Ride harder.
Advertising Agency: The Furnace, Sydney, Australia
Creative Director: Rob Martin Murphy
Art Director: Chad McKenzie
Copywriter: Sean Birk
Photographer: Danny Eastwood
Head of Art: Paul Fenton
Group Account Director: Amy Cadwallader
Account Manager: Julia Thomas
Published: August 2009
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18 Comments
So the benefit is that your head will look like massa's head. Yet it is a nice photo.
So, in addition to avoiding cars, pedestrians, trees and lightpoles, we have to avoid bugs as well when using these helmets?
they're not advertising helmets.
its an ad for skins that make you ride faster
Wow, they are not selling helmets?
It is even worse than i thought then... If you dont know there products, you wont understand it.... And think its helmets (if you even like the campaign, wich i didnt)
But well, does it make any sense at all? Or is it just a beautiful image with an old and nonfunctional idea?
It's a lovely graphic, but the message makes no sense whatsoever. I wouldn't purchase this helmet based on the ad. Furthermore, I'd fire the agency.
Three ads all the same except for the bug. Not great.
what is it about bicycle helmets that make it so impossible for their ads to have a sensible strategy
http://adsoftheworld.com/media/print/lazer_bicycle_helmets_rabbit
Because everyone has had the "sensible strategies" yet the client still wants to sell these over-designed bits of crap that look like something out of a sci-fi movie and you really won't want to be seen in unless you are really into lycra as well...stil I suppose they do save lives....but not bugs lives....oh It's just an ad...why not just appreciate that someone had the job to sell this to someone who paid him to do it, and leave it at that. For gods sake any idea is better than none at all.
Awful..... just like this other one u linked above....
What is it that bicycle helmets industry wants us to think?
Helms are so wonderful that makes your bike run 500% faster? In the real world it helps in what, 3%?
If an insect can shatter the helmet just by flying into it, what good will it do my head?
They are not seling bike helmets.
The photography is nice, but the campaign is entirely too misleading. Everyone seems to think they're advertising bike helmets. Look down. They're advertising bike shorts.
http://adsoftheworld.com/media/print/corbis_one_idea?size=_original
So your brain will be split like a walnut. Great. Fail.
Another bug splatter idea to show speed. This time mixed in with the 'bullet through an apple' idea that's so popular with bike advertising. Recycling two old ideas in one ad does not make it original.
Yawn.
Shouldn't the bug implode on one side. And explode out on the other? Right now it looks like two exit wounds.
Remember, people: "Back... and to the left. Baaack... and to the left."
if the bug is a bullet, what about riders' brain...?
i think it is miscommunication...
execution is fair, mesage coding totaly wrong.
sorry.
Two stars for decent photography. Unfortunately, as a lot of these comments show, the message of the ad is open to complete misinterpretation. Even if Skins sell bike helmets, this ad does nothing to promote their goods. Without out knowing what exactly Skins is or does, it's difficult to make suggestions for improvement - but this doesn't work.