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This campaign reminds me of this one:
http://adsoftheworld.com/media/print/e45_abs
http://adsoftheworld.com/media/print/e45_arms
http://adsoftheworld.com/media/print/e45_legs
I don't believe in a lot of advertising taboos, but does anyone else think this hints of racisim? Dark skinned people serving white skinned people?
u r right. one of the ad in the campaign could have vis-a-vis execution like white girls fingers on black girls ankle or arm etc.
Oh come on! People see racism where there is none. Is this paranoia?
This has nothing to do with paranoia. I doubt it as well that the creatives wanted to spread some racist opinions but in the end the ad transports racism - or why are there black hands to see? I havent seen a lot of black juwelers in Turkey (a country which has a reputation of not being very fond of black people) and the only reason why there could be black hands on there is because of african diamant mines, where people die everyday.
Even if there wasnt any racist intention, i would like to know why it shows tiny black hands.
I think the only reason black hands were used is for the color contrast.
If that´s the only reason than the ad, lacks a relevant idea which comes out of the product.
Every commucication is supposed to say something about a product/service ect. and the art direction should always (or at least in most cases) support the message.
Otherwise we could just do nice layouts and put the logo underneath, dont you think?
I agree. Lots of people got exploited for American diamond companies. It should be an ad for public awareness. not for jewelry company.
Contrasts are contrasts existing in our real life, not in only colors. The main dilemma is focused on this subject: In which side we are closer? So, when we look at the Handan photos, a light skinned one perceives superiority feeling while a dark skinned one seeing inferiority feelings.
If you are a simply human out of your color, you see a dirty creativity in this add..
If somebody is not avare of facts, if has so any total ideolojical aspect, probably will evaluate life and events without questioning this kind of things... If the brain was well equipped, s/he would not do that. So I want to ask this question to the creative of Handan: Could he be able to sell this creativity if he was working for an Angola or Kongo advertising agency? Probably if he was there would be able to make the reverse... And so he would be considered as a racist too.
We are human and humanity should be our basic level in thoughts. We should develope ourself for a life which we see the life not only in colors, but facts making them meaningfull or not.
So to get ride of this creative frommy agency, I don't have to be a black employee. In all countries, my reaction would be the same.
We should allways know this: If you are a hammer you may see evertything as a nail. We should consider the cues of contrasts in our life background.
Why this kind of neo racism being risened? Or was never dead?
umm it could, in fact it would have looked more like jewelry if it were white hands over a black talent.
I believe this ad is executed in pure manners and is a play of colors- not races.As a creative myself I only see the contrast in colors, anything else would be too skeptical.
"oh no, the black woman has her hands on the white woman's neck -- does that mean she's choking her?"
Black hand turns into a shoes for a hand made shoes.
I have seen this kind of ad.
On top of all,
I would like to see the product.
Will anyone buy the jewellery just because it's handmade? No.
Believe me. I come from a country where everything is handmade.
It will only add value to the product.
Wow, nice. Which country is that? Must be a remote place for sure.
Why not use a black body and white hands? that would be contrast too, no?
When i saw the ad, I didn't think jewellery, I thought slavery....homelessness..poverty. Then
i realized that the black woman's hands are nicely manicured...and then i read the ad.
hand-made jewellery? come-on! what are they trying to sell?
doesn't work for me.
Dark water... the Ring...
My first and immediate reaction to the ad was not one of racism, but classism.
Before reading any copy or even staring at it too long, a very clear concept was evident to me. It seemed the ads were stating that the hands of impoverished 3rd world children create objects of beauty for the bourgeois. Everything about the art direction makes this resoundingly clear, the size and extreme darkness of the hands, the posture, the elongated neck, the symbolism. Whether or not this was the indended message really doesn't matter because first impressions are everything in advertising, and I'd be skeptical to think that all that art direction went into the ad for nothing.
The well manicured black hands do not really support the impoverished 3rd work symbology.
I know, but as I said, first impressions. I didn't even notice the hands were well-manicured until someone pointed it out.
Ahhhh - first impressions.
what you see is what you are. It takes exceptional individuals to see the world clearly.
I'm a science fiction fan. The artwork looks like the SF illustrations of the sixties and seventies. Only when you lot forced me to look beyond first impressions did I see that they both look like aliens. Alien racists? Would you have to be the same species before you could complain? Are you sure the aliens aren't colour blind or lack eyes? Nationality - someone raised the point of how they behave in the country the ad was made for - do we understand any other nation and it’s peoples’ sensitivities.
Where have you seen necks and shoulders of the possible female like that? Not even on swimmers. The wrists of the black hands are rubber. Elastic man (comic fan too and non sexist). And in another post about another ad some posters were moaning that they'd seen it before. YEEAAH! What's new? Not much, and less in advertising, if you live long enough. Are you all under 22?
What counts is the execution. How well is the 'retread' done? Does it work as well or better than the original?
Why I wonder are there so few older people in advertising. Is it that they’ve seen it all before? And get heartily sick of the new young turks getting excited about inventing for the first time - they think - well retreaded old ideas they're too young to have seen - and the clients delightedly getting sold on it. And no - I'm not in, or been associated with the advertising world.
Maybe I should look deeper but I’ve had some beer and paying more attention to what I do day to day is more important than browsing the internet, and commenting on ads that are of importance to how much of the rest of the world besides us that come to web sites like this?
Wow. Stunning
( ..And very Sexy )
These layouts could be better for an anti racisim or anti kid employement campaign...
But not for a jewellery shop...
What a pitty the agency has missed that point. I even won't buy anything from this shop because
the ads made me sad about african kids. Sorry.
She's carrying a small monkey? :)))
This would be a better ad against the diamond industry that kills so many Africans. That's what I thought it was at first look. Now that I know what it's really for, I think it sucks.
I live in South Africa and I agree with you! This is a bullshit ad campaign.
My first impression was that it was a campaign protesting blood diamonds and the horrible cruelties suffered by the people being used to harvest them.
this to me reads :
'Buy our jewellery!
we buy it cheap from 3rd world countries who slave away to make our products and then sell them to you for a ridiculous price!
PS: we don't show you what the jewelry looks like on our ads because it is rather shit"
Im white & from the uk (to build the picture) - thought this was a campaign for unfair trade or something at first. shows how successful this ad is! offensive it is though. 100%
puts both white & black in a bad light
PS:
the "embrace" quote underneath is pure bollocks
very bad solution. Ultra bad!
WOW!