Scouts Canada: Search engine

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Advertising Agency: Target, St. John's, Newfoundland, Canada
Creative Director: Tom Murphy
Creative Group Head: Jenny Smith
Art Director: Bruce Hamilton
Copywriter: Jim Francis
Published: December 2010

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15 comments

luispiter's picture
luispiter
2756 pencils

mmmmm its bad

HappyHour's picture
HappyHour
2387 pencils

Simple, and feels familiar but overall a pretty good series - this is the best one.

CuriousPencil's picture
CuriousPencil
4227 pencils

As an adult I can see the value of this; as a kid, this may well have scared the bejeezus out of me - I thought Scouts was supposed to be organised groups, not abandoned tents; I do like the idea but it seems clunky and unfinished: is the TA the parents or the kids?

HappyHour's picture
HappyHour
2387 pencils

Good point about the tent being alone - should've shot their own photos. The TA is definitely parents, though.

CuriousPencil's picture
CuriousPencil
4227 pencils

Then they're off target on the whole campaign. This is a nice series for developing a healthy love of the great outdoors, but it says zero about the benefits of scouts. Their (very basic) website says: "Scouting promotes the importance of values such as integrity, honesty, responsibility, patriotism, courtesy, perseverance, cooperation, tolerance, teamwork, leadership and respect for community, nature and spirituality."

As opposed to "A nice view". It would have been more useful had the agency reined in the fancy and actually addressed the situation instead.

HappyHour's picture
HappyHour
2387 pencils

I guess they picked out the "respect for nature" part and went with it.

I disagree with you, though, that it's off-target. Anti-facebook, -internet, -texting, etc. sentiment runs so high among baby boomers when it comes to their kids. It's almost like rock-n-roll was with their parents. So I think this set will really strike a chord and suggest a good way to give their kids a little direction toward what they consider to be true experiences of value.

CuriousPencil's picture
CuriousPencil
4227 pencils

Baby boomers though? Aren't we already nearly at the generational stage where today's parents of scout-eligible kids are the *children* of babyboomers? I do see the point they're making ('throw down the Xbox and go make a campfire') but surely this is about 10 years late: the parents this tries to appeal to were brought up with computers themselves I reckon, or if not, are in the last 2-year window where that's not the case.

shahidali's picture
shahidali
4071 pencils

Though I don't know the TG, I'm assuming, contrary to the prevailing belief of some of us here, that the TG is the school students. Cause, this ad embodies the adventure and excitement that mostly school students will be able to connect to.

This one is the best of the series and the only one in direction and the execution is superb. The 'friends' one is strongly short in execution; and the screensaver is ambiguous; the dirt one is too imposting to be exciting.

shahid

mdb1974's picture
mdb1974
411 pencils

This digital age is very frustrating to a parent. Kids are absorbed in it. This is appealing to the target. Very.

Sdb's picture
Sdb
1364 pencils

Is it sunset or sunrise?

Sdb's picture
Sdb
1364 pencils

The copy is also intriguing!

busyb's picture
busyb
115 pencils

my only concern is: one tent?! a scout leader and a young kid alone in the middle of nowhere? frightening.

Stayzk8's picture
Stayzk8
67 pencils

If I were a parent I wouldn't let my kid be isolated in this kind of place. seriously?why one tent?

Stayzk8's picture
Stayzk8
67 pencils

If I were a parent I wouldn't let my kid be isolated in this kind of place. seriously?why one tent?

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