Crossword puzzle

March 2010

To demonstrate the universal ability of Pattex to stick anything to anything, the brand sponsored the crossword in a popular Egyptian daily and magazines. When solved, you see that different materials are joined seamlessly, thanks to the power of Pattex.

Print advertisment created by TBWA, Egypt for Pattex, within the category: Office Equipment.

Advertising Agency: TBWA, Cairo, Egypt
Creative Director: Arindam Sengupta
Art Directors: Sameh George, Youssef Gadallah
Copywriter: Ahmed Refaay

Comments (17)

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atb2005's picture
Activity Score 13557

Egypt has been doing really well lately when it comes to advertising. Great concept!

tirthomitro's picture
Activity Score 2758

Egyptianism at its best...

they showed me a picture & i laughed
dignity has never been photographed

Hiperion's picture
Activity Score 3138

the best in what?

Hiperion's picture
Activity Score 3138

the best in what?

whatthefudge's picture
Activity Score 1266

It seems as if TBWA's office in Cairo recently has discovered AotW.

Dzsoi's picture
Activity Score 8508

Pretty lame execution. I mean, most of the definitions are 'xy is made of' types, some are a bit more interesting (also a music genre), and some are very lame: Don't throw stones if you live in a {glass} house?!

atb2005's picture
Activity Score 13557

Please share your own definitions. I don't think they were trying here to create a mind boggling puzzle; just a simple puzzle that visually supports the copy.

Dzsoi's picture
Activity Score 8508

I am sorry, but if you are a copywriter you can't lay back when the idea is ready. If you come up with a cross-word puzzle idea, you have to write (at least) an average cross-word puzzle, so people may want to solve it. For glass, it would be enough something like: 'You can see through this' I didn't say all was wrong but it's uneven. Don't throw stones if you live in a ... house?! This is so fcking stupid and straining that it makes hard to solve.

atb2005's picture
Activity Score 13557

I am not trying to argue with you. I appreciate your comments. I can tell that you are smart! However, as I already said, the idea here was to create a basic puzzle (they didn't mean to insult your intelligence) that just visually illustrates the copy "that anything sticks to anything". This wasn't meant to be Sudoku challenging or win an award for the best word puzzle. Again, you and I would have to agree to disagree. ;-)

TJC79's picture
Activity Score 16

I thought this was done well. It isn't so complicated it consumes too much time to complete. The goal is to get the 'complete' message to as many ppl as possible. A more realistic crossword puzzle would turn off a majority of ppl.

Now if their audience was strictly the puzzle lovers then yes... they failed. Some how I don't think this was the case.

Dzsoi's picture
Activity Score 8508

I am not saying it should be more boring / exciting, just some definitions are a bit clumsy and could be a bit better. Like... 'Almost everything around us is made of:' (plastic). Why not 'Barbie and Ken are made of:'? Maybe not, just my subjective opinion. Seems like many of you are fine with the copy, so it can't be that wrong.

listenthinkimplement's picture
Activity Score 64

Lame. Lame. Lame

xcreativity's picture
Activity Score 2374

not a fan

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

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everartz's picture
Activity Score 7609

well yea... but i think its boring somehow.. but ok..

| everartz |

AssassinX's picture
Activity Score 1329

Haha I also did a poster for Pattex in a more direct way. I think the Eygptian is a bit too complicated.

Mine is here:

Appolonia's picture
Activity Score 298


ffffffwhat's picture
Activity Score 261

Sort of reminds me of those old Polo ads...the small but tough ones.

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