Reckitt Benckiser Brasso: Leg

Brasso, cleans metals.
Polishes and brightens metals and chrome surfaces.

Advertising Agency: JWT, Mexico
Creative Directors: Alvar Suñol, Manolo Techera, Alvaro Zunini, Santiago Chaumont
Art Director: Manolo Techera
Copywriters: Jorge Falcón, Andrés Pedraza.
Photographer: Leon Chiprout.
Producer: Mayra Brito
Published: 2006

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68 comments

Wild's picture
Wild
14 pencils

Very cool.

Rog's picture
Rog
6094 pencils

Not...quite...getting it.

>>>> That's not an ad. THIS is an ad.

Rog's picture
Rog
6094 pencils

Juuuuuust got it! :D
Very agree, Wild!

>>>> That's not an ad. THIS is an ad.

Bundy Agency's picture
Bundy Agency
597 pencils

oh i get it shes a stripper with a shiny pole,
do you think regular pole shining people will get this

A. J. SMITH's picture
A. J. SMITH
2838 pencils

I would love it if this was a scratch and sniff ad, it would have that baby oil/cheap perfume smell that strip joints and brothels always seem to have. Cool.

lchiesi's picture
lchiesi
130 pencils

Great Campaign, although i think it's maybe too smart for the target.

Rog's picture
Rog
6094 pencils

Handy men around the house would get it.
They certainly wouldn't mind taking the time to figure it out.
Female home makers, on the other hand...ouch!

>>>> That's not an ad. THIS is an ad.

gluebrand's picture
gluebrand
119 pencils

I got it first look. Which is worrying. Great campaign though.

Black Pencil's picture
Black Pencil
50 pencils

The out-of-focus pole in this ad helps piece the puzzle together. But a toughie to understand otherwise, I think.

otto54's picture
otto54
381 pencils

10 min to understand but very nice idea

marco's picture
marco
118 pencils

Do you all actually believe that consumers who ACTUALLY buy this product will like the ad?

I could be wrong in this, but do men buy Brasso more than woman do? I don't think so;
so how is this appealing to the main consumer whom i'm sure are woman?? Like half your mums?

kre8's picture
kre8
989 pencils

who invited the suit?

it's a creative ad. this is a creative site. it communicates the benefit of "makes things shiny". job done.

dont you have a client to go and schmooze?

:)

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

I agree with you partially. But I think that as an advertising site, AOTW should expect more from us than simply commenting on the pure creativity behind an ad. We should also be able to comment on whether or not the ads are effective at reaching the target audience, ultimately encouraging them to make a purchase. This ad fails at that. Advertising is about much more than stretching our creative wings. Otherwise, it would simply be called 'art'. But to say 'job done' is a farce. If it's not getting my mom to open her purse, then this is certainly not done.

kre8's picture
kre8
989 pencils

oh dear, we're being invaded...

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

ha, I'm actually in creative, and very good at it because I understand advertising. And the fact that you don't see what I'm saying shows that you don't. Otherwise you'd know what our goal is - to give clients a return on their investment in a creative way. But being creative with no benefit to the client that's paying you is not advertising. It's called sitting in your basement working on really creative work, but wondering why no agency's are calling. Label me a suit all you want, but I would hope that you have something a little better than that, you creative guru you. What agency are you with again?

kre8's picture
kre8
989 pencils

no agency you would know...
im a junior suit trying to make it in the finance department.
my previous experience includes stints in media and brand planning.
like you, i feel the need to actually prove how good i am.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

i'm not trying to prove anything man. I made a comment above and you responded by calling me a suit, which as you'll know in the creative department is an insult. I don't like arguing in here, but i'll certainly stick up for myself. And I don't understand why you'd be calling people suits anyhow if you yourself are a suit. Anyways, forget it.

kre8's picture
kre8
989 pencils

it's an insult to be called a suit? sorry, i never knew that.
do you think it would be better for me to become a creative, like you?
what would i have to do to get into the creative department?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

we both know you were using it as an insult. "Don't you have some clients to shmooze?" I don't have time for sarcasm. The lowest form of humour. thought we were capable of intelligent conversation here. my mistake.

kre8's picture
kre8
989 pencils

thats cool...
one of my ways of trying to become a creative is to see other peoples portfolios online, and see what they're doing.
strange thing is, a google search of you only came up with your comments on aotw.
i guess you must be using a pseudonym for your cannes and one show entries.
my mistake.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

I don't remember ever saying anything about cannes. but good effort.

kre8's picture
kre8
989 pencils

"I'm actually in creative, and very good at it" = cannes.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

that's pretty narrow thinking.

kre8's picture
kre8
989 pencils

Well, it's narrow because I'm working to align my target market with my
critical message. We've also got to consider that the nature of our argument
is only selective when the one true thing is relevant. And in this case you
have no "one true thing", only a sad baseless sentence that is only
reactionary and nothing more. I approached you with a simple communications,
a quote of a statement you made previously along with a simple cause and
effect equation. Only to illustrate the fact that talking smack doesn't win
awards. And in this case, which is your case, it doesn't even sell products
(which is yourself). So in the end we have a writer who can't write, a
talker who can't work and a sad baseless reactionary statement that falls
flat at first read.

