Half A Thumbs-Up

Agency Network: 
December 2010

Print advertisment created by FoxP2, South Africa for First Ascent, within the category: Personal Accessories.

The world's top adventurers give our backpacks half a thumbs-up.
Introducing our range of performance-tested backpacks.
First Ascent

Advertising Agency: FoxP2, Cape Town, South Africa
Creative Directors: Justin Gomes, Andrew Whitehouse
Art Director: Ryan Barkhuizen
Copywriter: Simon Lotze
Photographer: Bryan Traylor
Additional credits: Locker14

Comments (18)

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Molecule's picture
Activity Score 435


apple pie's picture
apple pie
Activity Score 41

amazing photoshop

LeeHarvey's picture
Activity Score 3045

For a brief moment, seeing the thumbnail, I thought it was a Kitkat ad. Have a break...

copycopycopy's picture
Activity Score 148

haha... copywise very catchy!!

BrunoLima's picture
Activity Score 17

great photoshop!

luispiter's picture
Activity Score 2756

ok... nice

CuriousPencil's picture
Activity Score 4225

You're kidding, right? Joking about gangrene and mutilation to the audience you're expecting to buy your products? Pushing the product with a score of 5/10, which is what a half-thumbs up roughly means? With a really small hand that looks like it's been pasted in with a cat's arse?

I love being wrong on all these points. Looking forward to hearing the name of this thumbless wonder and the story of his small hand.

Boxey's picture
Activity Score 8881

I think the audience has a sense of humor and will appreciate this.

mdb1974's picture
Activity Score 411

We are the audience. This won't run.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Well, everyone down here in general admission likes it! ;)

The Jobless Writer
Will Think for Salary

CuriousPencil's picture
Activity Score 4225

Okay, I'm not one of the 'world's top adventurers' I guess. And while I do know who Ranulph Fiennes is, and that people lose their thumbs, I don't think it's a sign of success to finish an expedition with fewer phalanges than your ascent. I also don't think this anonymous testimonial sh*t washes for an instant - and I'm really doubtful that a client has the kind of "sense of humour" that involves this kind of insult to climbers, and it can only be an insult, I can't see how it isn't.

Slashweasel's picture
Activity Score 104

You've never heard of people like Ranulph Fiennes? People who go on expeditions to extreme places lose fingers, toes etc

kurtberengeiger's picture
Activity Score 7318

I think we should remove half of the tail from the lizard in the logo. Just to bring it all home. ;)

sintra's picture
Activity Score 699

missing something ......

majestic's picture
Activity Score 5


jbuckingham's picture
Activity Score 907

Spot on.

fueltank's picture
Activity Score 3
Slashweasel's picture
Activity Score 104

Or not