Stihl: Warriors, 1

Defeat the forest. Stihl.

Advertising Agency: Scholz & Friends, Berlin, Germany

June 2011


Galo's picture
446 pencils

In times where the whole world is talking about enviromental issues, global warming, deflorastation and all kinds of abuses against nature, I don't think this is an appropriate approach. Sorry, guys, but no.

Hahalexander's picture
140 pencils

I agree, totally unappropriate

Triskac's picture
49 pencils

I dont mind the visual, I quite like it actually, but "Defeat the forest"? WTF... there is only one possible worse copy than that, and that would be "Defeat the rainforest". Bad, bad, bad...

cracker66's picture
163 pencils

Germany's best ad of the year - according to the Art Directors Club Jury. Is it also Your favorite?

Galo's picture
446 pencils

I really like the art direction, it is perfectly executed. But visual is not everything in an add. There is a little something called message. And the one that is placed in this set of ads is completelly wrong. Maybe the Art Directos Club was only judging the visuals, not the whole thing. This is the only excuse possible, although I still think it's unsatisfying.

cracker66's picture
163 pencils

It was not a special category like craft.. Personally I don't think it is perfectly executed.. Looks quite flat and artificial.. I guess TBWA/Paris would have executed it better back in the days.

henito's picture
560 pencils

the copy is probably not the best pick.
but actually the whole concept strongly reminds me of this campaign:

Troll's picture
672 pencils

Would have been cool without the line.

pez's picture
1802 pencils

I think the problem is not the ad, the problem is the product. The copy is a little bit stupid, give you that. But I really think this visual perfect deliveries the product skills...

nikimiunuttum's picture
72 pencils

i think this is a very well executed ad. this ad isn't made for taxi drivers or fishermen, this ad is made for people who are about to buy a chainsaw. I know "defeating forests" is not a good think to talk about but someone does this job, and u sell chainsaw. if you put some roses instead of warriors and say "dont cut trees" what is the point of selling chainsaw and advertising.

Lroffe1's picture
18 pencils

Nikimiunuttum said it perfectly right. You guys do realize this is an ad for chainsaws? You do realize what people use chainsaws for? I love this campaign.

My_friend_Goo's picture
292 pencils

I like it.

The line is a little cheasy and i guess politically incorrect, but whatever

agappehp's picture
108 pencils

Unfortunately I have to agree with some other commentators. The announcement is a chainsaw if you want to sell teddy bears may even ask not to cut anything that he did not cut more reach an audience that lives on it without having to touch the environment I find it complicated.

AdBuzzer's picture
1168 pencils

the copy may sound bad as such, but considering the target group of this ad and product it's a pretty good work as a whole.

Pentastic's picture
53 pencils

The visual is good, the copy isn't. Job only half done.

Rotzgoht's picture
186 pencils

Awesome visual. I would assume this is another Ad lost in translation. It might've been "defeat the tree" or something less about deforestation. I hope that's the actual meaning. It looks so freaking awesome, I can't believe that's the actual message. If so, yay AD, boo copywriter.

Tommy G.'s picture
Tommy G.
897 pencils

Pinch me...terrible approach, really.

Embarrassing campaign.

bhuvneshwar.chd's picture
989 pencils

art is good copy. . . ?

"If you are irritated by every rub, how will you be polished?"
— Rumi

purshotham's picture
457 pencils

Right on Target...

Manoma's picture
1108 pencils

I love... still and again ;-)'s picture
77 pencils

nice one.. skill s exposed

gpernarella's picture
48 pencils

where's the copywriter moral and ethics? total FAIL!!!

rauliten's picture
393 pencils

Excellent art direction!!! Terrible copy (With this visual you don't need a copy just the logo)!!

advocate's picture
268 pencils


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