Essentiale: Girl

Don't bring last night home with you.
Your liver will thank you in the morning.

Advertising Agency: Saatchi & Saatchi, Johannesburg, South Africa
Creative Director: Adam Wittert
Art Directors: Marais Janse Van Rensburg, Keshia Meyerson
Copywriter: Kiran Reddy
Photographer: Michael Meyersfeld
Published: March 2010

14 comments

atb2005's picture
atb2005
13567 pencils

The idea - from what I understand - is to not continue drinking once you get home. I had to google Essentiale to figure it out. Essentiale is a medication that protects against liver damage from (excessive) alcohol consumption. I don't think, however, that the whole binge drinking or excessive alcohol consumption is well illustrated or alluded to in these images. For instance, can you really tell that the girl riding the mechanical bull is drunk? She may or may not be. I would have put, say, a beer bottle in one of her hands. Again, great concept, but not well executed.

Reality Check's picture
Reality Check
1799 pencils

@ atb2005,

You wrote, "I don't think, however, that the whole binge drinking or excessive alcohol consumption is well illustrated or alluded to in these images. For instance, can you really tell that the girl riding the mechanical bull is drunk?"

From what I understand, atb2005, the woman riding the mechanical bull, along with the waitress, symbolizes the woman in bed's night out, hence why she looks a bit haggard and hence why the headline is written "Don't bring last night home with you." The "guests" in her bedroom represent last night, therefore, it is not they who should look drunk, but the woman in bed, and that is communicated quite clearly in this campaign.

atb2005's picture
atb2005
13567 pencils

Thanks for your response, but I am afraid you got it wrong.

You said: The "guests" in her bedroom represent last night, therefore, it is not they who should look drunk, but the woman in bed, and that is communicated quite clearly.

If they represent "last night", then why should they NOT be drunk? And why would they be in the picture in the first place? What you said doesn't make sense. Think about it.

They do represent "last night", and what Saatchi tried to communicated via this image - again, not very effectively - is that last night was a night of partying AND (heavy) drinking. So now the copy. "Don't bring last night home" makes sense.

Dzsoi's picture
Dzsoi
5626 pencils

I really don't understand your problem. Those characters and objects surrounding him/her in these ads are typical for places where people drink (not you obviously, but other people). It is not neccessary everybody to be drunk on the picture to get the idea through. Moreover a waitress is rarely drunk at work. Think about it. For me, Reality Check's explanation made perfect sense.

atb2005's picture
atb2005
13567 pencils

Well, I'm sorry I don't know how else to explain it. The problem with most people is that they don't judge ads in the context of what's being advertised; I said several times that this is a medication that protects against liver damage caused by ALCOHOL consumption. So yeah, the ad should clearly demonstrate that there's been some alcohol consumption, and I still believe that that's not visually well communicated.
Besides, you - like the other user - are contradicting yourself. First, you say "those characters are typical for places where people drink" and then you say "it's not necessary for everybody to be drunk in the picture".

I didn't suggest that the waitress should be drunk. She's holding drinks, right? So that's some very small subtle reference to drinking. Waitresses serve drinks at restaurants, bars, etc.

Again, I believe the concept is not communicated very well. I didn't say it was a total failure.

If you still don't get my point, check out the other ad in this campaign (the guys singing karaoke).

Dzsoi's picture
Dzsoi
5626 pencils

If you say the lady on the bull looks too decent and moderate, I tend to agree.

atb2005's picture
atb2005
13567 pencils

Yes, thank you! :-)

Shawali's picture
Shawali
8404 pencils

cool copy, bad art.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Adaddicted's picture
Adaddicted
3435 pencils

feel even better after reading experts' comments!

withalltherespects

dreadboy's picture
dreadboy
413 pencils

This one I can totally relate to, but it still has a less than decent copy and art. That`s just my 2 cents

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sloppy4's picture
sloppy4
1496 pencils

last night looks great. why wouldn't i want to bring it home? hell, i'd bring it around to show all my friends.

silvi's picture
silvi
4172 pencils

bad copy

dude1014's picture
dude1014
9 pencils

What is been advertised is Essentiale - a liver tonic that protects against having a hangover - in essence it negates the morning after the night before. If you don't take Essentiale you literally wake up with last night in your bedroom. Its a fresh way of showing the hangover experience, more importantly it made me laugh and take a second look.

dude1014's picture
dude1014
9 pencils

What is been advertised is Essentiale - a liver tonic that protects against having a hangover - in essence it negates the morning after the night before. If you don't take Essentiale you literally wake up with last night in your bedroom. Its a fresh way of showing the hangover experience, more importantly it made me laugh and take a second look.

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