Sundown Sunless Tanning Lotion: Iron

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

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24 comments

Guest's picture
Guest

Great Insight!!!!

Guest's picture
Guest

yessss!

adbrandetc's picture
adbrandetc
66 pencils

This is a fantastic campaign, the device in use is quite sweet. I love how the shadow comes from the object that stops you from getting the sunlight. I don't necessarily think it's quite the only reason people should use that stuff, just heard recently just how very very bad sun damage can mess people's lives up. And frankly anyone that uses those tanning booths should get their head checked because it's terrifying how bad those things are for people.

Guest's picture
Guest

excelente campanha
finalmente algo diferente pra bronzeador.

GMD10's picture
GMD10
142 pencils

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.

Arkadiusz's picture
Arkadiusz
509 pencils

You are right, but the strength of this campaign relies on presenting this brand very close to the women's world and showing how well it understands consumers. I'm not a woman ;) but I think they can strongly identify with this brand, because this brand is one of them, is a woman!

GMD10's picture
GMD10
142 pencils

LOL. Welcome to the club. We are the only 2 so far. Growing strong now. Hahaha.

Some guest called me boring for saying this. And he/she is right. My conclusion is boring. And yes I even call the idea great. Realy connecting to a woman's world.

Only to me the idea would work a lot better for a tour operator selling weekend trips. Than for a lotion challenging the sun as an alternative.

Women and skin care is a whole lot more complicated than most people here like to believe. We sell products not art.

Arkadiusz's picture
Arkadiusz
509 pencils

:)

Everything depends on what You want to reach thanks to the campaign. If You assume that the advertising is supposed to sell product, You are right. But is the advertising selling by its self or the entire marketing is doing it?

I think this campaign can induce women for taking this brand into consideration, to take a closer look on it. And that's the first, great step in the purchase process. Further promises (e.g. performance) must be concluded on the package, in the leaflet, said by the seller or other user... Therefore from my point of view it is very good campaign.

GMD10's picture
GMD10
142 pencils

Hi Arkadiusz,

Love the constructive discussion. Indeed you’re right it will induce women into brand consideration- still no money in the bank though. Then comes the store moment, with all the other tanner brands neatly together on the shell. Probably DOVE will be there too who also made promises to women in their advertising;

http://www.dove.us/#/Products/lotion/EnergyGlow_Tanning.aspx/

On top of that awareness the media had reported on doubtful results;

http://www.sheknows.com/articles/803075.htm

But now she is in the store to make a decision.

I bet 7 out of 10 times women will choose those brands that promise the most on skincare because all are equal as an alternative tanner. They all take away the need for sunbathing. What remains is the satisfaction risk.

I think we as advertising people should acknowledge more that the client makes an investment on which he wants the highest possible return. He is not in it to free our souls or polish the trades of our work. That’s why I mentioned that we sell products not art.

But I respect your opinion. I can see where you and others are coming from. For me induce into consideration is the least you need to do for such products. Even if you're only trying to build a name.

(I searched for the SUNDOWN brand all I could find were online shops http://farmadelivery.com/sundown-gold-locao-auto-bronzeadora-100g.html )

Arkadiusz's picture
Arkadiusz
509 pencils

Yes, that's all truth. However we don't know what the brand strategy is. We can judge only what we can see.
What if the product cannot offer the skincare above average? If the product isn't being made different from other, isn't better (or maybe is even a lttle bit worse), the only what can give the advantage is an emotional brand image.

GMD10's picture
GMD10
142 pencils

True, we don’t know what the brand strategy is. But we do know that it can’t compete with stronger offers on the market. So, you can make the brand look cute on paper but on performance promises it will be dwarfed. And lotions are all about performance. What is the use of building brand likeability that doesn’t survive a fast pace product evolution?

Arkadiusz's picture
Arkadiusz
509 pencils

You know, sometimes it's necessary to be reconciled with the fact that the brand won't be a market leader. I don't know this brand, but it looks traditionally, not to say a little bit in an old-fashioned manner, so probably it isn't innovative product. I suppose it offers the basic usefulness and performance. Probably young, "new-trend-sensitive" consumers which are ready to pay more for the innovation aren't the target group. It's rather a proposal for women searching for the inexpensive product.

On the market there are many brands stressing the skincare. Since this brand isn't able to effectively compete in this aspect, it is searching for other characteristic. So they are saying: "we are giving you the traditional, but good product which very well understands you and your needs". And I think that it can work in their segment.

