Microsoft: My cousine

My cousin believes it is hard to trendy
Windows Phone: Let your mobile become trendy.

Advertising Agency: Adimstudio SRL, Civitavecchia, Italy
Creative Director / Art Director: Alessandro Di Marco
Copywriter: Daniele Agliata
Illustrator: Stefano Cocino
Photographer: Alessandro Di Marco
Talent: Lara Scifoni
Scene outfitter: Damiani
Published: September 2009

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69 comments

Guest's picture
Guest

lame concept.

There's an error in the headline.

adimstudio's picture
adimstudio
83 pencils

.. Sorry .. which error?? ..

adimstudio's picture
adimstudio
83 pencils

.. ok .. the headline is correct now !! ..

Guest's picture
Guest

is there a reason why everything seems to be misspelled?

Dev Kumar's picture
Dev Kumar
834 pencils

The idea is okay and the artwork is certainly better but the headline looks like it forgot something ;-)

Pedestrian's picture
Pedestrian
490 pencils

What is the idea, Dev?

Dev Kumar's picture
Dev Kumar
834 pencils

Wooops...got the jab mate. Yeah, the idea surely must've freaked you 'cause it's downright ordinary although it works in my opinion. I must have been a little too indulgent in accomodating the 'idea' in my appreciation. I won't go as far as to say that this is bereft of any idea as you seem to suggest because they surely conveyed to me that Windows phones are trendy. The execution may not be up there which I indicated with my rating but the communication isn't lost. It works.

adimstudio's picture
adimstudio
83 pencils

.. thank you for a professional comment ..

everartz's picture
everartz
7611 pencils

neither the idea nor the headline are good!!
geez!!

| Everartz |

Guest's picture
Guest

sorry, but i don't get the idea… if there is any

copycomoelcopi's picture
copycomoelcopi
822 pencils

sorry, but i don't get the idea… if there is any

Guest's picture
Guest

I am sorry, but nothing else comes to mind other than "Why are her feet so dark?"

Keil0r's picture
Keil0r
30 pencils

I'm not getting it...

federo's picture
federo
781 pencils

ugly feet

Guest's picture
Guest

I believe is hard to like this ad.

magintosh's picture
magintosh
62 pencils

does she have frost bite on her feet?

adimstudio's picture
adimstudio
83 pencils

no .. she has only the bronze skin

adimstudio's picture
adimstudio
83 pencils

.. This is the vote by our team ..

PERP's picture
PERP
433 pencils

The image's strange, the woman seam's green to me.. is it really like this? Very confusing..

.: look for the green giant on the label :.

silvi's picture
silvi
4172 pencils

Ahora sí que estoy perdida. No entiendo de qué se trata esta pieza. I´m lost here. Please, somebody explain!!!!

Guest's picture
Guest

Actually, this is not French pedicure..

JeffWalker's picture
JeffWalker
12 pencils

The ad at least got me to read each call-out, but there is no photo or copy to payoff the headline [IS = IT'S?]. I want to see this phone so I can draw my own conclusions. As far as prepress goes, the photo is cold with pasty flesh tones. And I did notice the less than perfect toes and pedicure, which should be flawless.

adimstudio's picture
adimstudio
83 pencils

.. hi .. the error in the headline was been correct now ..

reactor's picture
reactor
294 pencils

Agree Jeff Walker. Is this a teaser ad before introducing the mobile phone? otherwise, where the hell is this trendsetting mobile? And.. shame on French pedicure!

Reactor

whitespace's picture
whitespace
1953 pencils

the box should be focused on the cleavage.

now THAT will never go out of style.

whitespace's picture
whitespace
1953 pencils

and yes... there's a huge typo right in the headlines. can't believe M$ paid for this.

adimstudio's picture
adimstudio
83 pencils

yes .. there is an error in the headline .. for an error on up ..

A stranger abroad's picture
A stranger abroad
427 pencils

LOL about the typo.

I missed it on first reading, mentally adding in the missing 'it', like the old favourite:

PARIS
IN THE
THE SPRING.

But what really puzzles me is, what do they want me to do? What do they want me to buy? And why should I?

The closest I can see is they are telling me to buy a mobile phone and wait until it's an antique? But why would Microsoft ask me to do that?

Great tits though.

adimstudio's picture
adimstudio
83 pencils

.. Many people argue that being fashionable is difficult and complicated .. how to find objects that are not luxurious but specific and sometimes uncomfortable (like the old phone) or being in touch with other people cool .. To do this requires a lot of money for travel and contact with people far older instruments but cool .. phone with windows you can do this from home or from anywhere in a simple and cost ..

