5 Matches can make all the difference.
The only one with 45 safety matches in the box.
Advertising Agency: Original Studio, Curitiba, Brazil
Creative Director: Victor Beuren
Art Director / Illustrator: Fernando Castro
Copywriter: Zé Luís Schmitz
Other additional credits: Thayane Beuren
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12 Comments
these are cute, funny and the right sort of naughty. the only problem is that you pretty much have two taglines fighting. five matches is a little weird because it seems like you need five to do the job that one should -- make fire. while on the other hand, 45 matches is pretty boring, in a sort of who cares way. my advice is to lose the 45 per box line and the number 5 from the other line, then go from there.
How about the following copy:
Five matches extra. And that makes all the difference.
Or:
When other matches run out, we still have five left. And that makes all the difference.
Even with this (hopefully) cleaner copy, this ad doesn't work for me. Because frankly, runing out of matches is not such a crises. U can always always borrow.
Shouldn't the boat be docked the other way? Unless he reversed to the ladies which could be a sexy approach, who knows.
http://www.sharkcountry.blogspot.com/
Are there normally only 40 matches in a box? If so, maybe the line should be 5 extra matches make all the difference.
These are cute and fun.
-Natalie
http://www.nataliemarion.com
I don't agree Natalie. Permit me to lecture.
An ad's look comes later. First, it has to make a point, and these don't for two reasons.
First, these ads assume 5 matches extra would make a big difference to a smoker. Is that true? If not, (and i don't think it is) these ads are using an insight that's not there.
Then there is the craft. The copy is confusing. It contains two messages: 5 matches extra + 45 matches blah blah...
So, lesson learnt is, wrong premise and poor craft make a bad ad. Even if the art is cute.
I totally agree on the fact they use an insight that probably isn't there at all.
nice one. this 1 is really good. awesome
funny and cute.
I like it .
Strange that a product associated with smoking could get away with using child-like drawings that might be appealing to kids.
I don't recall seeing other ads for matches. I think the only brand I could name would be those ones in the States with the blue diamond - Blue Diamond, I think they're called.
Finding a USP for matches will be tricky, but I don't think the 5 extra is it.
- The only thing more rare than a good ad is a good guest comment -
Could have been an ad for a condom
http://doodlewack.blogspot.com/
I really like Brazil, everything is sex related.