Scholl: Rock

Advertising Agency: Lowe Bangkok, Thailand
Executive Creative Directors: Supon Khaotong
Creative Directors: Supon Khaotong
Art Directors: Asawin Techasakulsin, Supon Khaoton
Copywriters: Kittinan Sawasdee, Krai Kittikorn

March 2008


loader's picture
1146 pencils

this one is the best of all three.
very cool.

sodomy's picture
262 pencils

เยี่ยมมากคร้าบ Interesting picture. I love the concept too.

crazylegz's picture
92 pencils

don't get it.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Me neither. And I don't want any forced explanations of the product benefit from anybody, either.
If you don't get it (supposing you are a person of an average intellect) it's not really your fault. It's theirs.

ivan's picture

The benefits of the slippers is that they don't slip. They have a good grip. The visual says the guy has fallen but the slippers stay in place.

krautland's picture
3216 pencils

and how am I supposed to get that they don't slip?
this ad depends on people already knowing that.
I didn't. fail.

ChuckNorris's picture
834 pencils

Are you from Bangkok?

Guess not.

I'm not either, but still get it. You are supposed to get that the sandals don't slip because the guy fell backwards but his sandals are still holding him. Quite a simple idea.

Sometimes we argue with marketers because they think the public is stupid, guess they are somehow right.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

The guy fell backwards???

That's the last thing I understood from looking at every single one of these ads in the campaign! We all look at things differently. And that's probably one of the most difficult challenges of communicating to the masses. "You are supposed to get that..." yeah, but "suppose" if we didn't. Then what? Ohhhh, that's right, we're STUPID!

I don't think you should be so rash to brand the whole public that way just because the agency failed to clearly convey the message visually. Like some said, a line or two would have been extremely useful to help explain this very ambiguous image.

ChuckNorris's picture
834 pencils

Who are you to say the public didn't get it?

You can only say YOU didn't get it.

Everyone in Bangkok might get it, who knows.

I still think it's pretty easy to get, as long as you make a little effort.

A line such as "Non-slippery sandals" would have ruined it, in my opinion.

You say the image in ambiguous, what else do you get from it?

I'm asking because the only message I can get, is the non slip thing.

giusbon's picture
71 pencils

sorry, but that image says "non slippery sandals" only if you already know the product promise. But if you don't, that image might mean something way different. The first thing I thought, for instance, as I first saw the "rock" image was "let your feet reach the top". That's why I think a line would've helped.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Who am I to say the public didn't get it? Just scroll up and down this page and count how many people had trouble with this ad. We're "public", too. Nobody can be sure how people in Bangkok responded to it. And if you think EVERYONE in Bangkok get it, I would LOVE some of that blind optimism in you. I can certainly use it.
Looking at the image, my very first thought was that this guy is trying to pull himself up over the ledge (crawl out of a manhole, etc.) but somehow he's using his feet to do it (I know it sounds ridiculous.) So the message of non-slip sandals totally eluded me because I couldn't even figure out what was going on in the first place.
They could've placed some personal effects (whatever this person might've been carrying or things like glasses) scattered around the feet to suggest accident. Then, it might've helped tell the story a little better. Right now, it's just open to so many interpretations making the ad not clear, let alone quick enough.

speed's picture
83 pencils

You are so right, Chuck Norris, a line such as "Non-slippery sandals" would have ruined it because that's a shitty line. But a line from a great copywriter would have helped in this case.

What throws the message off is the preconceived notion that Scholl's is already famously known for their foot-care healing products, not grip. So without a line, the viewer is left to wonder how Scholl's are helping these feet in a podiatric way.

If you want to ignore the entire brand history of Scholl's, I guess you would come to the conclusion of "non-slip" eventually. Sorry, but give the general public a little more retention credit and that possibly, their minds might wander other places than grip, especially in the case of bunions, corns and calluses.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

That's a very valid argument there. You don't associate Scholl's brand with active outdoor lifestyle. Their whole history is indeed about podiatric care. Why didn't I think of that?

