Maglite Flash lights: Thief

MagLite, Powerful

Advertising Agency: DraftfcbB, Caracas, Venezuela
Chief Creative: Carlos Rusconi
Creative Director: Macoco Moreira
Art Director: Daniel "Caiman" Méndez
Copywriter: Macoco Moreira
Photographer: Harold Gonzalez

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25 comments

atb2005's picture
atb2005
13567 pencils

I like it; it's eye catching.

PS: "Forced" comments are coming...

Reality Check's picture
Reality Check
1793 pencils

Amiably goofy, but it isn't especially funny.

pez's picture
pez
1718 pencils

Sorry I don't like it...

thaistylez's picture
thaistylez
224 pencils

nice idea. and as the comment above said "forced".

Blashyrkh's picture
Blashyrkh
32698 pencils

I would like any policeman version doing this stuff with mag-lite. :p

TommyO's picture
TommyO
1866 pencils

I don't like it.

Guest's picture
Guest

Not new...forced.

N17's picture
N17
387 pencils

NICE IDEA, BUT ITS NOT WORKING WELL...

cebado's picture
cebado
249 pencils

Done by an Argentinian Agency a few years ago

Anonymous Author's picture
Anonymous Author
1541 pencils

Who's holding the torch?

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

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

HAYachonik92's picture
HAYachonik92
12 pencils

i like it ;)

fabgeekling's picture
fabgeekling
24 pencils

I'm not sure how this has been done before just because both ads use a hand silhouette. Wouldn't you arrive at the same conclusion for using a burglar or a man? The idea you posted has no correlation to the light and the image it casts. Why would anyone see a reindeer in a floor is beyond me. (that IS the point of that ad right?)
Here the idea is simple the [flash] light is your guard dog. Personally I have never seen an ad where a flash light was correlated to a guard dog.

dollypoppin's picture
dollypoppin
1423 pencils

I don't like it not because it's done, I just think it's a little corny for me.

---------
"Nihil sub sole novum"

fabgeekling's picture
fabgeekling
24 pencils

I don't think this is a bad idea. It's kind of clever, easy to get.

Don't particularly care for the execution on the beam of light or the shiny mirror floor. Light looks defused yet casts a pretty crisp shadow. Mirror floor is just odd.
The light from the door is too bright and glowy, I find it distracting. It's the middle of the night.

Guest's picture
Guest

well sebato and joelapompe, this idea is completely different from the links that you posted.

shadow images is not the idea.

i like.

Guest's picture
Guest

I'm a firm believer that the closer to real it is the better...

That is unpacked two ways:

1. If you could do the ad now, i.e. if you had a flash lite could you do it right now?
2. Is it believe-able, would a person do that?

The first one is do-able, but the second is not, that's why the advert fails as people do not believe it...

Guest's picture
Guest

Nooo... Horrible art direction and execution. OK maybe not that horrible but its for sure now for my eye.

Guest's picture
Guest

Why is this ad getting any positive reviews? It is terrible. Shadow coming from a beam of powerful light. And is that burglar farting on the shadow dog? Seriously, WTF?

mockingbird's picture
mockingbird
238 pencils

forced

chanderjoshi's picture
chanderjoshi
153 pencils

liked it....

Dzsoi's picture
Dzsoi
5268 pencils

Atb, it's my pleasure to prove you are right. It is as forced as it gets. The more powerful a flash light is the scarier the shadow dog? As a guest pointed out so accurately: "Seriously, WTF?"

atb2005's picture
atb2005
13567 pencils

Hey Dzsoi. It's always a pleasure to talk to you. Once again, I'd have to disagree with you. If all flashlight ads showed just flashlights, they would be boring. I've said something before and I'd say it again: a lot of you tend to read way too much into these things.. you tend to over-think as well as over-analyze them. The dog shadow here is just a fun metaphor.

Dzsoi's picture
Dzsoi
5268 pencils

Noone said a flashlight ad must show just flashlights, there have been other creative flashlight ads I liked and didn't find forced - for example those based on the concept it highlights things you are looking for - light spot forming a hand grabbing a key or surrounding objects "burned out" or those ads showing objects in the flat as dangerous because you won't see them in the dark - no flashlight was shown there!! ... You really can't say I am against creativity, I am just against lazy creativity with half-baked/half-working ideas when the faulty logic tickles many people's brain and find it disturbing somehow and that weakens the effect of any ad. And these flaws not only bothers ad-men, even many costumers I can tell you.

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