Michael Hill jewellers: Eclipse
Michael Hill for special occasions
To coincide with the solar eclipse, a topical ad was developed for Michael Hill Jewellers.
Advertising Agency: McCann Erickson, Sydney, Australia
Creative Directors: Vince McSweeney, Andy Geppert, Mark Smith
Art Director: Dave Heytman
Copywriter: Brendan Willenberg
Illustrator: Dave Heytman
Published: July 2009
31 comments
This is a tad too unsubtle.
+++
"I love some things, and don't love some other things."
not good!
To coincide with the eclipse? hmm, you mean you saw a picture of the eclipse, and thought, hey that looks like a ring, I know what I'll do.
Very good!
to much black :)
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
does not come through at all!
Love it.
superb...........u mean dat its fr special occatn........n compare it with eclips which s also a speacial occatn
reading the comments... how divergent! i'd conclude with NOT WORKING :D
| Everartz |
o come on, everybody in the world has thought of this idea, how can you publish this, not fair, simply not fair
there wouldn't be one a single advertising creative in the world who hasnt thought of this idea for jewellery, for wedding rings, for "special occassions", i myself wrote the stupid line "A celestial idea brought to life expertly by Nakshatra (a jewellery brand)". That mediocre idea didn't go further than even the mediocre CD's desk in the mediocre small agency. Everyone has got this same idea. Publishing this particular one here is cruel on every1 who thought the idea too common to even submit.
You Are What You Expect
hey,the idea is so poor~
so much photographs&idea like this when the eclipse has finished,they post them into all BBS.
good idea. brilliant. Just take a relook at the concept. Tweak the line. Maybe, a different visual...and I told you 'twas a Lions' thing.
1st thought
very bad photoshop..nice concept
Dont waste your life taking care of It...
http://mosab.250free.com
Whatever any body comments, I liked the concept. The entire world was watching this celestial phenomena. It's timed well.
RAM KATE
The Ring ! why black friend ?
impossible is nothing !
The tagline and the visual have absolutely nothing in common. And what does a solar eclipse have to do at all with engagement rings? The tagline is also unoriginal and boring. If it is the client's own tagline from before, you should come up with a better one and use it.
automatik, McCann Erickson is actually a very well-established agency worldwide known for stellar work. Not sure what happened in this case, though. Maybe it was the client that pushed this idea?
what do you mean it has nothing in common?!
it's michael hill "for special occasions"
...
a solar eclipse is a very special occasion. only comes around...how many times in a lifetime?
so the eclipse with the bit of light shining through is like a form of a ring.
hence, it's saying, michael hill jewellery is for our special occasions, which are as special as a solar eclipse.
like a wedding, for example.
this kinda idea can be seen everywhere
Come one guys... The Art direction should reflect the beauty of the diamond, not a novelty ring from a christmas cracker!
Mosaddaq, that's a very good photograph of yourself, it actually makes you look intelligent! Now go and ask a friend to help you look up the word "eclipse." Great ad.
art direction could 've been better.i do like the concept, great top topical also
Sweeet idea.
Very topical. I like that. It would have been even better if the eclipse was visible from Australia or New Zealand. It was not, but it least it was reported on the telly there.
Best laugh in the comments above: "McCann Erickson is actually a very well-established agency worldwide known for stellar work." Stellar work? LOL. ME has long been the sick man of the multi-nats. Its work is legendarily bad in most markets.
One Show winner a few years ago: DM for an aspiring creative.
"Some people do some pretty dumb things to get into advertising."
Inside:
"For instance, I took a job with McCann Erickson."
It was entered by the guy's new agency, DDB, and won because ME is pretty much held in the contempt it deserves in the US and other English-speaking markets.
Just reminds me of Heroes....
it needed something else... the second and third phases of the eclipse have what is called a "diamond ring" (buddum chhh...) but I feel that they could have really played upon that more. even a tag line pulling it all together would have helped. over all this is pretty disappointing, but I can see where the A.D. wanted to go, I just don't think he got that idea across effectively.
no twist at all
Another one identical : http://www.joelapompe.net/2011/01/21/michael_hill_felipe_urzua_jewelry...
http://www.joelapompe.net / http://www.facebook.com/joelapompe.officiel / http://twitter.com/joelapompe / Buy my book : http://www.maisonmoderne.lu/publishing/eshop/joe-la-pompe
Predictable....
Why would you need 3 creative directors for this?
Done!
cliché cliché cliché...
old old old
etc etc etc...
to the 3 creative directors