Guest's picture
Guest

she has got great funbags! creativity is not for everyone, adimstudio. maybe write a brochure to go out with the ad which will explain what you are trying to communicate to people. just get it copy checked before you go to print. hey, i've got an idea for a beer ad....

adimstudio's picture
adimstudio
83 pencils

sure .. the creativity is not for all .. I'm agree with you !! .. The mistake was been generated by a wrong up of this ad .. but I don't care what people says .. we are a very young agency and we are growing slowly with learning attitude .. see you .

Klidesign's picture
Klidesign
209 pencils

These must be the ugliest feet I have ever seen! The ad itself doesn't deserve any attention. Keep in mind it was the feet that struck me first. And I don't mean in a good way!
It may be that the designer and the art director hate Windows...and prefer Mac. I know I do.

adimstudio's picture
adimstudio
83 pencils

sorry but i don't understand what you want .. and what you say .. if your attention is deserved why you are speaking about this print? ..

Klidesign's picture
Klidesign
209 pencils

it's because of the ugly feet!
And I share my opinion because you've displayed it here to be judged...if you don't want to be criticized - it's simple: don't show your work. Especially if it's poor concept like this one.

adimstudio's picture
adimstudio
83 pencils

. ok .. I posted this work to receive constructive and professional criticism .. I answered some questions but discussing about the model's feet is unimportant (also because the model was chosen to have a broader target ..

Klidesign's picture
Klidesign
209 pencils

Come on!
I wasn't going to answer, but you just make me...

"...discussing about the model's feet is unimportant..."
How the heck do you recon that?!! Is it unimportant for a painter what model he chooses?!
C'mon man, you gotta be kidding me! Such a lame argument.
This is supposed to be art...that is what we sell. Before it was called graphic design,it was referred to as "applied arts"...need I say more?

adimstudio's picture
adimstudio
83 pencils

.. wow .. !?!?!?! .. true gentleman !! ..

reactor's picture
reactor
294 pencils

adimstudio, please tell us what you are selling via this ad. If you are selling a mobile, what does it look like? And next time when you are focusing on a feet, find a better looking one especially when you are claiming that those were pedicured in France.

Reactor

adimstudio's picture
adimstudio
83 pencils

Windows is known to be a Microsoft product that offers operating systems .. it being well known and so we felt that the name of the product itself leads on to itself without having to represent that the product is an operating system .. The fact that it is said in the payoff for mobile .. then ..

outofhome's picture
outofhome
10 pencils

OK Constructive criticism:

1. Confusion. This ad is full of it. The confusion is evident in the creative itself and in the comments it has generated here. It is not specific as to whether the ad is selling a phone or promoting the windows system for phones. To be trendy or not to be trendy, that is the question this ad does not answer.

2. Art direction IS of consequence. To unintentionally distract viewers with discolored body parts is a disservice to the client. Nothing 5 minutes of level and curve adjustments couldn't fix. You want people talking about the product not discolored feet.

3. What is the benefit to the consumer? Is it that choosing this phone or op system is going to make them trendy or less trendy? Are they the rebel if they choose this or are they one of the herd? Either of these is not motivation enough to change phones or op systems.

4. Final execution or comp, typos are a big no no. There is no better way to divert the client's attention from the creative/idea. I've personally seen good ideas go down because of this.

5. Copy is weak. I, as a consumer, DO NOT care about your cousin or the girl in the photo for that matter. I know darn well she is not your cousin. If by chance she is, I'm still not convinced. Consumers have developed barriers to advertising and are on their guard 24/7. I want to know about ME.

6. The idea is not credible, not concrete, not memorable.

I only write this because it was stated that this is a young creative team looking to learn. Learn from this mistake and move on.

Klidesign's picture
Klidesign
209 pencils

I have to quote this to avoid being misunderstood:

"I only write this because it was stated that this is a young creative team looking to learn. Learn from this mistake and move on." (thanks outofhome)

This is how I feel as well. All the comments were along that line.

adimstudio's picture
adimstudio
83 pencils

.. thanks .. thanks .. thanks very much !! ..

AlphaDog's picture
AlphaDog
265 pencils

Ok Destructive criticism:

1. Crap

2. Lame

3. Ugly

4. Dull

5. Bad

6. Have you thought about another carreer?

adimstudio's picture
adimstudio
83 pencils

.. every day .. and you ?

