Mylens.com.au: F1
Get what you want quicker at mylens.com.au/smh
By cutting out the middle man we offer up to 40% off all contact lenses & prescription glasses from $39. There's free delivery for orders over $115 & Health fund rebates. Plus we're proudly Australian.
Advertising Agency: Whybin/TBWA/Tequila, Sydney, Australia
Executive Creative Director: Garry Horner
Creative Director: Matt Kemsley
Art Directors / Copywriters: Matt Kemsley
Designers: Matt Kemsley
Illustrator: Glennz.com
Account manager: Paul Bradbury
9 Comments
there is no direct connection between the creatives and the product. far-fetched.
categories are not even close for comparison.
so here was the thought process of the art director:
"okay, i need to convey quickness and convenience for getting contacts, at an affordable price............RACECAR!!!! VROOOOOOOM!!"
I think you're not getting it straight, here: it's easier when you look at the whole set of three ads.
The concept is: even if the driver here is a beginner (the big black "L" in a yellow field), he's already driving a F1 car.
This fits with the headline "Get what you want quicker"
haha no i got the other three, but i didnt know that the "L" denoted "beginner" or "learner" i guess. i had never seen that before. in the states we have these big taxi-cab like signs on top of the car that say "student driver" when someones learning. thanks for the info though.
i still like the "VROOOOOM!" at the end.
I do like it too ;)
Actually, this one is the less immediate of the set, while the sheep one is definitely my favourite.
That was kool !!
Mohinder Pal Singh
e-mail: mohinder@asiemik.com
www.asiemik.com
This one makes no sense whatsoever. The rest of the campaign is spectacularly clever. This one should have been struck from the group. Kinda ruins the whole thing.
Okay... so the copy is neat and directly conveys what the target needs to know. But i feel the "L" and an F1 car is a bit too far stretched. Kinda not going with the contact lens as the product.
And then GOD said...
Let there be creativity!!!
I totally agree: they're pushing it too much. Anyway the product, here, is completely left behind, to focus only on the quickness. I think it may be quite confusing (though funny, in the other prints).