Renault: Jason

Objects in mirror are closer than they appear.
From 0 to 100km/h in 6.2 seconds.

Advertising Agency: Ogilvy Costa Rica
Creative Directors: Giovanni Bulgarelli, Carla Pravisani
Art Director: Daniel Montiel
Copywriter: Brian Maynard
Photographer: Ivan Castilla
Published: June 2008

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19 comments

iT-iS-i's picture
iT-iS-i
1721 pencils

They really didn't need that "Objects in mirror are closer than they appear" line, it clouds the visual.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

brycetype's picture
brycetype
24 pencils

I'm in no way trying to defend the idea of the ad but when have you ever seen a rearview mirror that didn't say that. There would be more complaints if they didn't use the line.

intertog's picture
intertog
6 pencils

a) All of Europe (not sure about the UK, they are always a little special) does not have this stupid sentence on their rearview mirrors...

b) Photoshop is really bad so not really shure they really run...

Biga's picture
Biga
45 pencils

yep in Brasil that sentence is hardly found

iT-iS-i's picture
iT-iS-i
1721 pencils

All hail intertog, that's exactly what i was trying to convey.

Add insult to injury then burn the candle at both ends.

:: Put your ears against the ground so i can walk over what you heard::

pipe's picture
pipe
2 pencils

i agree, but the idea is not bad, i dont like the art direction.

LeeMoh's picture
LeeMoh
424 pencils

Nooooo!

The line in the mirror IS the ad headline.

Word by word: “Even if a horrible thing in reality is closer than what the mirror shows, you just don’t give a damn while driving a car of 6.2 secs from 0 to 100.”

Even though execution is - may be - not very comfortable...

but nice idea. I like it.

Neil Levy's picture
Neil Levy
314 pencils

can you explain how exactly the photoshop is bad. i'm not an art director, so i'd be curious as to what you mean. the ad looks professionally finished to me. whether or not it's a good idea is more the issue.

brycetype's picture
brycetype
24 pencils

I'm not sure what style they were going for but...do the two or so pictures look like they were cohesively photoshopped together to make one art style. It just doesn't look strong. Nor is it anything especially pleasing to look at. The foreshortening isn't working, it looks as if the guy is not sitting on the same plane as the car. Coulda taken a stronger perspective on the cropping of the mirror but that is personal judgment.

brain123's picture
brain123
830 pencils

Also... Shouldn't the light hitting on Jason be red?
I mean, it's night time, he is standing behind the car and the red tale lights should be on...

STRTLRS's picture
STRTLRS
1607 pencils

OMG. Here we go again... Allow me to butt in. This is simply bad Mr. Levy. Trust us, the art direction is mediocre at best. Jason is clearly a Ken doll with a wardrobe malfunction. The Photoshop work is horrible, just look at how the doll, er, action figure is perfectly sharp on an out-of-focus road. The color sucks and the whole thing is not appealing at all. Verdict: does not work, therefore DOES NOT SELL! Go back to ad school.

www.storytellerscreative.com

---------------
I think, therefore... yeah.

Neil Levy's picture
Neil Levy
314 pencils

dear STRTLRS, i wasn't trying to be rude. i wasn't calling anyone out. just wanted to learn something from different points of view. are you suggesting i go back to school? if so, no thanks. i already have a job. if to them, seems like the creatives have landed at a perfectly fine place. sometimes, when people write comments, it's hard to see if they are being sincere. i certainly was trying to be.

STRTLRS's picture
STRTLRS
1607 pencils

No harm intended. My apologies if you felt alluded. The "ad school" comment was directed at the team behind the ad.

www.storytellerscreative.com

---------------
I think, therefore... yeah.

floydeepurple's picture
floydeepurple
349 pencils

that line on the mirror was not required

LeeMoh's picture
LeeMoh
424 pencils

Think more.

pushpy's picture
pushpy
21 pencils

I am sorry, this ad is previously done by an Indian Creative director, Mohit Arora, lowe lintas, Delhi, India. (2001). Same Idea.

pscs's picture
pscs
440 pencils

Why do cars sold in America (or American built cars) must have "Objects in mirror are closer than they appear" on the side mirrors?

awenindo's picture
awenindo
215 pencils

because americans drive them after all...

Guest's picture
Guest

THE AD IS GREAT. I LOVE IT. IT'S CATCHY AND THE IDEA WORKS. IT'S SO OBVIOUS THAT IF YOU DON'T UNDERSTAND THE PURPOSE OF THE WRITING ON THE MIRRORS, THEN YOU ARE A MORON.
YES, JASON LOOKS LIKE AN ACTION FIGURE DOLL. YES, THE BACKGROUND SCENE IS OUT-OF-FOCUS. YES, IT LOOKS CAMPY !!! THAT'S BECAUSE THE CHARACTERS IN THOSE MOVIES ARE CAMPY AND THE MOVIES THEMSELVES ARE CAMPY.
I GUESS YOU HAVE TO BE AMERICAN OR CANADIAN TO UNDERSTAND, SO I GUESS THE ONLY MISTAKE WAS USING A FRENCH CAR FOR THE AD.

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