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Suzuki Grand Vitara: Rabbit
From 0 to 100km/h in nine seconds.
Advertising Agency: Pagés BBDO, Santo Domingo, Dominican Republic
Creative Director: Rodolfo Borrell
Copywriter: Yaqui Núñez
Art Director: Miguel Peña
Retouching: Nora Castrillón
Photography: SXC
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i had the same exact idea in my book, except it was for a theme park rollercoaster. unfortunately no one ever gets it when i show the piece.
Has it something to do with that light ray on the other side?
i had no idea what the red light beam was in the background but if you look at the other pieces you can tell it's the tail light of the car. there is one more object that is key to understanding why the copy says what it says.
It's so fast that if it is photographed with a normal shutter speed, this is what you get, 'A trail'. And you're right about the tail light. Its actually both the head and the tail light.
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It comes just like that!
Cool campaign. Red tail light idea is pretty clear.
The lighter path threw me a bit on this one, though.
>>>> That's not an ad. THIS is an ad.
WOW!
0-100 km/h in A WHOLE 9 SECONDS?!!!!!?!
When was this truck assembled, 1987?
(NOTE: Sarcasm content)
why is there a animal in each one? it is distracting
It is just to show that this photograph is taken with a fairly-decent shutter-speed to capture the animal in clear still-motion, but comparitively, you get just the trail of the car lights. This shows the speed of the car. It is just for a comparison.
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It comes just like that!
I like the light and the photo itself
www.hkstudiosinc.com
still.. i feel very uncomfortable with the direction...
0 to 100km in 9 sec is the acceleration speed....
but wat is the actual horsepower to make it move so fast???
cos 0 to 100km in 9 sec is really nothing nowadays... and if you want to talk about the speed, putting a figure 100km somehow limits the imagination of the speed..
ad is an art...
art aint ad!!
chirp chirp chirp...
Don't know that much about cars, but maybe it's quite fast for this kind of 'heavy' car, no? Anyway, if that is the brief...
I didn't get it was the backlight and now that I know, I still don't look at it that way. Not working for me and I guess for the average consumer either.
i have just one question: what is a grand vitara doing in the woods, with no road (since it's among the trees)??? makes no sense. oh, i got it, they had to show the animals. :P
and the idea is not so new. if i'm not wrong spain did it for a train, the ad was all black with the rail going from left to right, crossing the background... and it was on fire.
now THAT'S fast. and it makes a lot more of sense (0 to 100 in 9 seconds... so??).
I get what you were trying to get across in your concept with the car moving so fast that although the picture was taken with a fast enough shutter speed to catch the rabbit in mid hop, all you get from the grand vitara are light streaks.
BUT I'm going to have to agree with what most are saying.My eyes went straight to the rabbit since it was illuminated and the light streaks become an afterthought in the background. There is just some sort of disconnect here.
Yes. I agree. Composition in the Art needs to be worked on. Not happening. It apparently gives a wrong idea.
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It comes just like that!
jeez. add a manual to that and maybe a few people will get what a great idea is hidden here. (no new idea btw)
this is a riddle but no ad
Just one question about the shutter speed: can the target group of these ads understand this? I don't think they have much idea of photography.
Very valid point. It has no connect what-so-ever.
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It comes just like that!
ADV 101. Don't under estimate your market. >>>> That's not an ad. THIS is an ad.
True... but there are limits ;)
I think this is pretty clear. Everything is still in the photo except the car (hence the trail of tail lights). I like the photos much - the forest looks a bit like from a fairytail.
What I am not sure about is the benefit. O.k. - it's fast. But do we need an offroad making 100 in 9 seconds? I know that most of these cars in reality haven't been anywhere outside a city but still...