Sports Illustrated: Adolf

jesse Owen's greatest opposition didn't run the 100m. There's more to the story than just the game.

Advertising Agency: Saatchi & Saatchi Cape Town, South Africa
Executive Creative Director: Anton Crone
Creative Group Head / Copywriter: Gavin Whitfield
Art Directors: Gareth Cohen, Michele Mueller
Agency Producer: Justin Fraser
Photographer: Ian Anderson

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10 comments

adbrandetc's picture
adbrandetc
66 pencils

I find this ad, grotesquely art directed... they did not need to show his face to score this concept. they could have showed Jesse owens face in the 1936 olympics and you'd have figured it out as it is here you have to literally wikipedia the guy to figure this out unless you are a sports nut. And mainly because no matter how much of a competition this real individual Jesse Owens had to overcome it seems cheapened to overshadow his success: 4 gold medals in the 1936 Olympics.. and it is just disturbing to see that individuals face to this day. Let's be honest this guy caused more problems than anyone else that ever lived. Why try to score creative points with your audience and literally force them to research about Jesse Owens... it disturbs me that the Sports Illustrated brand would allow this particular ad in this form.

Pombooie's picture
Pombooie
407 pencils

Mate burying your head in the sand and pretending that someone didn't exist simply isn't a solution. Would you censor the use of the word abortion, or phrase menstrual cycle? I should hope not. Hitler's face is synonymous with those dark days of the early to mid 20th century, a time that has indelibly left its mark on the human psyche.

This ad is fantastic, the campaign is great.

And you know what disturbs me the most is not that Sports Illustrated ran with this ad, but that you think they shouldn't have.

Guest's picture
Guest

First Who is your audience for this ad? Youth? Because if it is I am a bit scared for it. On the creative are you trying to sell the story of the athlete who won 4 medals, or is the creative direction controversially focusing on Hitler. And ultimately why would you proudly display one individuals face on the cover of your publication to sell your story or campaign. A cover of a magazine or newspaper is the face and the selling point. Do you want your campaign to be sold by Hitler's face? Does this kind of creative execution gain your audience share that your trying to achieve. If so I think I have every right not to buy this publication again and frankly I hope others think twice if this was legitimately done for Sports Illustrated. But thats my opinion and we live in a free world.

Guest's picture
Guest

Yeah, YOUR OPINION, nor anybody elses opinion, if its out there means somebody had to think of it as eye catching. In this times there is no room for general stuff, every individual opinion has become even more and more important then if YOUR OPINION is not in favor of this ad then it is not for YOU! Am not saying i like it either!! Al thought YOUR OPINION isnt less important than anybody elses either am just saying..... did i rumble too much??? well thats my opinion! :P

adbrandetc's picture
adbrandetc
66 pencils

First Who is your audience for this ad? Youth? Because if it is I am a bit scared for it. On the creative are you trying to sell the story of the athlete who won 4 medals, or is the creative direction controversially focusing on Hitler. And ultimately why would you proudly display one individuals face on the cover of your publication to sell your story or campaign. A cover of a magazine or newspaper is the face and the selling point. Do you want your campaign to be sold by Hitler's face? Does this kind of creative execution gain your audience share that your trying to achieve. If so I think I have every right not to buy this publication again and frankly I hope others think twice if this was legitimately done for Sports Illustrated. But thats my opinion and we live in a free world.

shahidali's picture
shahidali
4063 pencils

creative people should be banned from doing durex ad and anything that uses hitler. so overused. almost cheap. bad that satchi is doing such a thing.

shahid

just write's picture
just write
653 pencils

This is bullshit... i think hitler's images should b banned for use in advertising... as they hav been used millions of times...

Guest's picture
Guest

I'm guessing they used Hitler because he's more recognizable than Jesse Owen and has more visual stopping power. That said the default would be just the Swastika.

cmotan's picture
cmotan
187 pencils

it will work.

Guest's picture
Guest

Not to sound ignorant but go ahead and put Jesse Owens face on the front cover, another african-american athlete on the front. how many people will look twice? Now throw Hitlers face on the cover. Its guaranteed more people are gonna notice the magazine and pick it up if they see his face over some black athletes picture. some people may not agree with it but it sure is effective. look how many people said something about it

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