Bob08's picture
Bob08
749 pencils

Windows mobile: coming from the top.
...and she's waiting.

shahidali's picture
shahidali
4071 pencils

she's the ugliest model i've come accross for 'trendy' aspiration.

the concept is good. comparing best possible trendy things with widows mobile. but horror in execution. see why:
a. japanese watch is not the best thing for 'trendy' show; swiss commerce minister will commit suicide;
b. french pedicure will stop the serivce if they see the aftermath with these feets.
c. and with digital knobs, that is certainly not 'vintage' phone.
d. the raw half done wooden floor is a mess for art direction.
e. the sofa is stolen from 'cheap' motel reception
f. back to line1. she's the ugliest model for trendy aspiration

proove me someone has paid for this ad and take a free trip to the moon.

shahid

adimstudio's picture
adimstudio
83 pencils

.. ah ah ah .. great shahaidali .. thank you for your comment .. :)

adimstudio's picture
adimstudio
83 pencils

that phone was designed by "Mario Olivieri" one of the most important italian designer of 1960/70 .. http://www.nizzoliarchitettura.com/ .. and sorry this phone was born in the 1958 ..

adimstudio's picture
adimstudio
83 pencils

.. anyway ::
a. in italy (the place where this ad was proposed) the japanes style is very trendy
b. / e. / f. :: the sofa and the model was been chosen for his normal profile .. becouse the trendy style is not only for beautifull girls or expensive gifts ..
c. be sure !! the phone is a product of italian design 1960 ..

d. why not ?? ..

.. thanks a lot ..

reactor's picture
reactor
294 pencils

sdimstudio, I agree with the basic platform for coming up with this concept.' The aspiration to be trendy is not limited to just physically attractive people'. Actually the less attractive people will try even harder to be trendy to offset the shortcoming. They contribute to the large chunk of the market share of trend setting products. I am also writing this , because you have indicated that you are a young team,eager to learn. All said and done, your ad has generated so much attention here. But the true test is how it has influenced your target group. Talk to the client and find out about the sales it has generated for this product. Along with all the positive suggestions raised here by various people, that factor should also play the biggest part in your learning process. All the best for your future.

Reactor

shahidali's picture
shahidali
4071 pencils

good point. TG wont respond.
adimstudio, u know why? because the 'aspiration' part is not there. choosing the girl next door doesn't give u the aspiration.

shahid

adimstudio's picture
adimstudio
83 pencils

.. ok .. but if you tell me this you should tell me why .. I thing your answer is not complete for me and I can't understand something ..
thanks anyway for your time ..

Guest's picture
Guest

Ragazzi fareste bene a ritirarvi, e sopratutto: scegliete una proposta e fate bene almeno quella invece di spammare zooppa e anche adsoftheworld. Avete avuto il riscontro voluto? Cmq vi servirebbe un buon copy
o almeno qualcuno con un minimo di pensiero logico e lineare.

adimstudio's picture
adimstudio
83 pencils

.. formulare giudizi in anonimato lo trovo molto scorretto e volgare .. presentati e facci sapere chi sei e cosa fai professionalmente .. saremo lieti di accettare inviti, suggerimenti e consigli .. direi che è stato detto tutto e anche troppo su questo lavoro ..

Guest's picture
Guest

buzzurro

adimstudio's picture
adimstudio
83 pencils

.. ..

adimstudio's picture
adimstudio
83 pencils

.. gnurant ..

Guest's picture
Guest

good!

shwet's picture
shwet
103 pencils

not attractive consumer insight

shweta

Guest's picture
Guest

Microsoft didn't even paid one cent yet. This ad is for a contest on zooppa.it and I wonder how it's possible that this is showed here like it were really published. I guess Bill Gates will be upset for that when he'll know it.

adimstudio's picture
adimstudio
83 pencils

.. microsoft (italy) paid zooppa for a viral campaign advertising .. all the works on zooppa are publicated as below the line advertising so every print ad up on contest could be considerate like other works on web .. doesn't it ? if you want you can ask to zooppa or microsoft .. if you want I can give you their contact to talking about this fact !

Guest's picture
Guest

I understand your point of view but don't agree. The media which this ad is made for is "print", not the web. So, every habitual user of adsoftheworld.com knows that when you see a campaign in print category that means that ad has been published on some paper magazine. So, finally, I think it's not your fault, but Ivan, or someone on his behalf, at least put this ad in the wrong category: it should be "online".

Guest's picture
Guest

.. ok .. thank you ..

adimstudio's picture
adimstudio
83 pencils

..

adimstudio's picture
adimstudio
83 pencils

.. ok ..

adimstudio's picture
adimstudio
83 pencils

.. ok and thanks a lot .. I send an email to do it .. do you know other way?

Guest's picture
Guest

This thread is still going? Why bother posting on here and asking for comments if you're going to argue with every opinion that's posted?

Sorry if you expected a chorus of 'wonderful's, but that aint going to happen with this ad.

I must admit though, it was amusing to see you engage in conversation with Shahidali. It was a case of when incomprehension meets incomprehensibility.

Guest's picture
Guest

.. no .. I expected some professional comments .. i didn't think to give this kind of comments about the model or if the phone model was original or fake !! ..
.. i know this work is not the best (there are many work better then this) .. but ..... ..

Osama Nofal's picture
Osama Nofal
196 pencils

Regards,
Osama Nofal

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