Steimatzky: Read more

Advertising Agency: Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Israel
Chief Creative Director: Gideon Amichay
Creative Director: Tzur Golan
Creative Team Leader: Amit Gal
Art Director: Ran Cory
Copywriter: Geva Kochba

August 2008


Ronas's picture
30 pencils

NO. NO. NO. Stop doing crappy advertising

ivan's picture

Please be more constructive and avoid bad language. Thanks a lot! :)

CGilb09's picture
572 pencils

Not to be an instigator, but when did "crap" become a bad word? I grew up in a pretty strict Catholic household and that one wasn't even off limits.

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Neil Levy's picture
Neil Levy
314 pencils

i like this a lot. it's simple and funny and i think a great truth. nice job. i hope you all got to do other mediums as well. i bet there's funny television in this idea, seeing a man with a small head trying to navigate the world then revealing it's small because he doesn't read.

thirty6chambers's picture
1464 pencils

I hope that was sarcasm...

OUTFIT's picture
46 pencils

I agree with you Neil, it's a very cinematic idea.
Also, the first thing that came to mind when I saw the visual was "Beetlejuice" movie. The scene when they were shrinking heads with some voodoo dust...
Overall, I admire your attitude man. Wish more folks on here would stop with their rude comments and act like grown-ups...just a little :)

STRTLRS's picture
1601 pencils

You strike me as the suck-up type.

I think, therefore... yeah.

Fabian Kirner's picture
Fabian Kirner
270 pencils

Well said, OUTFIT! The problem is: most of the guys posting stupid comments
are indeed little boys, students, or misstaken Junior Art Directors.

Come on guys: Don´t just post dumb sentences... DO IT BETTER!
And after you´ve won some awards we can start talking about advertising.

CGilb09's picture
572 pencils

The way I see it, your generation is making a lot of bad work right now. So why should we always trust what you have to say? The future of advertising is in the juniors...we're not as stupid as people would like to think...we just see the world differently than you. Get off your high horse.

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Ronas's picture
30 pencils

That´s "Do it better" its so easy to say.

Why don´t you do it better and we congratulate you instead?

This AD sucks.

sunilcreates's picture
166 pencils

I do agree with u.

Neil Levy's picture
Neil Levy
314 pencils

sarcasm from my comment? not intended to be. i think it's a good idea. i don't hate it. that's why i put my name by my comment . because the people who created this (and most ads on this site) try hard to do decent work and i'd want my work shown the same courtesy. whether anyone likes the ad or not is open to debate. but how we treat fellow creatives shouldn't be.

sunilcreates's picture
166 pencils

I agree with Neil. Its really good work.

Neil Levy's picture
Neil Levy
314 pencils

thanks for the kind words, OUTFIT. i've said it before and i'll say it 1000 times: we all work with each other whether we realize it or not. this is a small, small industry and every one of us goes through enough hoops in our respective countries trying to get halfway decent ideas out of our own shops and then in front of clients and then produced. it's tough. and can lead to frustration, resentment and bitterness. i think most people on this site are inherently good. and i believe most people who post ads to this site will eventually do good work even if they haven't yet. or do more if they already have. because by coming to a site like this you basically are admitting you care about advertising (which is a good thing, i think since the industry as a whole needs help). so be honest about what you like or feel. be direct. tell the truth (as well as you know it to be). but above all, be friendly.

i have no reason to write any of this other than because i truly believe if we don't do our part to improve advertising as an industry, none of us will have jobs. and personally, i don't know what else i'm qualified in life to do! sorry to write so much. i'll stop now.

STRTLRS's picture
1601 pencils

Your head must be gigantic.

I think, therefore... yeah.

Ronas's picture
30 pencils

I don´t agree with none of you.

Sarcastic, sure it was, but this is a cleary bad ad.

It´s a bad Art Direction, it´s a bad copywrite. And why?

Because that´s a first idea.

We have to do our best. Try to win a Cannes Lion on every job, and not to be happy with a first funny idea, which has already been made.

Sure this works. Pass the message "If you don´t read and stay all the day in from of the TV, your head will be smaller.", but it´s not creative. It´s obvious.

Sorry if you are made with this comments. They are not personal. But instead of being mad, maybe you can rethink your work. Not for me. For you.

In this area, critics make us grown.

sumsum's picture
615 pencils

I'm totally with you in any point.

capywriter's picture
5509 pencils

So you're actually saying we should only focus on winning awards, making ads for ad jury's... even if it doesn't sell our client's product?
Well... it's the endless discussion, isn't it.

