One Life: Couch

Each time you sleep with someone, you also sleep with his past.
Get tested for HIV.

Advertising Agency: Bleublancrouge, Montréal, Canada
Creative Director: Dominique Trudeau
Art Director: Sébastien Deland
Copywriter: Guillaume Blanchet
Photographer: Alain Desjean
Published: June 2009

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47 comments

Guest's picture
Guest

It's been done before. But the art direction here s better

Muhammad Imran's picture
Muhammad Imran
614 pencils

sex on toast!!!

Guest's picture
Guest

it should have been "her" in this case... please correct it the next time dear copywriter! ;-)

ivan's picture
ivan

Are you sure? The ad is talking about the guy who the girl is hugging.

Ivan Raszl, admin of AotW

shahidali's picture
shahidali
4063 pencils

i think, the guest above has a point. the visual suggests that the boy is sleeping with the past of the girl. the past is reffered to by so many hands which has touched her before.

shahid

ivan's picture
ivan

I think it's the other way around...

Ivan Raszl, admin of AotW

Guest's picture
Guest

With all due respect, I think you're wrong ivan, please stop being so stubborn.

ivan's picture
ivan

OK. You may be right. I won't push my opinion.

Ivan Raszl, admin of AotW

Guest's picture
Guest

But you're wrong. The copy is correct. "He" has slept with other women so the 'past' is the women he's been with and the current woman is at risk. What's not clear about that? And what's with your arrogant attitude?

Guest's picture
Guest

hey everyone, the his simply refers to someone... it's an impersonal form... just "someone" ! therefore the issue is not what you guys are discussing.

Guest's picture
Guest

Agree, there's even a black guy's hand in there, what is a nice detail We're talkng about the girl.

picntype's picture
picntype
147 pencils

in my opinion that should be 'her' evan...

mmackinven's picture
mmackinven
1598 pencils

I think it can be taken either way:

"Each time you sleep with someone, you also sleep with their past.
Get tested for HIV."

greekdish's picture
greekdish
43 pencils

It is not. What many people fail to realize is that there are women's hands wrapped around the girl in the scene as well. The ad is basically saying the buy is bisexual. Look at the hands on her bottom left cheek, its a woman's hand... as well as other arms/hands from women.

So the ad is correct...it's HIS.

Guest's picture
Guest

do not masturb

Guest's picture
Guest

nope..as u can see, the arms are wrapped around the female..but no arm are wrapped around the male..
which goes to suggest the arm around the female are from the guys past..she is having sex with all the ppl the guy had had sex with..

Guest's picture
Guest

This is the nth time this idea is being repeated. But I must admit, it's quite novel in treatment and execution. And yes, it should be 'her' in this particular Ad.

alexander_bickov's picture
alexander_bickov
3279 pencils

Great idea

hero china's picture
hero china
99 pencils

nice~~

Guest's picture
Guest

this visual doesnt match with the copy. firstly, i'm assuming that the man is heterosexual since he's with a woman.
1. if she is sleeping with him and his past- shouldn't the arms around her be female ones, to indicate all the past women he's slept with?
so unless he's bisexual and has slept with loads of mean who's given him STDs, the visual should show the woman with a lot of female arms around her.

ivan's picture
ivan

If you look close, you can see there are male and female hands.

Ivan Raszl, admin of AotW

greekdish's picture
greekdish
43 pencils

Well said. Some people just dont pay attention to the details.

rolling.stone's picture
rolling.stone
2740 pencils

This one is really good than other ones, other looks like gay freedom kind of.

Geographically conditions can vary, but largely HIV spread while male & female coition, seldom I heard HIV owing to gay relation or lesbo relation.

-------------------------------------------------------------------

~ Quite obviously, I have gathered no moss ! ~

federo's picture
federo
781 pencils

great and strong concept

(nice tanga too)

GX's picture
GX
146 pencils

El concepto no es nuevo pero la ejecución está muy bien lograda.

Guest's picture
Guest

Messaging is familiar but Art Direction is great.

http://dearadvertisin.blogspot.com/

Chori Arg's picture
Chori Arg
173 pencils

don't like how the title was done, i think it takes seriousness out.