Here's another equation

You = Suit thoughts
Suit Thoughts = narrow

So in the end

You = Narrow

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

I said that I was good at what I do. sorry if that threatens you in any way - it shouldn't, but clearly it has. The ironic thing is that now you're worried about aligining your target audience with your message, and this all started because you didn't see the importance of that with this ad. But instead of trying to make this a conversation from the beginning, you resorted to childish name calling. i'm done here.

esotericusername's picture
esotericusername
313 pencils

I think he was mocking you. Didn't get that?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

alright, sorry guys. you're right, fuck the target audience.

esotericusername's picture
esotericusername
313 pencils

Last Word.

kre8's picture
kre8
989 pencils

suit.

esotericusername's picture
esotericusername
313 pencils

I hear you Paul, you've got a good point, a really good one in fact. The ROI is completely screwed on account that the psychographic and demographic alike are non-linear. Under the cross target analysis you'd think they'd see that the M.A.C.A. analysis was incoherent to the sustaining voice and pungent nature of the ad and underlining message. Furthermore it bothers me that the color analysis of the aforementioned target data doesn't align with the variable spectrum table that Ogilvy himself promoted.

You and me, we're the only one's who know what's right.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

alright. all I ever said was that the ad should keep in mind who it's selling to so that it encourages a sale. I guess I shouldn't expect a response for a while, or however long it takes you to open your thesaurus.

esotericusername's picture
esotericusername
313 pencils

That's what I said. We're on the same page here.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

yea, sure.

esotericusername's picture
esotericusername
313 pencils

You have a spelling mistake.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

so do you.

esotericusername's picture
esotericusername
313 pencils

you do too.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

yea, we established that already. but good one

esotericusername's picture
esotericusername
313 pencils

You've got a spelling mistake. Y-E-A-H

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

yea is a commonly used deritive of yeah, look it up. yours is actually a mistake.

esotericusername's picture
esotericusername
313 pencils

What's a deritive?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

typing too fast. let me know when you find yours.

esotericusername's picture
esotericusername
313 pencils

"Yours" is not something you can find.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

stall all you want.

esotericusername's picture
esotericusername
313 pencils

Last word.

Rog's picture
Rog
6094 pencils

GROOOOUP HUUUUUUUUUUUUUUUG!

>>>> That's not an ad. THIS is an ad.

Joe76's picture
Joe76
772 pencils

I´m totaly agree with you Pauly

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

glad to know i'm not the only one who sees the importance of reaching your target audience.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

Use Brasso - Client Lube.

Yeah use that line.

They'll love it.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

My mum doesn't use Brasso to lube her pole than k you very much!
;-)

Slashh's picture
Slashh
294 pencils

Finally, a pole! Though I'm still not sure it's clear enough that it's a stripper pole. (Considering that it's out of focus and on the edge of the page.) Nevertheless, she seems to be really proud of that broken leg doesn't she?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

A shiny pole doesn't mean it will be slippery. And I would think strippers would be used to polishing poles by now.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

That was exactly my problem with "a spider with broken legs" for a wood polish from a while back.
But I guess it's not as big a logic problem as I made it to be.
Just took me a little longer to accept it is all...

Desi's picture
Desi
1052 pencils

Oh, didn't know that the stripping pole is metallic, because out here you get only a lap dance :)

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I don't quite understand the whole obsession with the pole dancers. Is that a Mexican thing?
If you really want to blow out the campaign, BLOW IT OUT! Show an "injured" firefighter
coming down that "you-know-what" at a firehouse or something. There are other ways to go about it
than just showing the sleasy male entertainment. This is NOT a campaign execution.

That said, this particular ad is the only one that clearly works as a stand-alone piece. And I quite like it.
I remembered that scene from True Lies where Jamie Lee Curtis goes down on her ass pole dancing for Arnold. :)
Hilarious!

esotericusername's picture
esotericusername
313 pencils

You've never been a pole dancer have you?

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

sorry everyone for the excruciatingly pointless argument above. I wish I could retract my participation.

esotericusername's picture
esotericusername
313 pencils

It's okay.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

ha, you're an ass. let it go.

esotericusername's picture
esotericusername
313 pencils

ha, you're one of those last word guys.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

ha, what are you talking about? so are you.

esotericusername's picture
esotericusername
313 pencils

Yeah.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

so am i, the only thing that will end this is the end of my work day and I have to go home.

esotericusername's picture
esotericusername
313 pencils

Yeah.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

this has become quite the pathetic showdown.

Rog's picture
Rog
6094 pencils

GROUP HUUUUUUUUUUUUUUUG STRIKES BACK!

>>>> That's not an ad. THIS is an ad.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

They could have just used Heather-Mills.

No-one else is going to give her any work.

Not that she needs the money anyway, the gold-digging, talentless witch.

A. J. SMITH's picture
A. J. SMITH
2838 pencils

Ha ha,

These massive arguments crack me up.

Come on!

juliangray's picture
juliangray
989 pencils

creative, but not effective. its a portfolio ad, out there in the real world wouldnt work out at all.

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