New Orleans under a glass bubble, or a Rwandan village protected by military-trained Pokemon. What other disasters and horrors could be prevented with some foresight and impossible solutions?

So, would it be fair to depict Paris with an impenetrable wall around it in order to prevent Nazis from occupying the City circa 1940?

Advertisement