Lazer bicycle helmets: Rabbit

New Tardiz bicycle Helmet. Designed to make you faster.

Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Director: Geoffrey Hantson
Art Directors: Carsten Van Berkel, Stefaan Leendertse
Illustrator: Philippo Comarella

49 comments

Guest's picture
Guest

more faster and killer!!!
bad, very bad!!!!

wildbore's picture
wildbore
749 pencils

Mr.Geoffrey Hantson who is your Drug dealer?!

Guest's picture
Guest

Horrrrrrible

Guest's picture
Guest

callate culiao

Guest's picture
Guest

Que sos cordoooobes? O Santiagueño?

Guest's picture
Guest

Santiagueño?

HappyHour's picture
HappyHour
2385 pencils

a helmet to make you faster? i feel that this is off by just a hare...

I HAD TO I'M SORRY

Guest's picture
Guest

Call PETA now!

Guest's picture
Guest

The bike is doing the work here, not the helmet. It will seem better I think if the animal was closer to the head. A bug or a bird maybe.

elyoshiro's picture
elyoshiro
546 pencils

bad,

Guest's picture
Guest

make me feel sick :(

Joao Miguel's picture
Joao Miguel
10 pencils

absolutely terrible

Guest's picture
Guest

i like one

everartz's picture
everartz
7611 pencils

come on guys! look at it as an ad only and throw the saw series movie outta your mind!
this is just fun.. there is no blood drops here.. its just fun ;)

| Everartz |

Ad_Man's picture
Ad_Man
828 pencils

It's fun but it's not a good ad. A helmet that makes you faster? Really?

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

mmackinven's picture
mmackinven
1608 pencils

If you understood anything about aerodynamics, then you wouldn't be saying that.

Helmet design can make you a fraction faster, and most of the time, that fraction can help you win!
Yes this idea is exaggerated, but that's what makes advertising fun :D

Ad_Man's picture
Ad_Man
828 pencils

So that fraction faster would tear a bunny apart? I know exaggerations are part of the advertising world, but come on!! This is a freaking helmet not a turbo compressor.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

everartz's picture
everartz
7611 pencils

guys your just making a big thing out of it! remember the cartoons of tom and jerry, bugs bunny and stuff? how exaggerated things were there? they shot each other brutally with guns for example and created holes all over their bodies where the water dropped out just like a fountain! and guess what ... we all laughed our asses out!
i guess this campaign is meant to give something like that.. but using an advanced illustration technique if i may call it...
your supposed to look at the ad and laugh not say oh dear whatta fuckin accident these bikers are reckless!

| Everartz |

Ad_Man's picture
Ad_Man
828 pencils

This funny for sure. Also, an interest approach. But man, we're talking about bike helmets!

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Guest's picture
Guest

yeah and skittles are just candy, they're not made by people who can turn things into candy by touching them. Come on man.. If you want to see realistic shit, watch a BBC documentary!

The Helmet makes you go faster. aerodynamics make you cut through your traject.
I'm not saying this is the best ad ever, I like it. But it's great people who don't understand cycling sports don't get it...it prooves that this ad is really aimed at it's target, and not the waste around it.

Guest's picture
Guest

"...it's great people who don't understand cycling sports don't get it...it prooves that this ad is really aimed at it's target, and not the waste around it."

I hate dumb replies like this one. There's nothing complicated about the ad, nor is the message technically specific or complicated.
People are just saying it's in poor taste. Except of course if bikers have a different code.

We laughed at Tom and Jerry cartoons cause no one was trying to sell us anything. Imagine Jerry smashing Tom's head with a hammer, (huge bump, twittering nest of birds and all) and then it turns out to be an ad for a hammer!
Also, we were 7 then.

prabhath's picture
prabhath
60 pencils

Its not fun actually. A speed helmet makes the rider faster, that's also true. But it's a dynamic fact & not about slicing the animals.
very poor thought. very poor application.

Guest's picture
Guest

who wanna kill innocent animals... even bike racers dont wanna be this fast

Guest's picture
Guest

it's provocative.

Guest's picture
Guest

bad anatomy of the poor animals...q:

Both Sides of the Brain's picture
Both Sides of t...
173 pencils

What kind of brand/man would want to hurt an animal for those that extra foot per hour? Shows the product in very poor light.

Guest's picture
Guest

looks more like tyre blades

Emran Hayat's picture
Emran Hayat
832 pencils

is this a halmet or bloody NOS ? going 0-100mph in 3.5sec... sorry... it didnt work for me

Creativity is a natural extension of our enthusiasm

jai hind's picture
jai hind
356 pencils

horrible, horrible, horrible

jai hind
art director

tamer samy's picture
tamer samy
683 pencils

disgusting..

Guest's picture
Guest

well i think it wont sell the product
i feel that the agency had a big fight with the client because they want to do something different as an agency
but marketing wise i am not sure if this idea will sell the product

shahidali's picture
shahidali
4069 pencils

poor me, i didn't get the joke. i still don't. oh no !!!

shahid

NastyJester's picture
NastyJester
744 pencils

Let's not waste time arguing about animal cruelty... the issue here is ad cruelty.

Notorious's picture
Notorious
631 pencils

stupid ad - pretty disgusting..

outsmart me, if you can

Guest's picture
Guest

Kampung banget sih

alexander_bickov's picture
alexander_bickov
3283 pencils

Where is a blood? :)

Guest's picture
Guest

Might want to call it something other than "Tardiz", since "tardy" and "tard" are the root of many words meaning "late" or "slow" in Latinate languages.

I'd expect the target audience for such a product to be very concerned with racing. After all, who else is so interested in decreasing wind resistance that they'd invest in an especially aerodynamic helmet, unless their goal is to get that extra fraction of a second? So instead of bisecting animals, maybe they should do something that suggests the helmet helps you win a race. The rabbit-chopping thing just seems like an overpromise, and irrelevant to the interests of the target market.

valayamadvertising's picture
valayamadvertising
244 pencils

fast n excitment missing - ending with sorrfull climax
sagar
www.valayam.com

Guest's picture
Guest

Snuf ad. Horrible. I'll never buy Tardiz products. this goes beyond limits of bad taste.

Guest's picture
Guest

Associate your product with dissecting cute animals? Really?

Chopper's picture
Chopper
1015 pencils

When will we see children crossing?

Guest's picture
Guest

I think this is a really nice idea.

Ohkamp's picture
Ohkamp
227 pencils

Interesting idea. Smart choice to illustrate instead of photograph.

Guest's picture
Guest

horrible !!!

Guest's picture
Guest

maybe is a intelligent idea for Hannibal... not funny... not nothing

Guest's picture
Guest

Great ad. If the helmet is designed to decrease air resistance that´s what´s communicated.
Less air resistance = Faster.
The reason to buy the helmet is the above. Rest is core advertising = Dramatize the value.

J

Guest's picture
Guest

I don't get whay everybody is discussing this add lika that. don't disect the idea like that (sorry bad pun)
When I saw this, the thing that came up to me was:"....sssWOOSHh...." a bike that past me so fast I didn't even get to se it.
People, please, feel ads, don't study them.

Guest's picture
Guest

Wow, with all the comments posted - I'd say this ad has done it's job right.

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