Olay: 40

Advertising Agency: Saatchi & Saatchi London, UK
Executive Creative Directors: Paul Silburn, Kate Stanners
Creative Director: Daniel Mailliard
Art Director: Stanley Cheung
Copywriter: Jonathan Benson
Typography / Retouching: Firstbase

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17 comments

jazarah's picture
jazarah
1262 pencils

WTF!

ivan's picture
ivan

It's called camouflage — used by animals to hide in their environment.

Ivan Raszl, admin of AotW

Gilsem's picture
Gilsem
80 pencils

nicey

yun siang orangutan's picture
yun siang orangutan
298 pencils

Number 1.

getconnected2001's picture
getconnected2001
989 pencils

Nice campaign.
Its a rocking campaign even without those numbers.
Coz you cant guess their age with their skin.

-----
http://indianadsblog.blogspot.com/
Amit Singh

keran's picture
keran
12 pencils

Nice execution!!! idea not sure.

adgoddess's picture
adgoddess
369 pencils

This whole idea is illogical. Animals use mimicry and camouflage for protection and to hide from other animals. The patterns on animals fur or skin mimics the surrounding so that the animal looks indistinguishable from it. So why the numbers are patterns on the skin? I read it that you, the target, can mimic the environment too, by looking like 40 years old, actually being X years old. I sense some serious mental shortcut here.

The execution, however, is top.

triqaziz's picture
triqaziz
133 pencils

i agree, but still I love this whole campaign

lucachez's picture
lucachez
38 pencils

adgoddess stop being a bitch ,,, those ads are really good because this animals are used to represent the personality of some aged women..know what i mean?.. have u heard about a cougar mom?---that is popular slang and terms in the usa ...its the meaning of the animal!... thank you.

adgoddess's picture
adgoddess
369 pencils

if there's a linguistic link as well, that's a stronger connection between the visual and the meaning (though it still lacks logic a bit). english is not my first language, that's why this concept misfires for me. what about the snake woman?

mikepants2005's picture
mikepants2005
504 pencils

So women (you're target market) are like snakes. Hmmmm very unappealing!

lucachez's picture
lucachez
38 pencils

whatever

Zeus's picture
Zeus
912 pencils

NOW THATS A PHAT ASS ART DIRECTION!!!

banane's picture
banane
54 pencils

?????????????????????????????????

strongbone's picture
strongbone
107 pencils

Olay new product for animals. yes! get one for my pet!

dnguyen's picture
dnguyen
81 pencils

This idea is great and so simple, how can you guys be writing such bullshit. All its supposed to say is it hides your age, in this campaign's case it is said visually with camoflage.

Gareth Jones's picture
Gareth Jones

Who ever retouched this is a legend.

Signed

The retoucher.

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