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
13 comments
not understand
www.barcreativo.com
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!
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.
Idea explained with a paragraf. That means it doesn't work. 'Cos story too long.
That's not an idea, it's only a visual reference.
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.
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
Thank you! Now, everything makes sense. This campaign was done after all for Brazil.
this version makes so much more sense than the military! This I can give some stars to.
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.
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.
I think there's too much people trying to explain this campaign, for me it means it doesn't work.
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.