Harmony XL-Fit Condoms: Famous Rockstar

Advertising Agency: Draftfcb, Lisbon, Portugal
Creative Directors: Duarte Pinheiro de Melo, Luis Silva Dias
Copywriters: Viton Araujo, Samir Mesquita
Art Directors: Ricardo Silveira, Rodrigo Burdman
Account Supervisors: Carlos Baptista, Sonia Gonçalves

April 2012


Shawali's picture
8442 pencils

The body copy is really funny, unfortunately, I really don't see why these rich ass people would envy someone who has something they could easily buy... Damn, they could even buy the factory that make these condoms and the company that owns the company that owns the factory.

So, i don't really see the point.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

alausa's picture
1428 pencils

They can't buy a big dick.

stke's picture
274 pencils

"Comfort" is misspelled

YJ's picture
372 pencils

Good catch.

Design Central's picture
Design Central
364 pencils

no good to me.

rewazee's picture
12 pencils

Great body copy. Shame about the misspelling- confort??

Rewa Z.

kleenex's picture
39034 pencils

these ads are not for me.

SoCH_TO's picture
959 pencils

who have time to read this ????

Live with Passion

newblake's picture
49 pencils

who 'has' the time... Prove to me people don't have the time and we can have a discussion. This generic line has been thrown around by too many generic people. Write something worthy of being read and hook them and they'll read it.

That's the job of all in advertising – MAKE people want to read it. Don't be lazy and say because it's a tough job doing something worthwhile that 'why bother, no one reads these days anyway.'

almasnazeer's picture
157 pencils

BLaH!! why did i even read the copy..

DOnt tell me, since you read the copy completely , it is a success.

NOt at all

I forced myself to read till the end.

bad for me

I_are_Ham's picture
13 pencils

Ohh, confort as in condon? Bit of a flop.

jwachstein's picture
2 pencils

the misspelling is not the writer's fault. It's everyone's. As is the long body copy. No one has time to read anything nowadays. Including this. Shame.

newblake's picture
49 pencils

See earlier comment.

While I don't think it's the best writing in the world, that might be a translation issue. It might not as well.

ps. As an Art Director I may not be best qualified to talk about writing great ads but the entire process of writing and art directing and media choice are all key to getting people (the right people) to read our ads.

bate_palmas's picture
1479 pencils

The sorta-funny copy is hiding the fact that the idea here is actually pretty weak.

And who's to say the famous rockstar doesn't necessarily have a size XL johnson?

miko1aj's picture
3090 pencils

good insight. copywriting is still desired thing. cool.
great layout as well.

shahidali's picture
4069 pencils

It took me somewhere and then said you're in the wrong place. Copy is catchy enough to pull me right to the end but then raises my eyebrow, where's the connection?


jonny propaganda's picture
jonny propaganda
10 pencils

At first I thought these were great and so true, then I realized they were a penis joke.

Bundesbank's picture
14 pencils

Envy is a powerful motivation indeed. Great campaign, outrageous copy, in a beautiful lay-out. Well done.

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