German Olympic Sport Federation: David
If you don't move, you get fat.
Advertising Agency: Scholz & Friends, Hamburg, Germany
Creative Director: Gunnar Löser
Art Director: Stefan Schömbs
Copywriter: Robert Herter
Illustrator: Torsten Lass
Other additional credits: Leonie Ballach
Comments
The visual is good but the copy is really weak
http://www.navinharish.org
http://www.navinharish.org
Just look at those legs .... two baseball bats. Homerun!
True true. I always have the same problem. Coming up with a simple and nice copy for a strong visual.
why is the copy weak? I think it just does what it has to do: make the idea communicate the message/concept in the best/clearest way. It doesn't have to be a poem right? I like the idea!
The copy is weak because it is the same thing you see in the picture. Plus is a generic statement, not a concept.
Just my humble opinion.
this would work if it naturally happened to real statues. But it doesn't.
That's the point. I agree.
Woudn't have been a strong idea, if it showed something, that actually happens to statues, would it.
"Oh look, they show a statue like it is. Revolutionary, eh?"
In German the line is better, i think. Just as plain as in the english translation, but it sounds better: "Wer sich nicht bewegt, wird dick."
Your comment it's just stupid. C'mon, this advertisment we are in!. Plasticine bunnies don't go jumping all over New York, no gorilla plays the drums, there are no living creatures in a coca cola machine, etc.
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It's so easy to critic.
reeeeeeally weak copy.
this could have been an awesome ad@!
www.pushkarajshirke.blogspot.com
"The impossible is an illusion"
-Pushkaraj Shirke
Not bad, not amazing. Maube if the execution was better it could have been really nice.
Please stop using statues for gym, sport, athletic centre...
And above all, that's very bad...
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Advertising pass, pasta remain...
I THINK THIS AD IS AS GOOD AS IT GETS.
1. Attention-getting, curiosity-inducing visual.
2. Ultra thought-provoking.
I think most people think the David statue is a pretty great example
of a human male body. And to see him blimped-out is not cool.
3. Copy is laser accurate.
It's like I tell my kids, bad behavior equals bad reward.
4. How brilliant to use a statue - of course they don't move.
Only negative for me is the groin area - sorta gross.
See actual David statue at:
http://en.wikipedia.org/wiki/Image:Michelangelos_David.jpg
David maybe. explain Lincoln.
;-)
Hahahahaha largesse of a sourgraping copycat
Bad copy? Merely states what is on the picture? :)
Without that sentence I wouldn't get the concept.
I am sure you would!
That causality is not in the visual so clearly -
it has to be pronounced.
I think this is a good idea but the art on the pedestal looks really cheesy. That information did not have be in that spot on the page. It's a shame because they could have done without it and put the info elsewhere on the page. And now, back to my smoking.
I agree with Bontjas and Dzsoi. Let the artistique copywriters give better suggestions instead of writing reeeeeeally weak copy. How should you do it? Give me just one better line...
Great post production; idea - not bad, but it was many times (reminds fat marylin manson for exmpl); typography - terrible.
this is all execution. no idea. end of story.
• http://mikelightman.com/blog •
it's not the end of story.
this is the idea: statues don't move. so fat David is an example of what could happen if you don't move.
what are you all complaining about? it's a straight idea, looks kinda funny, copy is to the point. not a cannes-winner, but still a good ad/idea. But typography is truly terrible.
the problem is that the artwork is mediocre and the copy is way to explicative. the copy says everything to the point that nothing is closing up in the head.
Is a preliminar line "what we need to say" what is commonly writen as it comes before thinking the copy itself.
-What do we need to say with this image?
-That if you dont move, you get fat.
-Lets just put that and go to lunch
-Im in the mood for some sauerkraut...
Everyone is saying that the line needs work, because it has no work at all.
Too bad, because they wasted a good idea. Better lighting, a little more drama in the tones, a copy written with care that lets you close up the ad in your head, and this would be great.
if you dont move you will have an awfully small penis....
every one will start running... lol
Ali Behzad
not sure about that, juliangray, i understand you point. but if this ad/poster is made not for advertisers, but for consumers, it needs a fast and clear explanation/copy. Your're right if it were for award jurys only.
direct and linear comunication are not synonyms... even with just placing a "exercise while you can" it has a better impact that the current copy. and doesnt demand the reader..
"excercise while you can" - it would tell me something about death rather as these characters are gone. Wrong attribute marked. The imaginary scene is just the opposite - they LIVE and just sit or stand all day so they got fat. Copywriting is tricky.
im not a copywriter and neither english is my first language. that doesnt mean that this line should stay as it is, or that is good.
Same idea was executed in Uruguay last year, at the entrance of the Uruguayan Cardiological Congress, next to a real David statue.
http://www.montevideo.com.uy/galerianot_36717_1.html
http://www.montevideo.com.uy/nnoticias_36717_1.html
This is much better executed, but it´s the same idea
Don't know why grown ups are being so dim witted here but this is shit.
"If you don't move you get fat"...is that really a line?
Not only is it barely relevant but to use statues in the visual is stupid.
And all this to get me to be more active?
It's no fuking surprise that they lost the war.
Doin' it for the points
And you are being awfully grown up with your comments? http://upthechimney.blogspot.com
Was about to swear at you but then I had a look at your blog site.
Way to go, keep it up. When you're done come back for some grilled cheese.
Retard.
Doin' it for the points
Nice but what I see is exactly what I read: the copy is useless here, should have been different.
Hey Queen of Slim: "It's no fuking surprise that they lost the war."?
Thats quite grown up.
The copy is clear, concise and to the point. Love it. Cheers
I don't think the copy's good. As mentioned before the copy explains what the visual is showing. We've been walked all the way through the ad so to speak whereas I believe there should be a bigger gap for us to figure out. It leaves no room for that self-reward...
From the top of my head. The copy could be - 'move more'.
Many commented on the copy. Better suggestions?
'Move more' - accepted!
Wicked and really funny, the copy isn't the priority in the message, the statue is perfect.
Darren Alawi
Creative web & brand designer
http://www.darrenalawi.com/blog
good...and funny..why
have to think so much about ...copy or not...what is the point...
if thay know this is "copy" do you think that thay will show you here...??
Moronic, idiotic. Eat your stinking anus-face.
Excercise while you can is good. Thnks Dzsoi! Good thinking.
Fatso
Couple of observations:
1. Immobility, in other words 'not moving' necessarily doesnt make a person fat, there are many more reasons which add to those extra pounds.
2. Making a mockery of people who are fat is not entirely a positive approach, although the pro's would jump on this saying that the visual is 'shocking' / 'moving' etc and that adds to the reaction. But looking at it from the realists POV it would rather throw sensitive people into a deeper depression than ever. Hence it’s rather important to take into consideration the sensitivity issue rather than the shock value. I am pretty sure this could have been cracked with a little more thinking.
3. What are we trying to communicate? Is it a campaign against obesity? Or in support of fitness and health? Or in support of sports and activity? There needs to be a linear thought in this which helps communicate the objective effortlessly.
4. Finally, copy is too amateurish, seems like a translation job rather than a well written and crafted copy.
Nice and simple. Don't over think please.
This discussing is taking so LONG. Shut up, Fleas!
I Like It!!
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