November 2009

You're on the pathway. A stalker's waiting in the bushes. One of you is going to be very unpleasantly surprised.

Advertising Agency: Ogilvy, New York, USA
Art Director: Rich Wallace
Copywriter: Richard Ryan
Retouchers: Brad Palm, Maggie Palm
Photographer: Shawn Michienzi

Comments (11)

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Highest Rated

theanc's picture
Activity Score 2783

I like the line but not the art direction.

sirvan's picture
Activity Score 29860

This is the same line, written 4 different ways.


"I love some things, and don't love some other things."

Guest's picture

I dont like you sirvan...

ace85le's picture
Activity Score 3935

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?



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Juan Cabral's picture
Juan Cabral
Activity Score 709

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

Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

rolling.stone's picture
Activity Score 2741

lol, not only u wish that, but most of us wish that :)


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

nice photos. michienzi's a good photog.

Guest's picture

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

Guest's picture

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

Honest Dave's picture
Honest Dave
Activity Score 233

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

thenewguy's picture
Activity Score 127

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.

theanc's picture
Activity Score 2783

I like the line but not the art direction.