Now, the first thing he looks at won't be your sweater kittens.
Advertising Agency: Lindsay, Stone & Briggs, USA
Art Director / Associate Creative Director: Matt Johanning
Copywriter / Associate Creative Director: Lee Schmidt
Photographer: Parish Kohanim
Published: April 2011
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6 Comments
No, they will looking at those stupid glasses.
You google esotica and the first thing that comes up is a site called ESOTIKA EROTICA PSYCHOTICA, which I, out of curiosity, decided to check out. :)
Campaign is terrible on so many levels. It's actually embarrassing. For a product (or design) as unique as this one, the art direction is pretty pedestrian. Don't get me started on the copy (kittens = boobies). These are some weird looking glasses, btw. Good luck, selling them.
Cool product. These glasses aren't for everybody. But that's the point. You have to be a little daring to wear them. Nice, simple art direction that puts the product front and center. The faces--and the glasses--are very compelling.
...which is why these ads are getting such rave reviews and high ratings.
My dear "checking_the_gate", don't try to sell us this ads like if we would've never seen advertising before. If you say that the point is that these glasses aren't for everybody, then why you're not making THAT point in your ads? If the glasses should cause a big impact in my personal image, why the ads are not making any impact at all? And, please, don't even start with the lame argument that it's causing an impact in this web page because we're destroying it... What causes an impact on us is that your ad (or some very good friend of yours ad) made it into this page! It's really a shame.
I just see a very poor photography with a very bad selection of models. If you want to prove the people that they won't look silly with those glasses, then put people who don't look silly with them! If you say that these glasses are not for everybody, then why are you putting people that look so average, so normal, so... everybody! There's no style at all in the art direction. It's killing the glasses (if they are not dead already). This is a different product. Show me how to use it. That's the first big fail of this campaign, for me.
Another big fail: the copies. If you have a product as edgy as this one, then you should do something edgy also. Such a soft selection of phrases with a cliché double meaning doesn't make the magic. And, if you check a bit further, you can notice that there is no strategy behind at all. Hire a planner for next time.
Now, to do a bad ad, well, it happens to everyone. That's not the main problem here. The main problem is to see you trying to sell it to us, like if we were total amateurs. That's what, particularly, makes me angry. I've seen bad creatives talking in that same language to naive clients just to take their money away... Well, I think now we know how the ad was sold. And how naive the client is.
Very well said.
These ads should be called sADS.