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Penguin

Agency: 
Published/Aired: 
March 2010
Description: 

Print advertisment created by McCann, Argentina for Fundación Par, within the category: Public Interest, NGO.

People with disabilities are not so hot in the news as Penguins,
but they also need your help.
Fundación Par. Equal ability, equal opportunity.

Advertising Agency: Mccann Erickson Argentina
Chief Creative Director: Sebastián Castañeda
Creative Director: Pancho Esposito
Art Director: Nacho Coste
Copywriter: Pancho Esposito
Account Manager: Victoria Ortelli
Illustrator: Hernán Sanchez
Photographer: Julieta García Vazquez
Technical Artist: Leandro Sivori
Additional credits: Cosme Argerich (Rancho Producciones)

Comments (23)

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R U serious's picture
R U serious
Activity Score 416

Putting a blind man in this ridiculous suit doesn't make any hotter.

Say my name, say my name...

royschellekens's picture
royschellekens
Activity Score 390

This probably is the first time he is happy not knowing what he looks like ;-)

(sorry)

http://twitter.com/royschellekens

Hate advertising? Make better ads.

bknowlden's picture
bknowlden
Activity Score 3647

Lovely ad, although the copy isn't as pretty as it could be.

atb2005's picture
atb2005
Activity Score 13557

Interesting approach.

Adaddicted's picture
Adaddicted
Activity Score 3435

shortest comment so far ; )

withalltherespects

atb2005's picture
atb2005
Activity Score 13557

LOL

Per your request (?), I am going to say more.

Why the funny costume? To show that a person with disabilities has to be somehow transformed into an animal in order to get some attention. So they used a costume. This is not intended to be funny, and I personally don't find it funny. It's quite ironic actually.

I think the copy is ok; don't see how it cheapens the campaign. Hot in the news means just getting plenty of media attention. There's nothing wrong with the word "hot" here.

I think someone mentioned something about typography. The font used for people is a little too fancy or cutsie. Agreed.

I said it was an interesting approach because most campaigns, that deal with this subject, seem to be identical in terms of art execution. Maybe in Argentina, animals do get a lot of attention. I can't tell. I've never even been to Argentina.

art.vs.commerce's picture
art.vs.commerce
Activity Score 566

Don't write an ad in english if you can't. It cheapens your idea. Nice idea. bad english.

Hiperion's picture
Hiperion
Activity Score 3138

It´s necessary the suit??
cheap way of looking for laugh

tirthomitro's picture
tirthomitro
Activity Score 2758

why the "disguise"???

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

whatthefudge's picture
whatthefudge
Activity Score 1266

Hmm, like the approach, but the copy is far from good and so is the typography.

Adaddicted's picture
Adaddicted
Activity Score 3435

not a fan of this one

withalltherespects

gon_enelcamino's picture
gon_enelcamino
Activity Score 838

el copy es muchiiiiiisimo mejor en castellano
el "empetrolado" es clave

aaaron's picture
aaaron
Activity Score 103

I like the approach! Good idea and execution...

dsklan's picture
dsklan
Activity Score 1926

like it!

xcreativity's picture
xcreativity
Activity Score 2374

like the approach!

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shitmonk's picture
shitmonk
Activity Score 465

tomorrow i will prolly forget about this half joking half serious, somehow confused idea and image. but i will never forget this one:
http://adsoftheworld.com/media/print/2010_vancouver_paralympic_games_s...

- this funny ad compares animals to disabled people, copy says they need attention too. so as the amazing not disabled people of the world we are complete arrogant bastards and we care bout penguins (or the media cares about penguins) more than disabled people. i see this ad like an insult to the disabled.
whereas
- the paraolympics one dares to show us -without lame humour- that everybody has some advantages and disadvantages, it's who you are what makes you, you are not your missing leg and by doing this they remind us that disabled are people like anyone of us, they are not some another kind that need our tender help, we must value them, not pity them.

atb2005's picture
atb2005
Activity Score 13557

You are right that the Paralympic campaign is superior; I'd even call it iconic. It's very similar, however, to Nike's "It's ok to stare" campaign, which, for some reason, is very hard to find on the web. And yes, this new campaign is probably a bit on the "light" side" (I still don't find it funny). But at least it's a different take on this subject. No one is implying that non disabled people are "complete arrogant bastards", but I've come across many stories of individuals donating millions of dollars to their favorite pets (I know they are talking about penguins here, not pets, but still). So the campaign is just a sad ironic commentary on reality. Finally, "help" doesn't have to mean "pity", "sympathy", etc. Help could also mean establishment of, say, different programs supporting the needs of people with disabilities.

polar's picture
polar
Activity Score 28

i'ts funny, the problem is that for people with disabilities could be offensive

gonndo's picture
gonndo
Activity Score 1094

you're part right...

maybe at the other cases but, with this one in particular..........

How a blind person could be offended by something that it just can be "seen"

Just Imagine the scene:

"Hey mate, there's a blind dude in a poster, wearing a penguin costume and the poster said that people with disabilities need as much help as penguins..."

"WHAT?????????!!!!!!!!!!!!

OH, BOY, AM I GONNA KICK SOME ADVERTISER'S ASS!!!!!!!!!!!!"

Maybe not...

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

angieraj's picture
angieraj
Activity Score 428

The copy is quite effective, turning attention from Penguins to people with disability is a nice approach.

I like how the Copy and the visual compliment itself so well.

Its not meant to be funny, its meant to draw attention which is why the costume is used int eh first place.

All in all nice one.

Cognito Ergo Sum

Ed Rapport's picture
Ed Rapport
Activity Score 724

yeah i am the same. why the disguise, think its a bit overkill. I give the copy about a 7. Read entirely too long.. the ad is kind of forced some.

smartbox's picture
smartbox
Activity Score 177

Good job! nice photo and idea!

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