Dentsu America: Pencil

The ad was used to congratulate One Show winners and celebrate the creative work ethic and the fruits of its labor.

Advertising Agency Dentsu America New York, USA
Creative Director: Mike Wilson, Paul Laffy, Bruno Corbo
Art Director: Antonio Bonifacio
Copywriter: Chris Soskin
Photographer: Mark Laita
Published: 2008


Bundy Agency's picture
Bundy Agency
597 pencils

haha, good.

but why not have a line or something indicating that it was for one show

thirty6chambers's picture
1464 pencils


Derek Mullings's picture
Derek Mullings
32 pencils

Do 'awards' ads always have to have a pencil?

XTG's picture
1355 pencils

not always, but since the one show awards are pencils...

funky_frogii's picture
2538 pencils

please someone explain?

love anything creative

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Alistair C.'s picture
Alistair C.
692 pencils

the pencil is colored in bronze, silver and gold and i suppose it;s somewhat connected to the percent of prizes in those categories.

i like to think that you have to try harder to get a gold than a silver and, therefore, use the pencil more.

good stuff!

funky_frogii's picture
2538 pencils

got it..........thank you........

love anything creative

Infected by a virus called CREATIVE | "And ya I Love Everything" |

Jimmie's picture
127 pencils

I'm stupid, I don't get it. Ah ok, I got it, I don't like it.

capywriter's picture
5511 pencils

The colors are not really convincing, I just see orange, white and yellow. No wonder I didn't get it... Maybe the top of the pencil (the wood, not the carbon) should have been bronze too, to give it a more solid metal look...?

Enas's picture
741 pencils

this is not bronze,this is not silver and this is not gold...this is a woody pencil ends with cigarette ..Im sorry

Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

monotone's picture
301 pencils

Nicely done! Took me a while to understand but very nice.

DOGSOLDIER46's picture
35 pencils

It doesn't say anything about "congratulations" or what the "contest" is, was or about. Like Forest Gump said, "Sometimes... simple just means SiMpLe!" Go back to the drawing board. Waste of advertising space and dollars. You tried too hardIf you are the only one that sells the idea then the idea itself is lost. I'd hate to know what they are really teaching in these so-called "ART INSTITUTES" that passes for a class. this is one instance where the child was left behind!

dasgoodads's picture
101 pencils

A bit too confusing for my liking. Seems like most people (myself included) wouldn't have gotten this without an explanation.

annie_us's picture
90 pencils

I'm agree with " Alistair Craven"

raymondus's picture
23 pencils

yeah...i understand... after 10 times looking this ad ^^
thanks to Alistair Craven..
yeah... if we want to get gold award, we must work harder.. use that pencil into the gold color ^^...

joy jordish's picture
joy jordish

dentsu loves award very much, and the client money, such a selfish fag

Guest's picture

It took 3 CD's to do this ad ?

And....what was the contribution of the writer?

Sure this isn't a Polish joke?

Guest's picture

dentsu's doing good work!!
Maybe Chris Soskin, Mike Wilson Arun Nemali doing well

Guest's picture

dentsu's doing good work!!
Maybe Chris Soskin, Mike Wilson Arun Nemali doing well

gon_enelcamino's picture
838 pencils

good one!

Guest's picture

This concept was showed by Leo Burnett about 2 years ago... well... it's useful... jejeje

jackcoooper's picture
93 pencils


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