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Exercise

Published/Aired: 
May 2007
4570

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Description: 

And suddenly you start seeing the world more clearly.
noticias.terra.com.br
Read and understand what makes things happen.

Advertising Agency: DM9, Brazil
Creative Director: Felipe Cama
Art Director: Rodrigo Burdman
Copywriter: Alexandre Abu
Photographer: Gettyimages/ Ricardo Rojas

Comments (45)

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Highest Rated

drunk dave's picture
drunk dave
Activity Score 1066

I thought they joined they army because they were poor uneducated and disadvantaged? Except for the guys in charge, who never even see combat. The Professionals.

Slim is right on this one. It's about who controls the army though... which is the government that therefore pulls the strings.

washiam's picture
washiam
Activity Score 443

Muppet?

puppiepoppy's picture
puppiepoppy
Activity Score 1634

Or maybe it's String Muppets of a stupid retarded child name Bush?

washiam's picture
washiam
Activity Score 443

I think u r right,man

puppiepoppy's picture
puppiepoppy
Activity Score 1634

Is all this happening from the play of GOD upstairs? That's my understanding from the visual of strings in the ad. But what has that got to do with a TV news channel?

Confusing.

Beatboxer's picture
Beatboxer
Activity Score 1517

'Read and understand what makes things happen'. Literally. Not confusing to me.

Master ---> Puppet / Cause ---> Consequence

andrej dwin's picture
andrej dwin
Activity Score 937

is it puppets when the strings are hanging loose?
as far as I remember, in order to steer a puppet, the strings have to be tightly pulled...

that is confusing me here. I'm not sure if it should be puppets or they have cables connecting them with the TV channel (but then again, why are there many cables on each soldier/tank?)

AdArena: Sex Sells
http://www.adarena.net

What the Hell's picture
What the Hell
Activity Score 114

despite of a nice photo, whatever the idea means, its already been done.
sorry.

djspiralz's picture
djspiralz
Activity Score 491

really nice! congrats

i would make the copy simpler, but its really good overall

Punch's picture
Punch
Activity Score 612

CONFUSO. A mi me interesa saber quién controla las acciones. Los avisos no me dicen quién, sino redundan en lo que ya todos sabemos alrededor del mundo.

"Aquí también se opina en español y em português".

"no silencies lo que no sabes expresar".

copycomoelcopi's picture
copycomoelcopi
Activity Score 822

good and smart campaign. you understand terra reports tells you who's pulling the strings… don't need anything else.

y punch, de verdad, estos avisos hacen una declaración importante para un medio de información. el rol de su publicidad es dejar en claro cuál es su línea editorial, no es contar el resultado de sus investigaciones. un abrazo.

Mantufayo's picture
Mantufayo
Activity Score 580

Yo agree con el copy, es el tipo de cosas en que piensas: "Me hubiera encantado hacer esta campaña"

andrej dwin's picture
andrej dwin
Activity Score 937

does it really?
if anything, it tells me there are strings attached. but not the important thing WHO is the master.

also, see my point above. it's not clear to me what this is supposed to tell me.

AdArena: Sex Sells
http://www.adarena.net

joelapompe's picture
joelapompe
Activity Score 3845

the "puppet" thing on real people has already been done!

bknowlden's picture
bknowlden
Activity Score 3647

This is cool, I like it a lot. More or less a pun, but still nice.

Disco Munky's picture
Disco Munky
Activity Score 3890

Is this about 'who's pulling the strings'?

It's pretty cool.

Doin' it for the points

slim's picture
slim
Activity Score 1047

Very good! Give yourself a special Gold Star for a special boy!

Disco Munky's picture
Disco Munky
Activity Score 3890

Lame dude......really lame.

Doin' it for the points

slim's picture
slim
Activity Score 1047

Is it that different from 'Seems baby needs to go for a nap'?

Disco Munky's picture
Disco Munky
Activity Score 3890

Yes.

The words used are different.

Reading. It'll change your life.

Doin' it for the points

slim's picture
slim
Activity Score 1047

See, it's possible that different words can have a shared meaning.

An education could change yours. Get you out of that shitty drawing gig, for a start.

Disco Munky's picture
Disco Munky
Activity Score 3890

That makes no sense.

An education could change my what? life?

So does that mean that so long as I go back to school and get my 11+ I can keep on colouring in?

Awesome.

Thanks for the heads up wee-man.

You are soooooooo lame it's stopped being funny after the whole "tenuous link between my brain and spinal column reply". Although I laughed so hard when I read that, that I almost fell out of my chair. Seriously. i showed people the comment, and although they didn't laugh as much as I did, you know what they said?

"Who is this guy?"

That was even funnier. Because I know.

Doin' it for the points

slim's picture
slim
Activity Score 1047

You put so much thought and time and love into your replies. It's quite touching, albeit pointless.

Disco Munky's picture
Disco Munky
Activity Score 3890

You could just not reply. Ever think of that?

You started this I should add. You took offence to some off hand comment I made that wasn't even directed at you and just kept going and going.

