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23 comments

morse's picture
morse
15714 pencils

I don't understand the idea, perhaps because I don't know the brand...

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tzuik's picture
tzuik
104 pencils

What? This is an ad for baby milk? I just find it unrelated and way too depressing for such a product. At first glance I had the idea that a puppy, or worse, a baby was abandoned.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I think it has something to do with puppies (dog babies really) that are abandoned after only 13 months. Cause for 13 months they're fun, cute and small but then they grow up (the dogs). Shows how fast it goes.

What this ad fails to do is connect the product, copy and idea. Pretty hard with this far fetched idea anyhow.

Billoughsby's picture
Billoughsby
5091 pencils

From what I've been able to ascertain, it's a formula for kids over 10 months of age. Here's one of their recent TV ads: http://www.youtube.com/watch?v=8f3kh-fYE6I Their website promotes this formula as a way to get children over 10 months ready for grown-up food.

This uses the abandonment of a favorite security blanket or toy to suggest how quickly kids grow up. OK. What I don't get is why the toy is abandoned on a busy city street. All sorts of unintended associations are ricocheting around this creative as a result of the choice of location. I'm thinking FAIL, but I'll withhold a vote until some people more familiar with the product or previous campaigns show.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CuriousPencil's picture
CuriousPencil
4227 pencils

I think it's just a messy ad pointed in every direction but the right one. The line of sight in this ad joins 'ABANDONED' with the brand, not the dog. That kind of association is fine for a charity, or a joke, but I would challenge any brand to increase sales to mothers of children using the word 'abandoned'- it's not just fear, that's second to kidnap and death as the last things you want to see. Wonder if they ran a focus group on this. And why the graffiti-van - that's not a parental worry until kids hit college, by which time they'll have an abandoned dog of their own.

Billoughsby's picture
Billoughsby
5091 pencils

Sounds right. Believe it or not, I hate it every time the shit's no good here.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

CuriousPencil's picture
CuriousPencil
4227 pencils

Right with you. I'm loath to loathe, but when shit's not good, it's difficult to see the banquet it could've been.

New Nice and Fun's picture
New Nice and Fun
377 pencils

I really like this one (maybe because I'm french).

I guess drinking milk help us to grow fast. The idea is simple, the copy is nice! Children don't stay babies for long.

Guest's picture
Guest

The idea is clear. To understand it, one should know what is the benefit of the product.

CuriousPencil's picture
CuriousPencil
4227 pencils

And to know the benefit of the product, one should ask an expert to make the idea understandable to the audience that might buy the product. Until then, we will all know that living on the moon will be cold, and without air. That brings us no nearer to anything but already knowing that the moon is a vacuum chill.

Guest's picture
Guest

Maybe the product is well know in France, and maybe you could take two minutes to Google it and find out about it. These ads aren't made for "ads of the world" audience, they are made for French people, in the French market.

CuriousPencil's picture
CuriousPencil
4227 pencils

I understand your concerns, and I did look up the product, and I realise I'm not French or part of the target. But *every* ad is intended for the ads of the world audience, for the simple reason that it's people here who are the peers of the people who make them. You think Old Spice customers give a damn that Weiden+Kennedy scooped the Grand Prix at Cannes? Why should they? They want to smell good and wake up on a horse.

Any ad's effectiveness can be ably and objectively ascertained by people who make ads. We're not the target, we're the people who make the targeting mechanisms. Cultural differences aside, there is only so much leeway possible when a grossly misjudged campaign like this goes out.

Guest's picture
Guest

Maybe French audience know the benefit of this product already. Did you get that? That's the difference between them and you, member of the "ads of the world" audience. You needed to look up the product and they didn't. The understanding was faster in their case, and that's the point. Only that.

Guest's picture
Guest

Чё за хрень причем тут собака

Anonymous Author's picture
Anonymous Author
1541 pencils

Too negative a tone for the positive features of the product.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Pombooie's picture
Pombooie
407 pencils

The Emperor Pallatin does it again. An ad for a product that makes you think. Bravo!

CuriousPencil's picture
CuriousPencil
4227 pencils

Pombooie if you can explain why this ad deserves a Bravo, I will personally come to Advertising Agency: DDB, Paris, France, and make you Receptionist Of The Year.

Of Advertising Agency: DDB, Paris, France.

Guest's picture
Guest

I am confused. This ad makes me feel like a dumb as after trying hard I can't feel any connection of the copy and the product. Does it mean have this baby product and your kids will grow faster and abandon their toys on road???? plz if anyone could explain.

CuriousPencil's picture
CuriousPencil
4227 pencils

It's an ad that doesn't work, so don't worry about not 'getting' it. What they were no doubt briefed to do was to make an ad that says "kids stop breast feeding sooner than you think. They change habits quickly. Just like they soon forget their favourite toy in favour of a new interest. Get them ready for solid food with this stuff in a pink bottle. It's a bridge between boob, bottle and big grown-up plates."

Roger Keynes's picture
Roger Keynes
5498 pencils

You're asking for (comment) trouble when you post a nationally parochial ad idea. Trouble is, this can't be excused as a "French" idea.

It's just poorly communicated. Babies outgrow milk like they outgrow toys.

This is the classic cardinal mistake of "clever" viusal + "clever" headline.

Will Think for Salary

Dzsoi's picture
Dzsoi
5269 pencils

Idea is a good, easy one. Billoughsby is so damn right, execution is to blame. WHY on Earth have they put the puppy on the street??? You could have just put it under the kid's bed on a warm, thick, pink carpet, it would still say abandoned toy without the confusion (looks more like an abandoned animals campaign) and serious negativity it radiates now.

shah wali jan's picture
shah wali jan
257 pencils

I don't understand the idea

Hiperion's picture
Hiperion
3138 pencils

DDB Paris???
come on....

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