Toronto Squash Open: 2007
Women's professional squash. It's irresistible.
Goodlife fitness 21 McCaul Street, Toronto, Ontario. Watch the matches for free.
Advertising Agency: Travis Shorrock, Toronto, Canada
Art Director: Travis Shorrock
Photographer: AKA Photography
Published: March 2007
35 comments
Suddenly I'm thinking of ellehcimeo. :) I think shes the only one who knows why
But I like the ad. A bit simple and boyish but its effective. The colouring and cropping is good too
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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam
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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam
am i sensing a little ads of the world romance? ahhhh. perhaps ivan can be your justice of the peace.
;x
i do know why, and i'm picturing it right now.
Irresistable? Is there a pun I'm missing?
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Dont say you never like watching women tennis with the nice skirts, boobs flapping all around and those nice smooth legs running back and forth?
The only diffrence with squash is that they run harder and sweat quicker.
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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam
Watching... Boobs... legs... sweat...
your tagline's finally making sense, Mini! :)
>>>> That's not an ad. THIS is an ad.
yes, Im lonely, yes I'm'isolated. It hurts, like hell mind that. Thanks to soem people I have grown to love it is same to say that I can call myself a poet. But the burden of all that woe and sorrow is finally taking its toll. Im feeling it these days. A bit to much for my taking.
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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam
i'm not sure you need the shot of the woman's legs. wouldn't just the men pressed up against the glass do the trick? sorta giving away the joke and the idea.
I agreed
not that i find her legs repulsive mind you.
neither do I. 10/10 to her legs : )
less is more
True, it would've been cool.
Ivan Raszl, admin of AotW
a bit ham-handed as it is.
I have no problem with this, i like women as much as the next guy, but i'm surprised no women have made the comment that this insults a well-respected women's sport by resorting to tits and ass.
you are right. it does exploit the female of the species. but it is pretty subtle, and leaves alot to the imagination. it's not like the player is wearing a soaked bikini or anything.
i'm torn. am i really offended that all those men are oogling the female player, when every other beer commercial has taught me that we are viewed as objects? i don't know.
will it get more viewers to come out and support the ladies? i also don't know.
they probably could have come up with something less objectifying. but maybe the client said "put the sex back into squash!". we may never know.
oh the struggle of it all.
Good points.
I'm a guy, and I even think that this is a lame way to sell squash.
For one, as the male of the species, I think I can speak for all men here when I say that we are not this stupid. (I also don't care for beer commercials flaunting women, I think it's an excuse for not actually having any kind of idea).
Men aren't this one-dimensional (although that's how we're usually portrayed), so this ad will never increase spectators. For one, they've completely isolated 50% of their audience - women! This is a sport. One that is enjoyed by both genders. If guys want to look at half naked women, they'll go straight to the source and hit up a strip club. I think this insults both men and women. Women because they're not only sex objects, and every time we sell something that is "female-specific", we only know how to do so by showing the obvious - women have boobs and bums. What insight! That's nothing new. And men because we're not so lame that we'll go watch hours of squash to stare at girls.
However, you're right, we don't know what the brief was. Perhaps this is what the client wanted.
Whew! I'm tired. That was my rant for the week.
Nice one PaulyG.
High five!
Yes, less is more, but i think the shot of legs would attract more men spectators :D~
besides we (as men) wouldnt want to have the image of ourselves pressed on glasses in these squash matches would we?
I don't like this ad much because it's mainly directed to men. And shouldn't be the opposite? shouldn't it be about empowering women and not objectifying them?
Actually, have you seen the women who play professional squash? I'd have to say that this doens't work. There are definitely no Maria Sharapovas in the mix. So either the target audience are a bunch of losers, or they're a bunch of pathetic, losers. In addition, they don't wear skirts. A bit too contrived.
Agree with FD. The chicks that play squash are the least to be desired. Sorry gals out there, if you actually play. Not necessarily working for me.
but isn't advertising full of lies? they need to attract spectators somehow...though it might be a bit 'cheap'
actually telling an untapped truth is what really makes sells. Also, if a guy is so pathetic to go watch squash for the women, if in the first time he sees that they are not apealing, they wont come back. If you need to lie, then you are not finding the best creative path to sell the product.
note: im not talking about exageration/dramatization in the normal parameters of ads. Im talking of missleading the consumer.
great if the aim is to fill the seats with perverts. the idea could have been made humerous and not so immediatly offensive had the execution not been so literal. the line stating 'it's irresistable' and the fact people can watch for free makes it seem more perverted.
Subtle!
But, it's hitting the desired audience, I see. :)
>>>> That's not an ad. THIS is an ad.
shallow and demeaning
Eeeeeexactly!
>>>> That's not an ad. THIS is an ad.
This is cool but was done on tv to announce a female player at a grand tennis tournament. the referees were all bowing to see under her skirt too. can't remember the player and can't rememeber the tournament but do remember it was done.
PaulyG_fill in ... i couldn't agree with you more.
Desi
www.DesiCreative.com
works for me
Whoo Hoo! Legs and boobs! Alright!
Beer me. I'm here for the duration.
Doin' it for the points
who doesn't have an ad with people against the glass? this is such an old, old formula. Sorry, but nothing is happening in here.
legs wins!
WTF
BAD ART DIRECTION