Oh, I forgot, I'm STUPID.

ChuckNorris's picture
834 pencils

Hey don't go there.

Who cares if we disagree about some campaign from fucking Bangkok.

Like they say: It's only advertising.


Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

Nobody cares.
And I still love you Chuck! But I just like arguing with people. You should know that by now. It's just my nature and I can't help it. : (

Big cheers right back at cha!!

ChuckNorris's picture
834 pencils

Now that you explained it, I see why people don't get the ad.

I wasn't very familiar with the Scholl's brand, so didn't know much about the their positioning either.

From looking just at the ads, without any previous knowledge of Scholl's, I go the "grip" idea.

But who knows, maybe they only make sandals in Thailand. Or maybe this is just some fake stuff for awards.

I know "Non-slippery sandals" sucks, but lines with such structure are typical in visual ads.

klaussnow's picture
1675 pencils

hmmm, i'm trying to figure out the rest of the body relative.....egads!

... its already been done...'s picture
42 pencils

nice work

speed's picture
83 pencils

This has taken me way too long to figure out.

Is this not the case for a wee bit of copy?

giusbon's picture
71 pencils

don't get it. And don't like it. A line would've helped, I think.

Tincho's picture
1093 pencils

Agree with Giusbon. Although you have the explanation of Ivan up there, its really hard to get, a line would make it much better.

arstewar's picture
232 pencils


johnnyrod's picture
8 pencils

Looks to me they walked wonder they fell.

BadPhotoshop2me's picture
59 pencils

It looks like BAD UGLY PHOTOSHOP 2 me.

copycop's picture
106 pencils

I don't wanna be the guy who has fallen like this. Oups, bad for the legs... Thank you Scholl, for my broken legs, and for being stuck to the cliff with head down !

Maybe a good ad for an emergency kit, but a bad one for this product.

Enas's picture
741 pencils

i wander how did he fall in...the three ads????? unlogic position

Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

whitespace's picture
1953 pencils

three copywriters and not a single word?

would it kill them to just put 'no slip'?

what's up with ECDs who are also CDs?

why is the sky so high?

why did the bird shit in your eye?

mrtalented's picture
2171 pencils

who are also art director and copywriter?

talay's picture
266 pencils

disgusting feet :)

sodomy's picture
262 pencils

I'm not in bangkok, but I'm Thai.
I think I understand and my Thai friends get it too ^^.
Somehow, it's good to have a lot of opinion.

natesanmohan's picture
25 pencils

Good Idea, I like it.

Hamberwick's picture
14 pencils

Advertisent made for advertisers. I think common people won't get it in a first or second looking, and that's bad cause we are not talking about art, but comunication. Too much charade.

ps: but when you get it, it turns nice!

Life has that kind of contradiction...

I-know-all's picture
53 pencils

cannes.. silver!! ..ummm..thats right!!

All ears's picture
All ears
233 pencils


LeeHarvey's picture
3045 pencils

Gross visual

fay-fly's picture
58 pencils

i get it,though i dont believe it:(

Get-a-Fix's picture
351 pencils

Your best foot forward!


sold's picture
3305 pencils

need a line

capywriter's picture
5509 pencils

not so difficult to understand, even without a line... I just don't like the situations... Whoever goes climbing mountains on slippers? Even if they are supposed to have super grip, everyone would prefer real climbing shoes. Because of that, for me only the one with the lake (diving?) works

wickedcheese's picture
84 pencils

rush job of the year!
and please, bottom line, the slippers are U.G.L.Y.

some interesting photoshopping to get about 5 seconds of viewer attention, another 5 minutes of trying to figure out what the hell the visual is trying to say, and FINALLY, a little less than 3 seconds to forget to check out the actual product in stores.

even the company logo's taken leave. i don't think scholl would be rather thrilled.
no company would be. we all like to show off.

i much prefer thai tv commercials.

androginiest's picture
20 pencils

it's a good concept, but still need a line..

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