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: Aaron Frisch
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon
Published: January 2009

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22 comments

El Barto's picture
El Barto
111 pencils

So the stuff turns hand into stone?

lynz's picture
lynz
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
consolidated.db
539 pencils

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
19 pencils

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

Marlus Lau's picture
Marlus Lau
1806 pencils

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

Tripioso's picture
Tripioso
468 pencils

CLeean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

Tripioso's picture
Tripioso
468 pencils

Clean and simple. Nice execution.

Life's a Trip. Enjoy the Ride!

bhatnaturally's picture
bhatnaturally
95 pencils

Awesome execution!

alexander_bickov's picture
alexander_bickov
3279 pencils

Well done

lucdesaulniers's picture
lucdesaulniers
1147 pencils

Nope.

Hibon's picture
Hibon
3731 pencils

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

Simple ideas are the best !

xcreativity's picture
xcreativity
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
monsieurange
520 pencils

Buena campaña, pero el arte no me convence.

cruzialx's picture
cruzialx
194 pencils

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

everartz's picture
everartz
7611 pencils

i like it...

| Everartz |

Brain-Art's picture
Brain-Art
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
shortafella
1055 pencils

good idea makes a good ad. 9/10

kgeiger's picture
kgeiger
7051 pencils

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

mayankbarolia's picture
mayankbarolia
144 pencils

great work.. love the series!!

eayzie's picture
eayzie
6 pencils

superb!

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