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Olay Skin Care: Curtain
Agency: Saatchi & Saatchi, Sydney
Creative Director: Nobby
Copywriter: Mel Coenen
Art Director: Rudi Vranken
Photographer: Ben Sullivan
Comments
is it me or is the 40 looks like it's trying to hide or something... o.o
Yes, that is the concept. Hide that you're 40.
I don't think that's the concept.
It's not that you're hiding your age, but it's "it" (the big four-oh) is creeping up on you.
Thus, you'd better do something about it before it's too late. It's meant to be a cautionary message.
That's the idea..
but why must you hide the fact that you're 40?
Because those women who are overly self-conscious about the wrinkles and age lines in their skin (ie the target of this campaign) feel the need to look younger in order to feel younger. I know some grandmas who're still in their 30's. These ads are aimed at them.
dude, get a clue.
For this kind of product, its new and refreshing.
I like it a lot!
no, no, it's not that you're hiding that you're 40 -- the idea, for a youth-obsessed culture, is that "40" is hiding and will sneak up on you.
You know -- "40 is sneaking up on you, Vivienne!"
The message basically is "better use Olay, forty is coming".
Phew!
Someone's finally got it.
hide your age fellas... it a good one - saw it at clio and cannes
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