On The Job: Concrete

Repairs hands that work for a living.

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.

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

January 2009


El Barto's picture
El Barto
111 pencils

So the stuff turns hand into stone?

lynz's picture
104 pencils

wow, way to think in an absolutely literal way.

El Barto's picture
El Barto
111 pencils

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

consolidated.db's picture
545 pencils


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
19 pencils

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

Marlus Lau's picture
Marlus Lau
1808 pencils

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

Tripioso's picture
470 pencils

CLeean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

Tripioso's picture
470 pencils

Clean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

bhatnaturally's picture
95 pencils

Awesome execution!

lucdesaulniers's picture
1145 pencils


Hibon's picture
3734 pencils

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

Simple ideas are the best !

xcreativity's picture
2374 pencils

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
520 pencils

Buena campaña, pero el arte no me convence.

cruzialx's picture
194 pencils

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

everartz's picture
7609 pencils

i like it...

| Everartz |

Brain-Art's picture
1101 pencils

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
1063 pencils

good idea makes a good ad. 9/10

kgeiger's picture
7287 pencils

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

mayankbarolia's picture
144 pencils

great work.. love the series!!

eayzie's picture
6 pencils


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