GMD10's picture
GMD10
142 pencils

Have to be careful now not to sound like discussing for the sake of a discussion. But here I go.

Tanner lotions still defy sensible logic. It is a technical innovation known to be a trend. There is no traditional product history here that build a standard. Before it was only the sun in combination with means to protect yourself against overconsumption (sun crème).

The sun stands for relaxing, not being obligated or occupied. Enjoying a day to its fullest. A natural looking tan proofs that you have such moments in your life.

This lotion tanner only says fake it.

There is no message telling; ‘You are such a busy little bee. You deserve to treat yourself’. It only says; ‘if you can’t get out of the shadows consider tanning yourself with our lotion’.

That’s providing knowledge not satisfaction. Too generalistic to call it brand building advertising.

I get that the product is all about basic usefulness and performance but does it need such creative advertising than??

Now there is more the impression that it is all about the cuteness of an idea. Not the function of a product.

I realy think 'reading' a product and its environment is just as important as coming up with a great idea.

So sometimes you have to acknowledge it doesn’t need wit and cleverness. It just requires you to be smart, not investing the budget in creating and executing a fantastic idea but just plain advertisement.

On a level that the creators probably won’t take pride in posting it here.

Arkadiusz's picture
Arkadiusz
509 pencils

People are more willing to buy brands which they like, so the cuteness of an idea is important too.

Maybe in these ads a short copy is missing, perhaps would be then even better, but still I think that it's a quite good campaign.

GMD10's picture
GMD10
142 pencils

Arkadiusz,

Can I ask which idea are you talking about? To which you subscribe the cuteness and likeability.

Because I divide ideas in 2 types. One, a public view mostly without direct commercial associations. Representing the subtitle joke of daily objects casting a shadow over their free time and the need for tanning lotion in such cases.

The other, the idea you have as an professional creator. Where a connection with the brand is already in your head because you have to judge the creation. Determining if the idea conveys the basic function of the product. Which it does. So, you call the cuteness and likeability of the execution.

If it’s the first - the public view - I think the connection with the brand is too weak. Like I said before the campaign/idea mainly tells about a general alternative in a cute way. About a lotion category ‘sunless tanning’ while forgetting the uniqueness of the brand in the process.

Maybe extra short copy can change that.

But in my eyes there is not a lot of stimulus for storage in the concept. A brain doesn’t work entirely like a sponge, it discriminates what is worth to remember - after it has soaked the entire substance it throws out the garbage.

Garbage = No news. No news = No benefits. No benefits = Low recall of brand awareness.

Especially true for performance products like lotions.

Arkadiusz's picture
Arkadiusz
509 pencils

I wrote about cuteness in the general meaning, not with straight reference to this campaign. I thought that you had also written about it in the a little bit wider context

I disagree with your opinion that this campaign is generating the low brand awareness and recall. Come one, we both know that you described the very simplified scheme of the perception, learning and memory processes (convenient to your needs). Unfortunately my English isn't good enough in order to enter into detailed discussion about these filed and complicated contents.

It looks that none of us will convince second to one's arguments ;) But it's good that we have a little bit different opinions, cause it's giving the intresting possibility to exchange views. Thank you for stimulating discussion and I am waiting for next :)

GMD10's picture
GMD10
142 pencils

Hi Arkadiusz,

LOL. Caught with my hands in the cookie jar. Hahahahaha.

Indeed a simplified scheme of perception (convenient to my needs). But only because I am convinced the ads are too general about tanning lotions.

Not to ram my opinion through your throat.

Thank you back, for a constructive and respectful discussion and I am also waiting for the next :)

Guest's picture
Guest

es okey.

magedmaher's picture
magedmaher
17 pencils

I Like the campaign very much

Guest's picture
Guest

done by a german agency using the products shadow as blocker.

Guest's picture
Guest

wow. very smart

everartz's picture
everartz
7611 pencils

sounds like a good campaign to me, but maybe the headline is a bit misleading and can better written in order to explain the visual more.. the illustration is really good 8/10

| Everartz |

kevgroat's picture
kevgroat
175 pencils

this is the only one not doing is as strongly as the other two....being that it is an iron you don't know what it suggests keeps you away from the sun: housework? just plain busy? ironing alone? the other two insights about a baby and work keep you from getting a tan are great. There can't always be a strong 3 in any campaign but there's gotta be someway to up this single ad a bit by changing the object.

otherwise nice all around

Pencil-Killer's picture
Pencil-Killer
59 pencils

great approach, brazil has done it again!

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