Ok I'll come clean. Every time you come back with a lame insult, I put a mark on a bit of paper we keep to say that I wasted 5 of your presious minutes.

I've got a day of your life by now and all you have to show for it is an online argument that makes us both look like shut-ins trying to rule the internet.

I love you man.

Doin' it for the points

slim's picture
slim
Activity Score 1047

I started it? After you described a (great) PS2 ad as "blowing a hole out of your butt" and the guys at TBWA Paris as "douch bags", I came to it's defence. You made it personal. You lowered the level of debate to infantile back and forths. I regret that I didn't walk away sooner, but I will now. I assume you'll have the last comment, as it makes you feel vaguely important.

Best wishes.

Disco Munky's picture
Disco Munky
Activity Score 3890

$5 says you read this.

Doin' it for the points

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

Those parachutes, they sure take FOREVER to fall to the ground...

puppiepoppy's picture
puppiepoppy
Activity Score 1634

Hahahaaa....damn those parachutes!

puppiepoppy's picture
puppiepoppy
Activity Score 1634

Hahahaaa....damn those parachutes!

MarceloG's picture
MarceloG
Activity Score 820

You made me laugh, Jet! I can't disagree... Hahaha
______________
In God I trust

Solink's picture
Solink
Activity Score 8

Sencilla y directa.
Comunica bien.

postman's picture
postman
Activity Score 951

This one works much better than the Africa one. You are more common to the metaphor of "pulling the strings" in the context of war than in the context of famine.

hang-the-dj's picture
hang-the-dj
Activity Score 1262

This would be right under that Lotto ad in the cliche dictionary as example B.

theassailante's picture
theassailante
Activity Score 234

master of puppets pulling your strings.

puppiepoppy's picture
puppiepoppy
Activity Score 1634

Well, that's BUSH, the SOB.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
Activity Score 1148

man, i'm so tired of hearing people say that every ad in the universe has been done. If you so desire, you can find a parellel between any two ads. Just because some ad used people as puppets at some point in time, doesn't make this ad "done" - unless it had people as puppets sitting in the desert with the message "Read and understand what makes things happen." Then you'd have a point.

Lots of ads use animals too, so I guess that's out. And don't even get me started on using music in ads - that is sooooooo done.

Or ads that use magazines as their medium - man, talk about played out.

Or how about that ad that used that attractive person to sell that product!? remember that one? Well I just saw an ad on TV last night that also used an attractive person!! Can you believe that shit? blatant ripoff.

pixelbomb1's picture
pixelbomb1
Activity Score 2555

IT'S CALLED FREE WILL LADIES AND GENTLEMEN. THESE PEOPLE JOINED THE MILITARY ON THIER OWN FREE WILL. IF THERE IS NO ORDER THERE IS ANARCHY. NO CONTROL=ANARCHY.

I like the ad tho.. from designers point of view. It should been pixelated camouflage.

Sincerely,
Arnold Santillan
714-206-2459

Disco Munky's picture
Disco Munky
Activity Score 3890

They join out of free will, but go where they're told. So it not that far removed from the truth.

Doin' it for the points

pixelbomb1's picture
pixelbomb1
Activity Score 2555

it's called orders. your parents if they tell you to do something you dont't do it?. btw i see you're from afghan. ask a soldier when you see one and tell them hello for me. o.k.

Sincerely,
Arnold Santillan
714-206-2459

Disco Munky's picture
Disco Munky
Activity Score 3890

What?

We're still talking about the ad right?

I just said that since the soldiers don't have any say in decisions made about their deployment, this ad is a good way of representing that.

The term "pulling the string" in this context is not necessarily a bad one but just an interpretation of the truth.

Why would I speak to one of your troops anyway? I'm not from 'afghan', as you put it. Read my "bio" again, see if you can't pick up the clues as to who the mystery ad man is.

It'll "blow" your mind.

Doin' it for the points

Disco Munky's picture
Disco Munky
Activity Score 3890

Listen I don't want to get into a War debate ok, so can we just talk about the ad.

Cheers

Doin' it for the points

pixelbomb1's picture
pixelbomb1
Activity Score 2555

you're the guy in the bushes.

Sincerely,
Arnold Santillan
714-206-2459

Disco Munky's picture
Disco Munky
Activity Score 3890

And you're the guy on the meadow.......?

Doin' it for the points

pixelbomb1's picture
pixelbomb1
Activity Score 2555

no. I am the guy behind you. i'm a shadow. lemme guess you're an ex- military?

Sincerely,
Arnold Santillan
714-206-2459

drunk dave's picture
drunk dave
Activity Score 1066

I thought they joined they army because they were poor uneducated and disadvantaged? Except for the guys in charge, who never even see combat. The Professionals.

Slim is right on this one. It's about who controls the army though... which is the government that therefore pulls the strings.

Disco Munky's picture
Disco Munky
Activity Score 3890

ex-military?

I think you've got me confused with someone else.

Doin' it for the points

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