Skins: Ice bath

Advertising Agency: The Furnace, Sydney, Australia
Creative Director: Rob Martin Murphy
Art Director: Luke Duggan
Copywriter: Andrew Allsop
Photographer: Mat Baker
Retoucher: Karl Baker
Published: September 2008

Related videos by Shutterstock

10 comments

silifke's picture
silifke

Good :) enteresting ads :)

sneakyhands's picture
sneakyhands
1857 pencils

punish your bike: says ride harder
not your body: doesn't
what you're selling: no idea

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

All right, I get it.
And I like it.

Not the best bike/bike gear ad I've seen, but I like it.
I especially like the economy of art direction and thinking.

At the end of the day of hard riding, it's your bike saying uncle and not your body. I gotcha.

7/10.

Dale's picture
Dale
370 pencils

But do you really 'gotcha'?

What makes this different than any other bike gear ad? This is leaps and bounds better than their other ads, but that's damning with faint praise. In my opinion these ads run the gamut from embarrasingly bad to innocuous. That's not good positioning. There is nothing here that stands out and nothing here that will sell the product.

- Commenting in all caps with poor spelling and grammar is so done before -

- The only thing more rare than a good ad is a good guest comment -

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

"What makes this different than any other bike gear ad?"

For one thing, I've NEVER seen a road bike sitting in a tub filled with ice cubes (to make a simple point.) Secondly, art direction here alone will make this ad "stand out" from among all the other over-designed, cluttered bike gear ads I see in magazines (believe me, I look at quite a lot of those.)

There was a great, award-winning tv spot for Reebok (done by old Chiat/Day) years ago which told the story of a comfortable walking shoe from a dog's point of view. Throughout the spot, the dog is complaining about how his daily walk is getting longer and longer and how he is having a harder time keeping up with the person on the other end of the leash.

Now, let's switch the walker with a bike enthusiast. And the dog with a road bike. The creative construct here is exactly the same. Here, they are selling the comfort and performance of a bike gear. Such rider can now go on a rigorous and extended bike rides/training without a devastating physical consequence. The body copy feels a liiiitle bit clunky for my taste, but it drives the point clearly.

"There is nothing here that stands out and nothing here that will sell the product."

I strongly disagree. And I would think twice before making such a harsh and rash comment. Let's try to look at an ad one at a time, shall we?

Dale's picture
Dale
370 pencils

You do make very good points and can back them up with some good examples. That is quite a bit different than a lot of the comments on this site.

I think we will disagree on this campaign, although I do say that this is the best of the bunch. Perhaps my statement was too harsh and a bit rash, something I do try to avoid here since this place could use more reasoned discourse. You almost have me convinced that this could work, but then what is up with the completely incoherent campaign? Why they aren't pursuing this route further is beyond me.

- Commenting in all caps with poor spelling and grammar is so done before -

- The only thing more rare than a good ad is a good guest comment -

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I was simply commenting on this ad and this ad ONLY.

I totally agree with your assessment on the entire campaign. When you look at it as a whole, it's ALL OVER the place! There's no single focused line of thought. Just a collection of "one-offs", which is SO easy to do...

pabloaotw's picture
pabloaotw
235 pencils

When I see all the 3 ads I don't see a campaign.

Bedazzler's picture
Bedazzler

Just to let you know, they are not part of a campaign.
The syringe ad ran in the Tour de France issue of a cycling magazine and was for the recovery product.
The urine sample ad was a topical ad that appeared in a running mag prior to the Olympics.
And the Ice Bath was the ad that launched the Skins cycling range.
Of course, whether that makes them better or worse, is completely up to you.

Guest's picture
Guest

Good :) enteresting ads :)

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments