We've been pulling the wool over your eyes since 1920.
Advertising Agency: Target, St. John's, Canada
Creative Director: Tom Murphy
Art Directors: Jessica Tipping, James Jung
Copywriters: Sarah Watton, Jenny Smith
Photographer: Ned Pratt
Published: December 2007
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Comments
I like these.
Jiah Sisco
www.mediadrink.com
This is an excellent bit of copy. Wonderful visuals, too. Very self-aware.
http://www.charlieprattdesign.com
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http://www.charliewrites.com
A terrible, horrible, deplorable, unforgivable headline.
Kind of headline I used to come up with in school and used to see in CA ad annuals back in the EIGHTIES!! Maybe puns are all the rage again in the Great White North...
Sad.
So ..the eighties are not to be repeated???
Intelligent ads are the need of the hour.
Probably not in this way... (and no Flock of Seagulls haircuts, either.)
I agree about the headline. So what if it's an expression that uses wool - it's also an expression that means we've been lying to you for years. I read an excellent article on copywriting that says puns have to swing both ways - they have to mean something in the original intention as well as the play on words. This, unfortunately, does not.
I know what "pulling the wool over someone's eyes" means. But thanks for the definition of the expression. (I'm being an ass...)
I TOTALLY agree that puns have to swing both ways (IF it was decided by the writer that it had its place in the headline.) You articulated my point very clearly.
The (intended) double entendre here just falls completely flat. And the suggested connotation of "deception" works against the brand message also...
Very unfortunate piece of communication.
like thw art, dont like the copy
Agree with J-P-L, What a wonderful piece of self mutiny...
Who turned the world upside down?
:: Put your ears against the ground so i can walk over what you heard::
"Kind of headline I used to come up with in school..."
You wrote headlines in school? Jesus. I used to want to be an astronaut.
Ivan,am I missing the point here? The adverts placed here like this one do not even get a complement for anything at all besides being gunned down in the name of creativity. What about the use of colours, wool used for font, combination of header and body copy and pic cleverness?
Guys are just mean, mean, mean.
Art is real freedom
Success is the best revenge
These are great. Love the art direction and I challenge all the people that hate the line to post their own work and show us what true brilliance is.
"We've been pulling the wool over your eyes since 1920" for a knitted wear company?
I mean, how "unimaginative" can a line be? "I" feel embarrassed reading this headline, and I didn't write it.
If you really think this is the brilliance you vehemently refer to, you're in a more serious trouble than you think. And I don't care if you're an art direcor or a writer.
I'd love to show you my book and reel, but then you'd be wasting time looking for those "brilliant" puns in the headlines...
I didn't actually say that line was brilliant. But if you look at the campaign overall I really don't think it's as bad as you claim it do be. I certainly see far worse on a daily basis. Don't you think a better contribution to this site would be to post constructive criticism? I could really care less if you think something is bad if your not willing to suggest something helpful that would lead to a better solution. And please, feel free to post some work up here.
But I wasn't criticizing the campaign as a whole (if you read my first post.) I was only commenting on this particular ad. Just as a regular consumer would see an ad one at a time...
And your comparing this ad to "far worse" things you see everyday as a basis for your judgement doesn't really help extricate this piece of work. Read the comment made by teenie above. I think she explained why this headline failed miserably quite clearly.
And one more thing. I'm not a contributor. Just a commenter.
If you don't like what I say, just ignore it...
As an aside, all this random use of quotation marks is "brilliant".
IMHO, one would have to be a little slow on the uptake to see this as "we've been lying to you all these years". The headline is clever for a woolen company. The art direction and layout are well executed. It's the kind of ad that will be remembered because it doesnt exactly call attention to its own brilliance -- it simply does what it's supposed to do and does it very well.
cool
- kk
http://kk-portfolio.blogspot.com
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