Wilkies Martial Arts Academy: Surprise

This is the same line, written 4 different ways.

I dont like you sirvan...

You don't like him because he's right. Why produce 4 same ads? It's to the same audience, same message, same style. They have too much money or what? Unless the 4 ads are inserted into 1 magazine for forest lovers, park lovers, garage lovers and ... garage lovers?

Hahaha.

This guys from Ogilvy are doing what I was wanted to: living and getting money in New York without working.

nice photos. michienzi's a good photog.

Oh dear. Really powerful idea underneath all this, but handled very clumsily.

Ther'es a saying from Neil French(ex-Ogilvy)... u r only as good a yr last Ad!

Forget the martial arts academy, how about not walking through dark alleys at night?

Fear is a very powerful, and potentially very effective strategy to play off of, and I don't think it's been done poorly in this campaign. People are probably more afraid of being attacked than they are of dying from smoking, and this would probably cause more people to join a gym than the latter to stop smoking. It also suggests the potential of empowerment, which is another huge advantage. Unlike ads that push empowerment from products that don't really empower you, ie. cars, make-up, the imagery here suggests a very tangible effect: smashing a mugger's jaw with an elbow strike.

That said, some of the copy, maybe a little cartoony, but effective. And the scenes are pretty spooky. I don't think they need to be in magazines for garages or forests. I think Maxim, Playboy, etc, as well as popular female magazines would be effective space.

But, everything can always be better I guess. The trouble with deadlines.

I like the line but not the art direction.