Olay: 53

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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18 comments

yun siang orangutan's picture
yun siang orangutan
298 pencils

Nice one.

djakuza's picture
djakuza
517 pencils

sorry but what does bodycare for "humans" have to do with animalskin? come on...

rizkidd's picture
rizkidd
7 pencils

zorry is olay now for animal,
if yes I think my cat need this :)

叶颢's picture
叶颢
168 pencils

女人年纪来了,就是需要隐藏的,就像李嘉欣一样..

getconnected2001's picture
getconnected2001
989 pencils

I really loved this.Full marks to the agency! :)
-----
http://indianadsblog.blogspot.com/
Amit Singh

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I applaud Olay for sticking to positioning themselves as the anti-age, anti-wrinkle cream of choice, but this whole visual "trickery" with numbers is getting old FAST! It's possible to reinvent the strategy and still talk about the same product benefit without resorting to this hackneyed visual gimmick, ya know?...

That said, I really liked the campaign with the number (I think it was 40) behind objects (trees, bedroom curtain, closet, etc.) to show it's creeping up on you. At least it had an emotional target insight attached to it and showed it in a tongue-in-cheek way.

With this work, it feels like I'm drinking a rich, aromatic imported coffee, but it's lukewarm. : (

mlsman5000's picture
mlsman5000
128 pencils

Hide your age was done out of S&S Sydney better, it got a silver lion.

http://adsoftheworld.com/media/print/olay_skin_care_curtain

jsptrck404's picture
jsptrck404
437 pencils

I like S&S Syndney's better as well. The animal aspect of this stuff just ads another layer to a simple concept.

| think small |

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.

Plus, I cannot see the numbers on the skin here, so this patrticular execution does not work.

skaroline's picture
skaroline
52 pencils

I find it ironic they use animals to sell the product, as they test this kind of stuff on animals too (ok, maybe not tigers, but still).

Boris's picture
Boris
98 pencils

Not fast and boring.

robottttrockkkk's picture
robottttrockkkk
814 pencils
NatalieM's picture
NatalieM
1687 pencils

It was thinker, but I liked the idea.

alvinpck's picture
alvinpck
1467 pencils

Are these tested on animals?

...
http://alvinpck.deviantart.com/gallery/

theanc's picture
theanc
2778 pencils

Visually it's cool but it doesn't make any sense using these visuals wiuthout reason. I understand that's camouflage but this is not really connected to the product.

PORTUGUÊS: http://augustocorreia.carbonmade.com I ENGLISH: http://augustoinenglish.carbonmade.com

Pombooie's picture
Pombooie
407 pencils

Jesus! What planet are some of you guys on. I've never read so much drivel in all my life. Some of the comments on these ads appear to be from the intellectually impaired, not from advertising and marketing specialists (mind you some might argue there is actually no disitiction there). And as for those that just want to slag of ads time and time again, how about you put some of your work up for critique!

alexbartleet's picture
alexbartleet
21 pencils

Theres a simple solution...

Use people instead of animals. You could use the patterns on each person's clothing. Much better?

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.

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