Moen: Green, 3

Advertising Agency: MARC USA, Pittsburgh, USA
Creative Directors: Francis Cleetus
Art Director: Dena Mosti
Copywriter: Francis Cleetus
Production: Daniele Caruso
Photography: Frank Walsh and Vertis
Retouchers: Dave Bernhardt and Vertis
Published: November 2008

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9 comments

reactor's picture
reactor
294 pencils

`The 4.5 year old home...` comes across as too contrived to deliberately offset the `4.5 billion year old home`... at the bottom.I can see somebody thinking-``Darn mine is going to be a new home..`` Except that this is a very good ad from all aspects of ad making; especially for a product like this.

Reactor

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

That was my very initial reaction, too. The whole "4.5 year old home/4.5 billion year old home" part was a bit too contrived a line to play off of each other (they should be hyphenated, BTW.) But I disagree with you on the second part of your comment. While this ad looks extremely appealing to the eye, it is lacking in any real advertising concept. Yes, we get it that they're a "green" company. Yes, we get it that their products have a state-of-the-art design component, etc, etc. But what's the scratch here? It simply reads like an ad "statement" in the brief. And while the whole "ying/yang" device holds the campaign together well visually, it only comes across as a cheap gimmick and nothing more. (Although, I must admit, I can't remember the last time I saw a gimmick looking this beautiful.)
It is a good ad in that it says what it needs to say in a very clear way. I'll give you that much. But I guess I was waiting for that "hey, this is purty smart!" moment.

Sadly, it never came...

Guest's picture
Guest

deserved a metal for art direction, great!

Guest's picture
Guest

oh my god. give me a break...

Guest's picture
Guest

Are you serious? If you consider torn paper (popular in 1992) and glows medal-worthy, you got problems.

Guest's picture
Guest

deserved a metal for art direction ooohhhhh cool

sunil chennoju
art director

Guest's picture
Guest

heheheheh!! hahahahahahahaaaha!!

Guest's picture
Guest

WTF? Their new, fancy faucets leak?

Guana's picture
Guana
2 pencils

Don't think I'd choose the ole torn paper look for an e-friendly message.

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