Wood Revival: Decisions

Advertising Agency: Richter7, Salt Lake City, USA
Creative Directors: Gary Sume, Ryan Anderson, Dave Newbold
Art Director: Ryan Anderson
Copywriter: Gary Sume
Photographer: Chad Hurst
Production Manager, Cynthia Griffin
Published: December 2010

15 comments

HappyHour's picture
HappyHour
2385 pencils

Am I going crazy or is this missing the word "they're"

kleenex's picture
kleenex
32989 pencils

I will agree with you.

Matt Tonkin's picture
Matt Tonkin
168 pencils

Thought the same at first but the words that fit in there are actually "that are"

CuriousPencil's picture
CuriousPencil
4227 pencils

I think you're missing the word 'went', HappyHour, and Crazy New Year. There's no need for the copy to finish the thought. It's not a handy-holdy ad, so it doesn't have to patronise us into 'It's not this.... it's THIS' in big screamy letters. Hence the trying-hard-to-be-modest plaque at the bottom.

Though I suppose I should out of politeness and curiosity ask "where do you think 'they're' should be?"

HappyHour's picture
HappyHour
2385 pencils

I see it now...in my defense, here was how I originally read it:

"Big decisions aren't made at desks. THEY'RE made of wood shavings and glue."

...meaning the people who make the real decisions are the people working and creating products with their hands (wood shavings and glue), not corporate head honchos at desks.

I failed woodshop in high school.

Boxey's picture
Boxey
8885 pencils

You're crazy. It's not missing any words. If you put "they're" in there, the line would no longer make sense.

luispiter's picture
luispiter
2756 pencils

its ok...

CuriousPencil's picture
CuriousPencil
4227 pencils

Really like these (the last one, with the will, maybe a bit copy-clumsy, but that could be just personal taste).They really get to the jugular of chipboard modernity furniture, turning a painpoint to pridesource pretty deftly.And unashamedly plugging this 'revival' since 1979 under a really sweet tag 'For us, sawdust is a byproduct of making furniture. For others, it is furniture.' Had never heard of this company before, but I very like their marketing.

everartz's picture
everartz
7611 pencils

i dont like this type of advertising coz it stands for no idea.. just putting things inside a frame or something then claiming it as an ad.. multiplying them then call them a campaign!!!

| Everartz |

Tspot's picture
Tspot
240 pencils

Yeah, it looks like a lot of work went into the art, but these are headline driven, and more work should have gone into the copy. They're not strong enough.

Billoughsby's picture
Billoughsby
5091 pencils

Damn. Guess we need an ad licenser.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Lazarus's picture
Lazarus
1538 pencils

Dumb.

morse's picture
morse
16480 pencils

I like the campaign somewhat.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Roger Keynes's picture
Roger Keynes
5498 pencils

But then... your 'Big idea' seems to be made of wood shavings.

Will Think for Salary

MindDigger's picture
MindDigger
91 pencils

awesome art

Our desks are chosen by the best
Desicion are made on solid bases (not frail glued wood planks)

thats how you sell your top quality desks to the top of the society

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