Gain Detergent: Subway

It smells that good.

Advertising Agency: Leo Burnett Toronto, Canada
Chief Creative Officer: Judy John
Creative Directors: Israel Diaz
Art Directors: Israel Diaz
Copywriter: Steve Persico
Designer: Natalia Grosner
Photographer: Mark Zibert
Art Buyer: Heather Morton
Published: March 2009

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30 comments

Guest's picture
Guest

could anybody explain me this campaign?

Guest's picture
Guest

every print ad on this website is the same, twisted visual with a basic line of straight copy and a logo in the bottom right hand corner

Guest's picture
Guest

Haven't you heard?

Copy is dead.

Prof's picture
Prof
1453 pencils

firstly, you're an idiot.

second, it's called 2009. advertising evolves.

now go chew on catnip.

Quite really.

Guest's picture
Guest

Prof...you are a rude and arrogant bastard, go fuck yourself

partially_impartial's picture
partially_impartial
91 pencils

you're right....let's make everything as busy and complicated as possible...that's better.

Jon-Paul Mountford's picture
Jon-Paul Mountford
889 pencils

Nicw photography very clean.......but plain creepy!

Brainsugar's picture
Brainsugar
1586 pencils

Sorry but I really don't get those ads...
What the girl does behind guys? She smells them and find that they smell good?
Does it smell o good in the airport etc... that the guys don't feel the girl?

...
Sorry, i really don't get it... :-(

Guest's picture
Guest

es un detergente para que te apoyen?!

Guest's picture
Guest

it smells so good that the entire station ran away but the spirit behind him

Guest's picture
Guest

not much of an idea. very first thought.

Guest's picture
Guest

???? didnt get it

Blinvers's picture
Blinvers
81 pencils

Nice photo. Only.

theoldman_son's picture
theoldman_son
319 pencils

Confusing, very confusing. Nice photo though.

Guest's picture
Guest

I think that smells bad. That's why there's nobody there.

Guest's picture
Guest

I think what's depicted here is a person very close to another person enjoying the nice smell.

superonesunday's picture
superonesunday
28 pencils

i don't get "smells that good"
change it

ginu's picture
ginu
140 pencils

the girl smells the guy or it smells like a girl??????????? confusing........... where the hell others gone????

Guest's picture
Guest

Hadn't AXE done a similar TVC??

Guest's picture
Guest

Yup done before....but as a TVC for AXE. Check it out: http://www.youtube.com/watch?v=eUTf-FRtC1Y

Guest's picture
Guest

I think it's saying the detergent smells so good that other people will want to get up close and sniff you. The space around just accentuates that they could be standing in many other places if they wanted to.

Guest's picture
Guest

this is so midnight meat train...

capywriter's picture
capywriter
5511 pencils

at first I thought the guy had a pony tail attached...
It's ok.

Brainsugar's picture
Brainsugar
1586 pencils

Ok. So nobody understand this ad. Cool. ;-)

Guest's picture
Guest

advertising should not evolve into this, I mean the target for this deterget are advertising smucks???? C'mon. I think advertising should take another direction. I'ts my opinion.

Guest's picture
Guest

A little too Febreeze-y for me-zy.

proverbialthought's picture
proverbialthought
278 pencils

First I thought the scent was so good it cleaned out a messy subway. Then I thought the scent was so bad that it ran all of the other people out of the subway. Then I realized there was another person behind him and thought, "Oh, okay. That's been done amillion times." It's okay if your target audiences are preteens and have not seen this done a million times before.

Guest's picture
Guest

It smells that fake.

Guest's picture
Guest

No sense ... but nice photo...

Guest's picture
Guest

I'd like to see a campaing like this on a emerging market... highly confusing

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