Newcity Magazine: Sheep

Reject the herd mentality. Unassimilate.

Advertising Agency: Euro RSCG, Chicago, USA
Chief Creative Officer: Steffan Postaer
Executive Creative Director: Blake Ebel
Senior Art Director: Matt Dimmer
Art Director: Jason Tisser
Copywriter: Regan Kline
Photographer: Ross Feighery
Retouching: Platinum FMD
Published: March 2009

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23 comments

bknowlden's picture
bknowlden
3647 pencils

My favorite of the campaign.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Extremely familiar and expected positioning strategy (tag line) for an alternative paper/mag by now. But I don't recall seeing this particular execution before. Maybe it's already been done I don't know... This one is my favorite of the bunch, too. It somehow manages to feel fresh in its look. The whole "break-out-of-the-mold" unconventionality message was once a very popular headline theme back in the early 90s. Practically every advertiser was telling us they were not the same'o same'o. I imagine the tactic is still relevant today...

Guest's picture
Guest

Awesome ad, great campaign, and he's gonna have a nice sweater when he's done.

-Topher

www.du4designs.com

Guest's picture
Guest

i can't believe that anybody would actually choose to be called Topher!
what a terrible name!

Guest's picture
Guest

Interesting coming from a person who's too scared to put their name.

-TOPHER

Guest's picture
Guest

Nice ad. I am finding your shorn stems to be strangely attractive.

Guest's picture
Guest

I'm not completely familiar with the publication but I would imagine it is like most local magazines found in big cities, all of which generally have the same look and content. However, I don't think I have ever seen any of these publications placing actual ads, especially ones that revolve around a 'big idea'. By doing this the publication is practicing what it is preaching. Really well done imagery also.

Guest's picture
Guest

I'm not completely familiar with the publication but I would imagine it is like most local magazines found in big cities, all of which generally have the same look and content. However, I don't think I have ever seen any of these publications placing actual ads, especially ones that revolve around a 'big idea'. By doing this the publication is practicing what it is preaching. Really well done imagery also.

mattlittlegym's picture
mattlittlegym
342 pencils

Like the photography. Good retouching. Very sexy model. I too am strangely attracted...

cperry's picture
cperry
280 pencils

Ur sicko's...the lot of yah.

Guest's picture
Guest

Earth shattering.

samwanzer28's picture
samwanzer28
313 pencils

The meek shall inherit the earth... be one with the herd LOL.

eldeadevis's picture
eldeadevis
306 pencils

Awesome photograph

gmint7's picture
gmint7
2685 pencils

:::J:::

ok

:::J:::

TRICKY's picture
TRICKY
3921 pencils

Reject the herd mentality. Unassimilate. well how ? by shaving my legs !!!!! i mean this only tells you that its ANOTHER different magazine that talks about sports but there's no magic in this ad

The man who stops advertising to save money is like the man who stops the clock to save time

jangidtarun's picture
jangidtarun
8 pencils

Herd mentality? Isn't it what this ad is showing?

Guest's picture
Guest

poor.

Terrible concept, ok copy, shocking visual but very good photographer.

Guest's picture
Guest

Fantastic shot and campaign. Well done, hairy legger!

alvinpck's picture
alvinpck
1467 pencils

Why is his other leg not a sheep's?

Guest's picture
Guest

I would guess his other leg is not a sheep's leg because he's already shaved it. And he's on leg two. That's why there's so much wool on the floor. But that's just a guess.

Guest's picture
Guest

The image is awesome. And the one-word tagline, too. The headline seems unnecessary, but still. Nice ad, nice campaign.

Dan-o's picture
Dan-o
15 pencils

Badassness.

Guest's picture
Guest

Stinks of beastiality to me.

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