Jeep: Desert
Advertising Agency: KNSK, Hamburg
Copywriters: Niels Holle, Berend Brudgam
Art Directors: Tim Krink, Oliver Fermer
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35 comments
Insanely great art-direction, very nice concept. Still I prefer the version with the smaller headline.
Concept? Where is it? Describe it to me.
please define concept.
A concept is when a native tribesman asks a "white" guy driving in a Jeep for directions deep in the jungle (that's actually a Land Rover ad, but same difference.) A concept is when a cop stops you in a Jeep and takes a look at your driver's license and doesn't recognize you at all because you've been on the road having fun for just way too long.
If you're having a difficult time telling an idea from an ad "statement", you're in more serious trouble than you realize.
"Find all the expensive items you've just got to have." That's a statement.
Showing an entire month of surviving only on beans on toast because you just blew your paycheck on a pair of ridiculously pricey shoes at Harvey Nichols. That's a CONCEPT.
Sure it's nice to look at, but what is "the idea" here that makes us consumers go "ahhhhh!"
This is a very good looking wallpaper at best...
You are confusing "A CONCEPT" with "A STORY".
Whoa, easy! Don't get too technical there with terms like "story". But I guess I WAS, in a way, telling you a story about what an ad concept meant in a kind of roundabout but relatable way. And you just didn't or couldn't comprehend it. But you know what? You're actually partially right.
Two of my favorite ad campaigns, "Good things come to those who wait" and "Reassuringly expensive" (Them Brits are killing us with those highly CONCEPTUAL beer ads! Yes, BEER ADS!!) did a brilliant job of telling you a "story" of a surfer and a gunned down pilot as a means of driving home a simple, clear brand/product message.
We also just recently saw a modern-day version of a classic DDB Volkswagen "Snowplough" spot in a print ad. And it does tell a story to sell you a core brand proposition...
So, I suppose you could argue that an ad concept and a good story-telling very often go hand in hand.
Remember those rechargeable battery ads with "dead" animals? "Just when you thought it was dead." What a CONCEPTUAL print campaign that was!
Starting to get my drift?
It was not my reply..
Don't have time at the moment, will get back to the discussion asap.
I just can't believe I'm being forced to explain what an advertising concept is to you advertising people.. (or ARE you?)
And why can't Have Heart answer my simple question?
are you sure you know it all?
I agree. I would prefer it with a smaller headline. Amazing art direction thou. Nice campaign.
As far as I know:
Client: Jeep
Agency: KNSK, Hamburg
Copywriter: Niels Holle / Berend Brudgam
Art Director: Tim Krink / Oliver Fermer
great work.
Thanks a lot!
Ivan Raszl, admin of AotW
This does what all good ads do: pokes you in the eye.
Cooler than just about any other SRV work i've seen.
I like the big fat headline. To me it says:' I know this art direction is so shit hot I'm gonna put a big mother fucker of a head line across it instead of one of those, precious-little-pathetic-tiny- lines-of-copy-like they-do-on-all those-scams-ads-in-singapore!' And it still kick ass!
YEEEEE HaaaR!
Yeah, maybe you're right. It still works damn good with that monster-headline. And it seperates this ad from all that fake-stuff.
the headline is more manly this way.. agree
great job with every thing
Among the three, I think this is the best
http://www.navinharish.org
http://www.picturejockey.com
Visually striking...without a doubt! But maybe i'm missing the point...pardon me it happens to all of us. Driving a Jeep...makes you discover the desert? or makes the entire world look like a desert/bush? Can somebody please help me out here. The entire campaign looks great but i'm not sure about the idea behind it.
Now... inspire me!
Don't just look "behind" it.
Look above it. Look underneath it. Look next to it.
Good luck trying to find an idea in this campaign. 'Cause there isn't any.
Zulu, to me, for what it's worth, the insight here is about being in the moment. Nothing exhists except you and the trerrain. Generic I know but at least they're saying it in a very cool way visual way.
The campaign was made with this awesome photography technique called "Stereographic Panorama".
(Check that tag name in www.flickr.com to see more)
Nice idea, but hate the IMPACT TYPE and HUGE headline.
dont think so its a photoshop effect called photoglobe using normal pictures if you want to know more about this technique go to http://www.advancedphotoshop.co.uk/back_issues.php and look into issue n#31 written by adam smith if you need more info dont hesitate to ask
The man who stops advertising to save money is like the man who stops the clock to save time
dont think so.... its a photoshop effect called "Create globes from photos" using normal pictures if you want to know more about this technique go to http://www.advancedphotoshop.co.uk/back_issues.php and look into issue n#31 written by adam smith if you need more info dont hesitate to ask
The man who stops advertising to save money is like the man who stops the clock to save time
Thank you very much for that information. I knew the magazine but didn´t know about that photoshop effect.
I tryed to download the tutorial by creating an account, but there was nothing in the zipfile. Maybe its for Mac (I´m still with fkn Windows), or maybe I just have to purchase the magazine. :O
Anyway, thank you very much again.
no it has nothing to do with mac or pc you are right the download you made contains only the photo of a city and a backdrop of a sky mmmm if your eally want to explore this effect try to use the polar coordinates (rectangular to polar option )to a square picture of a city scape (dont forget to rotate it upside down you might end up with a smilliar effect ....otherwise you have to buy the freakin issue lolol cheers
The man who stops advertising to save money is like the man who stops the clock to save time
i like, good ads
jeep = chevrolet (gmc) Colombia
jeep idea
Don't like it.
Yes, I said I don't like it. Kiss my skinny pink butt, all of you.
For one thing, the idea isn't clear. "Being in the moment"? Did not get that. At all. In fact, I'm guessing the idea has something to do with "discovery", based on the headline and Jeep's brand identity. But I'm only guessing.
And for another, a funky cool-ass new Photoshop effect does NOT an idea make. Execution vs. idea - learn the frickin' difference.
Thank you.
"It's about being in the moment. Nothing exists except you and the terrain."
That was so poetic. I was actually moved to tears...
love the visual...
"you are valued for your value so be valuable..."
Don't all exicutions start as an idea?
good art direction.
Dippak G Khanna
www.artificialreality.in
Is it a new planet within planet earth showing birds flying around it also, it seems this Jeep will drive off the New discovered planet and fall on the earth. Lacks Proportion and the word Planet is very big to use, this looks like small sphere of elements sand, rock and snow. exploded from earth along with the Jeep and has formed a sphere in the sky before it falls back on the ground
Execution doesn't go well with the idea.
Are you related to Deepak Chopra? :)
Dippak G Khanna
www.artificialreality.in
No Joe