Gel Semina: Friction free, 3

Advertising Agency: GNova, Sao Paulo, Brazil
Creative Directors: Carlos Castelo, Amaury Terçarolli
Art Director: Lisiane Kindlein
Copywriter: Armando Araújo
Post production: Adriano de Zagottis, Silvio Olivieri

Related videos by Shutterstock

13 comments

luispiter's picture
luispiter
2756 pencils

not understand

atb2005's picture
atb2005
13567 pencils

What's not to understand? Clothes are being strewn around; people are having sex. The agency says these images depict "free love" between people from opposite sides or people who've been in conflict. That may be so in the case of the military ad and even the apartment ad (sex between people from opposite sides of the street; maybe that's why the window is open). I'm not so sure about this "public bathroom" ad, however. Finally, I hate the logo; it's way too cheesy.

I prefer the 2008 campaign by EuroRSCG Brazil. View it here: http://www.coloribus.com/adsarchive/prints/semina-lubricant-gel-zucchi... It's hilarious!

Guest's picture
Guest

I don't think it is cheesy, but I believe it refers to the 70's. Maybe to reinforce the Piece & Love message of the campaign.

hadrianapolis's picture
hadrianapolis
733 pencils

Idea explained with a paragraf. That means it doesn't work. 'Cos story too long.

Guest's picture
Guest

That's not an idea, it's only a visual reference.

Guest's picture
Guest

70s or not 70s, cheesy or not cheesy, I think the happy and colorful signature made the discussion about a serious topic a little softer. This kind of joy is the the one the gay public uses to deal with so many other serious subjects. Look at the gay parades all around the world: political, polemical and happy.

Chori Arg's picture
Chori Arg
173 pencils

here i get ir. its what atb2005 says
here we can see an argentine and brasilian football t-shirt. and we can tell that there is a boy and a girl beacuse of the men's toilet and that thing cheerleaders use.
argentina and brazil are old rivals in soccer for those who didn't know

atb2005's picture
atb2005
13567 pencils

Thank you! Now, everything makes sense. This campaign was done after all for Brazil.

aRianna_.'s picture
aRianna_.
281 pencils

this version makes so much more sense than the military! This I can give some stars to.

Guest's picture
Guest

Actually that isn't a pom-pom, it's a type of foam hat fans of the Brazilian national squad sometimes wear. Much like the military ad, this image likely depicts two men having sex. Gel Semina (like many other condom companies) carries two separate lines of anti-friction condoms, one intended for heterosexual sex and another for homosexual sex.

Guest's picture
Guest

In my opinion it is irrelevant if it is a heterosexual or homosexual oriented ad campaign. In the end, even if the product is gay-related, both men and women use the same gel in their sex adventures :) . I believe the focus of the ad is the opposite sides getting together, not their sexual orientation.

Guest's picture
Guest

I think there's too much people trying to explain this campaign, for me it means it doesn't work.

Guest's picture
Guest

The probleam here is the translation. The original sentence of this ad in Portuguese says "Sem Atrito".
The word "sem" means "without".
But the word "atrito" has two meanings in Portuguese: friction; or, in a more figurative way, rivalry or misunderstanding.
So, in Portuguese this campaing works just fine. That's why it shows opposites getting together.

Post new comment

Thank you for commenting. Please do not spam, be elaborate, respectful and helpful.
Log in or register to post comments