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S&M

Published/Aired: 
August 2007
Description: 

From now on saddle pain is a choice.
Reskin bike patch. Protection against friction.

Advertising Agency: Duval Guillaume Antwerp, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Director: Sebastien De Valck
Copywriter: Kristof Snels
Graphic Designer: Davy Dooms
Photographer: Koen Demuynck
Account team: Jonathan Moerkens, Matthieu De Winter

Comments (20)

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Highest Rated

karel's picture
karel

same client also, but different product

Have Heart's picture
Have Heart
Activity Score 922

Not bad.

Martijn's picture
Martijn
Activity Score 1888

"Duval Guillaume Antwerp, The Netherlands"

Antwerp is not in the Netherlands but in Belgium.

ivan's picture
ivan

haha, sorry! This is a Freudian slip. I see S&M — I think of Amsterdam. :)

CC3's picture
CC3

Nice idea, nicely shot

coronam's picture
coronam
Activity Score 162

what? no way.

Bocaj Moo's picture
Bocaj Moo

This is brillant. Absolutly

Would have shot it more Paris-Roubaix'ish with dust and all that. More pressphoto.

Ad Junkie At Large's picture
Ad Junkie At Large
Activity Score 554

hahaha why not, I love it

rekker's picture
rekker

something must be burning out of frame?

postman's picture
postman
Activity Score 951

This is a good idea, the point is well exaggerated and visualized. But it should be the other way round, I think: Dress one cyclist in a usual gear (with reskin, no pain) and all the others in s/m-style.

tjb1970's picture
tjb1970
Activity Score 492

weak

ElChapulin's picture
ElChapulin
ivan's picture
ivan

Same agency though.

karel's picture
karel

same client also, but different product

Alex4444's picture
Alex4444
Activity Score 67

Self-indulgent BS.

musback's picture
musback
Activity Score 355

love the idea, don't like the art-direction...
how hard is it to set up this scene with actors in a natural environment? looks so photoshopped, not that i don't like that, but this is too much
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
New Blog @ http://musback.blogspot.com

tango's picture
tango

I like the thought.

It'd be funny if the Bondage dude had no seat and he was just sitting on the pole thing. That'd be funny, well to me anyway.

BOOBJOB LOOBCANNON's picture
BOOBJOB LOOBCANNON
Activity Score 1838

made me lol.

Excellent.

We're going to need more lube.

Davosk's picture
Davosk
Activity Score 4815

Anybody see a resembelance,
http://adsoftheworld.com/media/print/bioracer_cycling_wear_the_chariot
Same Acency, same location, different product.

john2france's picture
john2france

the same idea done before (i don't remember for what but i'm sure of that)

Guest's picture
Guest

already done for rossignol years ago and much funnier

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