On The Job Hand lotion: 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: Mike Wilson, Aaron Frisch, Arun Nemali
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon
Published: January 2009
Comments
So the stuff turns hand into stone?
wow, way to think in an absolutely literal way.
Sorry, was it your ad? ;)
Just not really convincing. Literal visual, literal copy, literal interpretation.
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!
Thanks for your great effort... very nice..
Huumm...very interesting. A bit gross but very nice.
CLeean and simple. Nice execution.
Life's a Trip. Enjoy the Ride!
Clean and simple. Nice execution.
Life's a Trip. Enjoy the Ride!
Awesome execution!
--
www.lbhat.com
Well done
Alexander Bickov's Personal portfolio | Twitter | Facebook | Blog
Nice hand job if I may say...
http://www.joelapompe.net / Facebook : Joe la pompe / http://twitter.com/joelapompe
Nope.
This product repairs hands ???? love the idea but i'm not convinced.
Simple ideas are the best !
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
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook
Buena campaña, pero el arte no me convence.
sometimes it has to be literal cause thats what the client wants ROFL
i like it...
| Everartz |
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
good idea makes a good ad. 9/10
hopa, scuze
Compared to the Philips TVC this isn't that bad...
great work.. love the series!!