Sundown Sunless Tanning Lotion: Computer
Sundown Sunless Tanning Lotion.
Because lots of things keep you out of the sun.
Advertising Agency: DDB Brazil
Executive Creative Directors: Sergio Valente
Creative Directors: Sergio Valente
Copywriter: Otavio Schiavon
Art Director: Gustavo Victorino
Illustrator: Gustavo Victorino
Account Supervisor: Andre Silveira, Gabriela Guzzardi
Advertiser's Supervisor: Marcelo Scatoline
Published: March 2009
24 Comments
excelente concepto. gran ejecución. felicidades
Bonne idée !
I'm liking the idea, the copy seems pretty good. there's just something about it that doesn't feel right. I can't put my finger on it though. can anyone else figure it out?
Beautiful campaign.Nice concept.
Congratulations!!
These are fabulous.
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"I love some things, and don't love some other things."
I like these. Even though I feel contradicted: lots of things keep you out of the sun- which is why you need tanning lotion. So far so good. But why is there a person sitting in the shade? Shouldn´t the person be sitting in the sun, if the copy was to make sense?
It's sun-less tanning lotion.
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"I love some things, and don't love some other things."
Nice idea
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
strong copy.. nice
Why is everybody saying this is a good concept??
Okay some have their doubts but still they like it.
THe contradiction is in the woman being bikini dressed trying to catch sunrays. The one thing the product says you don't have time for. Expressed by daily objects casting a shadow.
THe same goes for the other ads.
With these kind of products women rather want to know if the performance can be compared to the real thing. No one owns the sun but still it represents the market leader.
This ad communicates to the advantage of the sun. Being irreplaceable.
You are WAY over-thinking this.
Take this execution for instance, here's what's going on: the woman WANTS to get a tan, but she's has to WORK INSIDE, in an OFFICE. Hence she's dressed in a BIKINI but, sadly, under the shadow of the COMPUTER MONITOR.
What's so hard?
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"I love some things, and don't love some other things."
Maybe you are putting too little in it.
You're saying exactly what my post explains; 'If you want to have a tan, go sunbathing. IF time does not allow it, use our product.'
Still conveys the product second to the sun.
This product is in the industry of lotions. All it gets across is which category it represents.
Where does it own a unique benefit??
All sunless lotion tanners claimed convenience when this sub-market got started. AT their introduction that was part of establishing a general definition - as profit (ROI) had to come from people willing to try it.
(Products that defy logic (a sunless tan) create more sense in not buying it. Or cause doubts in its quality like labeling it as make-up or foundation.)
Brands like DOVE know that this stage of product discrimination is already over. They communicate its current development. Like how quick you have desirable results, that equal coverage without stains matters, that you should expect your tanning lotion also to be a skin care product for the ultimate convenience. Etcetera. Etcetera.
In short; they tell how the product has reached maturity and become MORE than a bit of body painting.
http://www.sheknows.com/articles/803075.htm
http://www.dove.us/#/Products/lotion/EnergyGlow_Tanning.aspx/
boy, you are so boring
this ad is great
Parabens dupla,
mais uma vez muiiiito bom!!!!!
http://adsoftheworld.com/media/print/apomeade_vichy_sun_protection_pool
the ad in your link has nothing to do with this campaign!!
| Everartz |
www.techzond.com
great campaign
lovely concept ...nice art
great idea
Literal, but it works. I got the concept instantly, which is should be a given, but is not always the case.
Great concept.
If it doesn't grab you then you're in the 10% it's not targeted to.
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thanks
creative campaign.