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47 comments

Carlos Garcia's picture
Carlos Garcia
846 pencils

Why a card? What's the point?

CG

Guest's picture
Guest

apparently the cards are the only thing that can be reflective

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Guest

Why is the card symbol in the other side?

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Guest

Worst campaign I've seen this year. Congrats!

atb2005's picture
atb2005
13567 pencils

@Carlos

Have you not seen a playing card?

I like the campaign. It's refreshingly different and it also made me smile. I think they should create actual branded cards; that would be awesome!

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Guest

AS SEEN ON FFFFOUND!!!

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Guest

Everything is perfectly reflected. Except, you know, the most obvious thing; the massive diamond that's hovering over her shoulder for reasons unknown.

Hiperion's picture
Hiperion
3138 pencils

smile? come on, atb2005...
boring concept and great art.

Billoughsby's picture
Billoughsby
5091 pencils

Handsome as hell.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

picopalqlea's picture
picopalqlea
999 pencils

the connection between the card and the reflection is to long and hard to get. but the art looks great.

atb2005's picture
atb2005
13567 pencils

I don't think it's hard to get all. Shiny surfaces are reflective.

Matt Tonkin's picture
Matt Tonkin
168 pencils

looks good but so flawed. Why the card symbols, and they would reflect directly below anyway so makes no sense.

Guest's picture
Guest

I don't see any conection. The copy should say something like "The Queen of shiny surfaces".

miko1aj's picture
miko1aj
3097 pencils

Good campaign Martin. Great illustration. Although I miss little bit explanation "why cards?". This could be linked well with a claim. I write about this because this print is obviously festivalish. I think it misses chance without this better linkage.

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Guest

sorry, who are you?

miko1aj's picture
miko1aj
3097 pencils

I'm not a guest baby.

Guest's picture
Guest

I agree. Festival'ish. Fake, in other words.

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Guest

Algo como ¨tu mejor jugada para superficies brillantes.¨podría ayudar

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Guest

"The Queen of shiny surfaces"

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Guest

Featured in our next issue!

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Guest

This is great!!!!

Marlus Lau's picture
Marlus Lau
1806 pencils

Very good!

silvi's picture
silvi
4172 pencils

DIfferent aproach. Clever.

tirthomitro's picture
tirthomitro
2722 pencils

hey man... awesome ad. too fuckin' good!
wish i had done it...

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture
Guest

Lovely

paumarques's picture
paumarques
1314 pencils

doncs a mi em sembla un visió molt fresca i novedosa en un camp tant difícil com és el dels productes de neteja. Felicitats per la campanya!

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Guest's picture
Guest

The diamond is not reflected, why?

Dzsoi's picture
Dzsoi
5269 pencils

This is good and an instant get if you have ever seen playing cards.
And I do agree with miko1aj - a better headline that connects cards with product would make it even better.
I would go in a direction 'Ace of glaze' or 'Ace for glaze' or something like that (Queen would work only with female visuals).

John van de Vorstenbosch's picture
John van de Vor...
216 pencils

Copy shouldn't repair a non existent link. Cards have nothing to do with reflection. Bad concept, nice art. imho.

Guest's picture
Guest

Is a copy of a ffffound archive of last week...
horrible!!

hurry to copy!

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Guest

I like it. Clear and clever.

Elmārs Ārnieks's picture
Elmārs Ārnieks
840 pencils

very interesting approach. i like it

Life is a joke. Laugh.

Billoughsby's picture
Billoughsby
5091 pencils

I think it's funny to watch the struggle -- with the pip reflection not being "realistic"; "why cards", etc. -- that this series is causing. Not for the first time, and certainly not the last, creatives are acting precisely like clients.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

Being artistic (creative) for its own sake is not we do in this industry. If you want to be an artist and have the freedom and artistic license that goes along with it, then go be a painter or something. Everything we do in advertising (both visual and written) must have a specific purpose. That's not acting like a client. That's being a good creative. There's no room for "artistic interpretation," vagueness or abstract/irrational ideas when you're GOAL is to communicate a specific message to someone. We want our audience to understand and comprehend what we're trying to say. If the message is so convoluted and abstract that people can't "get" it, then the author has failed.

Billoughsby's picture
Billoughsby
5091 pencils

I didn't create this campaign, I have no "in", no nepotistic interest, and I get it and like it. What I don't get is the sweat that's going into trying to make the most mundane sort of linear sense of this. I think the linear sense is basically there and people are making these harder to "get" than they are. That's all I'm talking about.

If all we are expected to do is deliver consumers, I think this set is a success at that level, depending on placement, of course. It's cool, it's pretty and it's a little quirky. -- All you could ask for in a campaign that doesn't have a shitload of information to relate, but one single point.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

Well said! I don't think I can add anything to that. I too am amazed that so many people seem to have a hard time grasping this campaign, resorting to using words such as "convoluted", too "abstract". Seriously?! Like you said, it's just a fun creative as well as quirky way to promote the brand. The person who commented before you should realize that people these days are inundated with tons of visual information. That's why it is important that advertisers create ads that STAND OUT or capture people's immediate attention. I don't know about you guys, but this campaign immediately caught my attention! I still think that it's wonderful.

Chuck Hannok's picture
Chuck Hannok
6 pencils

But would you buy it then? Would you ditch your preferred brand because it captures your attention then? The point of advertising is not about capturing attention. It's about drawing attention to the uniqueness of the product so that the consumer will BUY it. From the short 2 seconds I spent looking at this pretty ad, I still can't figure out what it is trying to tell me so that i will BUY the product it is advertising. So how's it working for you?

Guest's picture
Guest

The need to be relevant is something that should link clients with creatives Biloughsby. This ad is not relevant to anything.
And indeed exactly the same idea (which was relevant to shiny surfaces in the home ie. It showed them!) won an award in this ads' home country
THIS year. I'm surprised this made it past the Creative Directors desk.
Fully agree with the comments about the copy. It's dismal...

Billoughsby's picture
Billoughsby
5091 pencils

How is centering a campaign for a product that cleans shiny surfaces on the physical phenomenon of reflection an example of irrelevance? There, we have a major disagreement, my friend.

Some may not like the styling. Some may find it a little cold or abstract, not visceral enough. That's fine. But the idea and execution are on-target and relevant, unless this is the first time use of a new meaning for the word "relevant".

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Dzsoi's picture
Dzsoi
5269 pencils

Well said. Shiny surfaces is a (relevant) promise every competitor makes. Creatives' job is to find a fresh & interesting way to say it one more time. And hell they did.

Pheneampkn-what it's about's picture
Pheneampkn-what...
2 pencils

I like it! BUT, the diamond is completely off in the reflection! It's distracting!

phe

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Guest

Is a copy of a ffffound archive of last week...
horrible!!

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Guest

the work is sample concept i like

munya's picture
munya
6 pencils

like the idea but the way the copy is laid out is not "reflecting" well with me....a bit messy

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Guest

in my opinion its showing how clean the surface is. so clean that you can see a clear reflection on it. and for the diamond, to me, i interpret it as i guess a -sparkle- no? just my interpretation of this image. i like it.

Guest's picture
Guest

I got it instantly. It's brilliant. As far as the diamond goes, the diamond had to be off for it to look like a playing card. Otherwise, the viewer would question it more and might not get it. Sometimes *rules* are ok to break to make an ad more effective. In this case the decision to reverse the image brought functionality to the design.

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Guest

Very Nice idea

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