Guest's picture
Guest

Wow!

Guest's picture
Guest

muy buena la idea, y el copy lo dice muy bien!!! felicidades a los realizadores

eljorgeluis's picture
eljorgeluis
2 pencils

Muy buena idea y muy bien realizada, y el copy lo dice muy bien!!! felicidades a los realizadores

Jorge Luis Gutierrez - Guatemala
www.eljorgeluis.com/blog

daniel ieraci's picture
daniel ieraci
333 pencils

While I feel compelled to echo the same sentiment that the idea is nothing new, this one definitely grabbed my attention. The 'two guys in the shower' version felt a little bit forced though, not sure why.

Guest's picture
Guest

Ad looks perfect.But its not original or surprising.The theme was used in so many other ways.

About the discussion above; his or her thing; it's a trick of english I think,when we're talking about "someone" (a guy or woman,it doesn't matter) or "somebody" , like "any person" ,we use his.

For ex: "Anyone who doesn't know english grammar well,has to face 'his' illiteracy."

It's the legacy of patriarchal society to the english language.

Guest's picture
Guest

i like this concept ,but execution can be better

Guest's picture
Guest

so mmackinven has the best solution. except single cell

"Each time you sleep with someone, you also sleep with their past.
Get tested for HIV."

Emanresu's picture
Emanresu
2150 pencils

My thoughts exactly, because the wording on the ad makes it seem as though the woman is vulnerable and innocent while the man is an adulterer—I too would have substituted "their" for "his." As Ivan pointed out though, some hands in the visual look to be male hands. I read other comments where some felt opposed for an ad illustrating a woman with a woman, maybe it is too fantasy-like since that's something quiet a few men find in the pornographic world.

HIV can be contracted through oral sex though. It is unlikely but the chances are not 0%. Maybe another heterosexual ad with the woman taking control over the guy would have been preferred over the shower scene?! Just my input.

Guest's picture
Guest

his this is the guest who pointed the "her" thing...good to see people had been talking about what i pointed out...that too to an extent of arguing with ivan!

Guest's picture
Guest

This idea was an old idea mates. I have seen similar idea before. In old idea, there was a couple on a bed, and there are their pasts beside the bed.
So it's not an original idea.

designada grafica's picture
designada grafica
96 pencils

Buena ejecución...

Guest's picture
Guest

I agree with Guest. If the ad is supposed to suggest a promiscuos past of the guy, then the visual should be showing many women hands. What could possibly be a solution is to have the same visual be seen from the other side - the camera could capture the same embrace from the back of the guy with many hands of several women grabbing the guy...

xxx Adams xx's picture
xxx Adams xx
32 pencils

clever

Kamlesh Verma's picture
Kamlesh Verma
68 pencils

I agree with Guest. If the ad is supposed to suggest a promiscuos past of the guy, then the visual should be showing many women hands. What could possibly be a solution is to have the same visual be seen from the other side - the camera could capture the same embrace from the back of the guy with many hands of several women grabbing the guy...

K.Verma

Kamlesh Verma's picture
Kamlesh Verma
68 pencils

Above visual doesnt match with the copy. firstly, i'm assuming that the man is heterosexual since he's with a woman.
1. if she is sleeping with him and his past- shouldn't the arms around her be female ones, to indicate all the past women he's slept with?
so unless he's bisexual and has slept with loads of mean who's given him STDs, the visual should show the woman with a lot of female arms around her.

K.Verma

xam's picture
xam
51 pencils

So sharp idea !VEEEEEry great !!!

Guest's picture
Guest

nice & so true !!!!

manumartin5's picture
manumartin5
1202 pencils

Very sharp concept , executed in simple manner. !!!

murrey87's picture
murrey87
34 pencils

Simple and effective. I love the idea.

Shiply on Smart2020.org

anitkukreja's picture
anitkukreja
2 pencils

wonderful ad to make someone feel a mistake he is going to make...I'd like to be copywriter can someone guide me????

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