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24 Comments
hmm?
Aircons with IQ... Aircons becoming mountains...
what's the link?
maybe...
a/c = mountain top
mountain top = very cold
given that a/c = mountain top, ergo
a/c = very cold?
You forgot one thing
every consumer on the road = einstien
yeah... comparing to the other two, this execution is less direct. I'm just saying that there is no correlation between the line and the visual.
or maybe i don't have the IQ that they stated in the copy.
heh.
I agree, no relation between the copy and visual.First i thought this was an ac junkyard. THen i read as with IQ Actually, with ads like these, the acs better have some IQ - so they can sell themselves.
The other two are great, this one is not clear enough visually. My favorite is definitely the ice-cream one. What comes to the fact that this might have been used previously. So? This is marketing, not Cannes.
the last 2 rocked, this sux
hey are these mountains or pyramids????!!!!!!
When David asked me about this Idea I said YES!! straight away.
i then went home to my wife and explained the idea to her. she did not like the idea.
the next day I asked Daivid for some paper so that i could draw a new idea to show him in the canteen.
he did not let me have any paper so i ran to the bathroom and drew on the hand towel my new idea. when i finished i ran outside to tell Dave and asked him to come and see the drawing. He had gone home.
the idea is still on the hand towel machine.
this is David's Idea.
they are mountains.
I sit next to David during the week so I know that they are mountains
???? Dude, are you alright? Drink some water
What does this image (which is poorly done) have to do with IQ.
What does this mean guest: "You forgot one thing every consumer on the road = einstien"
The Ice cream has a good image, Makes the point without requiring me to have a big "IQ".
Who copied who????? http://adsoftheworld.com/media/print/dentyne_ice_chewing_gum_mountains
Anyway this ad is bad!
I think is clear that are mountains. It's not necesary
to be Einstein to understand this. But maybe the benefit
is not very strong. Which air conditioning don't make cold?
Poor concept, mediocre way to explain it.
cold is not a wrong USP to pick for air con actually, just as stapling for stapler is not wrong.
the crux is how to present it in an engaging manner that makes sense or suspends your disbelief, even if for a while.
typing this i remember the toyota ad.
USP Have to be Unique in 3 senses.
1) Say just one thing (Unique, sole, single)-OK-
2) Say one thing that nobody else have said before (Unique, being without a like or equal)-KO-
3) The thing you comunicate have to be powerful and incomparable. (Unique, matchless)-KO-
So is this not a poor USP? Come on whitespace... If Reeves were still alive will kick your ass
Dood.
Unique, selling, proposition.
Either the feature itself is unique, or you ANCHOR IT IN SUCH A WAY so that it SEEMS UNIQUE (hence the term proposition). The selling part is quite self-explanatory so I'll give you the benefit of doubt for this one.
I maintain that 'Cold' is not a wrong USP to begin with.
What is wrong is how you anchor it.
e.g.
Have you seen the Toyota ad I mentioned? The air con was so cold, the lady's nips stood to attention.
Was cold the USP? Is it featuring an air con (in a car)?
Again, you can disagree with me, but do you necessarily need to disagree with me with personal attacks? Need you hide behind anonymity to cast stones?
Seriously. I was going to say I'd kick your balls, but I can't hit what doesn't exist.
Ok, sorry for my personal attacks. And no, I don't have balls, I'm a woman.
I haven't seen the toyota ad you're talking about. A link could help me.
But if you read carefully my coments you will see that I'm not saying that this is a
wrong USP, just that is poor (not very worked).
Whitespace? that's your real name? Ok then you can call me Guest.
No it's not my real name, but at least I'm not one of the x number of Guests. Another 'Guest' responds and can pretend to be you.
It's okay if you don't get it.
Ack! Okay this looks really horrible.
http://adsoftheworld.com/media/print/dentyne_ice_chewing_gum_mountains
Now thats good art direction.
Shame on Euro RSCG copycats who did these ads. And you actually thought you could get away with it? You forgot the readers too have some IQ. Atleast you couldve had some sense and copied one so that we would think its a coincidence. But all three!!!?? Tut, tut.
Just reminding the advertising fraternity that there are these type of wannabes out there and dont give them any credit.We know how difficult it is to visualise a good idea.
Why ACs with IQ? Even before they go to Copies or Co-incidence argue stage, I want to know what IQ has to do with these visuals? Aren't they saying something and showing something else?
And I don't believe someone can copy a campaign page by page , when anyone can look at all the ads from around the world anytime. I want to belive these were co-incidences.
If an idea is based on visual puns and you donno what has been done before, the chances are high to produce a similar ad that's been done. :-|
Dude , you are highly optimstic. If these are not copies of the McCann Puertorico campaign (http://adsoftheworld.com/media/print/dentyne_ice_chewing_gum_mountains) you haven't been in advertising long. Simply look at the art direction. Why similar angles. I dont want to waste time talking about this pathetic copying. Avoid such shallow comments please. The aim of this site is to look at the best and on-the-edge creative from around the world, not sympathise with copycats.
Guest, I agree with you. You didn't get my point though. I said that they better not be copied. If they are copies it's really bad. But hope you know that a similar Ad for the famous VW with a pregnant woman won some big awards here in us AND the same execution for another car won a big award in the europe ( sorry I can't exactly remember the brand and the awards ). I mean it's hard to believe that people will carbon-copy ads and will submit it infront the global viewers. One has to be really stupid to do so! I am not sympathised with copycats, no one is.
And sorry for my shallow comment guest(?), I will try my best to catch up with you.
looks like they are flying, or fallen off a plane
this ad sux
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