Metzeler:
New Metzeler Sportec M5 Interact.
Until now you've simply turned corners.
Advertising Agency: D'Adda, Lorenzini, Vigorelli, BBDO, Milan, Italy
Creative director: Stefania Siani/Federico Pepe
Art Director: Luca Menozzi
Copywriter: Luca Bartoli
Photographer and Post production: Garrigosa
Creative supervision: Anselmo Tumpic, Giovanni Salvaggio
Account Director: Emanuela Munafò
Account Executive: Francesca Rapparelli
Published: March 2010
12 Comments
am i missing smthing
I missed it too. It's a knee pad attached to the helmet.
Photography is good,
retouching... mmm... not too bad, now please tell me that you are talking about the tyre or the bike?!
You guys produced 'a tyre packed with new innovations', but for AotW's sake... do not publish your ads in English.
withalltherespects
They're talking about the tire not the bike. I can't think of the right word right now, but these tires will...hug the corner. I like the photography and the direction they're going. I think for the copy though, maybe "taken corners" would be better? I don't know.
As far as the pad on the helmet, I wonder what % of people will/would notice that.
It's way to forced! Somewhere the creatives took the wrong turn! :-P
http://twitter.com/royschellekens
Hate advertising? Make better ads.
This is one of those ads that confuse me rather than sell me something.
Somebody over thought this one...hence they will lose rather than amuse
I think you're all looking at this as professionals, not motorcycle enthusiasts. The target market will recognise this and understand it immediately and for the most part, find it amusing. I know I did.
And they are knee sliders, not pads. They're there to protect your leathers (in this case, helmet) more than rider safety.
Photography is good.Thank you for sharing.
The concept is good, but very very slow...
i like the tag line "always 2 wheels ahead"
the idea itself is easy to get by non-bikers. but you're not selling to non-bikers...
but in the real non-advertising world any biker that loves knee/elbow dragging ABSOLUTELY HATES to drag his/her head on the asphalt, sliders on the helmet or not.
sticky rubber should KEEP YOU FROM sliding on your head!
you are in fact sending the exactly opposing message from the product's positioning! what you are showing is not safe and not fun.
it's easy to fall in love with an idea in the cozy agency, but it's not always bad to turn back to your consumer and see what the consumer needs and thinks :P
oh! and a big thumbs down to the guys from metzeler's marketing that approved such an ad.