I really love this site and I've noticed how it pushes my own creativity, my way of thinking, my conceptual skills... BUT over 75% of all posts are not made to understand by common people. People who don't watch this kind of sites all day. People who most of the time can be pleased and seduced by just a funny visual, like this one (with a message that is clear as well).

As a creative I also want to come up with something new, something original, something with a clever insight... but accessible for the target. And that's not easy.

By the way, don't forget, as you all know and have experienced (without a doubt), that what you want and think is best, isn't always what the client wants. And starting with a brilliant but maybe somehow 'difficult' idea frequently ends up as an average but better to understand idea. An eternal fight.

Ronas's picture
30 pencils

Ok, i agree with you. But i don´t say that we only should do ADs for prizes. I said that we should look for the best way to do the AD.

This is a clearly first idea.

This is obvious.

This sells the product? NO. This sells a idealism. Sells "com´on people, read more and stay less hours in front of the TV". This is the product?

NO. Its a concept.

johnny_corvair's picture
42 pencils

First idea doesn't mean bad idea. What's the appropriate number in sequence of ideas that re good? 5? 11? 38?
It may be obvious...which can be a good thing. Too many ads these days are too cryptic. You need to examine them and dissect them for minutes before you get the idea, if you even get the idea. That's not advertising.
The true test of a good art director is if he doesn't push his idea too much.
This ad works very well. Simple, to the point and stands out.'s only advertising.

Let's see what amazing stuff that you've done so we can critique it?

roi zhang's picture
roi zhang
132 pencils


sparky's picture
454 pencils

no idea is bad. they are just paths to the best idea. this is just an early path so should be pushed some more.

ace85le's picture
3939 pencils

The objective of this ads is to call for people to read more books, not to read more Steimatzky's books.

Like many other ads, this one has one of the biggest mistakes. They're trying to promote an industry instead of a product or a brand. There is absolutely no unique selling points conveyed.


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Grrrr's picture
1961 pencils

Ace Le 1 Neil Levy 0

witness505's picture
137 pencils

The ad is no masterpiece but I think it's okay.
But I must disagree on calling it a big mistake.
The priceless campaign by master card is a concept which works on Visa too. Heineken commercials works on Bud.
The objective is NOT the promoting of the industry, it's the promoting of a concept which strenghtens the brand.

anne_one's picture
152 pencils

Scale gags are so cool

halfstring's picture
288 pencils

I'm pinching your head!

Rockland's picture
101 pencils

sigan jugando playstation!


jimkuz's picture
410 pencils

I like this ad a lot. Attention getting, thought provoking, clever,
simple and clear – you get the point immediately.

jerier83's picture
17 pencils

I agree with both of you. Now i'll write in my own language because this feeling is also for latin advertisers.

Considero que ambos tienen razón. Se trata de buscar las mejores idea que nuestros clientes, presupuestos y tiempos para pensar nos permitan, pero no para ganar un cannes ni un london. Nuestro trabajo no es ganar premios, sino hacer la mejor comunicación posible para nuestras marcas. Es cierto, amamos la excelencia y buscamos reconocimiento personal, pero no por eso podemos sentirnos con derecho a insultar el trabajo de otros países, redes o agencias que posteen trabajos con algunas falencias. Es cierto, muchas veces he visto piezas que odié, pero no por eso posteo comentarios con el único propósito de hacer mierda el trabajo de otros creativos como yo. Respeto el trabajo de mis colegas, o al menos, trato de hacerlo.

No se trata de callar si algo está mal, sino de ser constructivos, como dijo Ivan.

Además me imagino que ninguno de nosotros es Sebastian Wilhelm, Erick Vervroegen ni Marcelo Cerpa como para creerse superiores a los demás.

Ah, y por cierto, ese aviso tampoco me gustó. Creo que jugar con cosas pequeñas ya es un recurso bastante visto. También considero que el arte pudo estar más interesante.

Es todo.

sunilcreates's picture
166 pencils

Its a really good Work.

simon.gross's picture
541 pencils

I like this ad. It's an instant get, and it's funny.

Rockland's picture
101 pencils

lo de jugar con cosas pequeñas puede que ya este usado, pero creo hay excepciones ante cualquier regla, y me parece brillante burlarse de la tv, con un impecable uso del humor negro.... para mi,
eso es lo genial que tiene la idea.... y hablando de la ejecución, me parece que pudieron ser mas esforzados.


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