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Concrete

Agency: 
Published/Aired: 
January 2009
Description: 

We had to convince the most manly of men – construction workers and DIYers – that they were neglecting and damaging their most important tools – their hands. And that the best way to repair them was by using our skin lotion. But at the same time, we had to respect the fact that for our audience, tough hands were a badge of honor.

Repairs hands that work for a living.

Advertising Agency: Dentsu America, New York, USA
Creative Directors: Aaron Frisch
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon

Comments (22)

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Highest Rated

eayzie's picture
eayzie
Activity Score 6

superb!

El Barto's picture
El Barto
Activity Score 111

So the stuff turns hand into stone?

lynz's picture
lynz
Activity Score 104

wow, way to think in an absolutely literal way.

El Barto's picture
El Barto
Activity Score 111

Sorry, was it your ad? ;)
Just not really convincing. Literal visual, literal copy, literal interpretation.

consolidated.db's picture
consolidated.db
Activity Score 545

Confused?

Advertising can be tricky sometimes. That's ok.

The thing to remember is you shouldn't take ads literally.

With this particular image, they've exaggerated a truth to set up a problem. (It's tied back by the line in the bottom right corner. Look carefully at the line, then back at the image.) Of course, the product is the solution to the problem.

Always look at the line to see how it compliments the image. That's key.

Hope this helps!

Nidal Almohtadi's picture
Nidal Almohtadi
Activity Score 19

Thanks for your great effort... very nice..

Marlus Lau's picture
Marlus Lau
Activity Score 1808

Huumm...very interesting. A bit gross but very nice.

Tripioso's picture
Tripioso
Activity Score 470

CLeean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

Tripioso's picture
Tripioso
Activity Score 470

Clean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

bhatnaturally's picture
bhatnaturally
Activity Score 95

Awesome execution!

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Well done

joelapompe's picture
joelapompe
Activity Score 3833

Nice hand job if I may say...

lucdesaulniers's picture
lucdesaulniers
Activity Score 1145

Nope.

Hibon's picture
Hibon
Activity Score 3736

This product repairs hands ???? love the idea but i'm not convinced.

Simple ideas are the best !

xcreativity's picture
xcreativity
Activity Score 2374

I've to agree that the copy is a little bit tricky to discover what it means. I guess it takes a reasonable amount of time to find out what's the message this ad (puzzle) wanna transmit.

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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monsieurange's picture
monsieurange
Activity Score 520

Buena campaña, pero el arte no me convence.

cruzialx's picture
cruzialx
Activity Score 194

sometimes it has to be literal cause thats what the client wants ROFL

everartz's picture
everartz
Activity Score 7609

i like it...

| Everartz |

Brain-Art's picture
Brain-Art
Activity Score 1101

Hand lotion for men?... again, hand lotion for men?... WTF?... the ad it's not that bad, i think it's very dramaticle and that makes it exagerated that's why i think it's not gonna work

shortafella's picture
shortafella
Activity Score 1063

good idea makes a good ad. 9/10

kgeiger's picture
kgeiger
Activity Score 7311

Compared to the Philips TVC this isn't that bad...

mayankbarolia's picture
mayankbarolia
Activity Score 144

great work.. love the series!!

eayzie's picture
eayzie
Activity Score 6

superb!

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