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Neighborhood Experiment

Agency: 
Published/Aired: 
July 2010

POWA Ad

Description: 

Film advertisment created by Ogilvy, South Africa for POWA, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy, Johannesburg, South Africa
Creative Director: Fran Lukin
Art Directors: Renier Zandberg, Robyn Bergmann
Copywriters: Taryn Scher, Catherine Conradie
Director: Jonty Fine

Comments (46)

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Highest Rated

Gjeli's picture
Gjeli
Activity Score 105

Nice experiment! Like it.

Guest's picture
Guest

really liked that. one of those ads that has no bs.

Guest's picture
Guest

some need a good slap

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

I'm guessing the perfect 10 score was nominated and voted for by Ogilvy Jo'burg creatives...

Please tell me, what channel did this flight on?

A bit long for cinema or TV, was it a viral video?

I'm wondering did you get permission from your client this time so that you could create this for awards?

Or did you just make it because you liked it?

Did POWA ask you to make it?

I'm thinking not...

In the famous words of Mr Neil Fishlock, "here's my dead dog, where is my award???"

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

my vote = *

Kiddparker's picture
Kiddparker
Activity Score 3

Hey Spoonfeederxxx

Maybe i can assist in answering your questions:

1. The 10 score was posted by me, i don't work for Ogilvy but I do appreciate great creative work.
2. This probably didn't flight on any channel, believe it or not there or other media opportunities besides TV and cinema-just saying.
3. I'm pretty sure they would've got permission to run it-but this question seems to have been posted purely to garnish your otherwise, largely unconstructive comment.
4. This is a bit of an odd one but anyway: I'm pretty damn sure they made it because they liked it, why else would you do it? Because you're bored?
5. I don't know the answer to this and can only guess this was the process: 1. Creatives come up with idea. 2. Everyone digs it. 3. They approach Powa and they dig it. 4. Agency produces ad. 5. Agency launches ad on net. 6. Agency submits ad to Ads of the World. 7. Creatives await feedback from peers and industry folk alike. 8. Spoonfeederxxx overlooks the purpose of comments and momentarily assumes role of "Worlds most significant creative" and posts...…well essentially nothing.

In the insignificant words of myself: "We don't need to like everything that's shown to us and individual opinions are important, but wouldn't it be better to build and improve on ideas rather than lobbing crap at one another like caged chimps?"

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

Controversy...

I love it...

To be honest I expected this backlash...

I must of hit a nerve, but hey do yourself a favour and make ads because they help people not because "We liked it so we made it"...

See comments below that I made to the actual creative and tell me honestly that you wanted to help the suffering in South Africa...

And I'm not God's gift to advertising, but then again neither are you, I'm just sick of the exploitation of credible and real causes out there that agency feel they can exploit to soothe their large egos...

What would you do without awards?

I'm guessing we wouldn't be having this debate...

As for the idea, it's good, but the idea isn't the problem...

Guest's picture
Guest

Hi Spoonfeeder

This is a viral video. I don't know who voted it a10. But maybe we should keep comments about the work.
Not sure where you live, but Woman abuse is a very real issue in South Africa and needs to be dealt with. Taryn (ogilvy copywriter)

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

Hey Taryn, I get that, but i questioning the moral motive of the idea over the idea itself...

I know how it works...

You come up with a proactive idea, ECD loves it and then you sell to client...

Now if you can honestly tell me you made this ad because you want to help the abused women of South Africa then granted kudos to you, but if it is to maintain an agency image then what you have done is undermine what this ad was supposed to do to the worst degree and exploit women abuse for your agency's own gain and that is shameless...

CUTIEPIE's picture
CUTIEPIE
Activity Score 347

Wow!!! I think its pretty good, doesnt matter what kind of piece it is!!! Works anyway! n_n

CrackerJackWorks's picture
CrackerJackWorks
Activity Score 19405

excellent

Gjeli's picture
Gjeli
Activity Score 105

Nice experiment! Like it.

Corbeen's picture
Corbeen
Activity Score 1093

forced! someone will call the police ! I will !

Guest's picture
Guest

i have a very strange feeling about all these public interest ads.
it is a very fine line between being a benefactor for those humanitarian organizations and being a award hungry opportunist.
thus i don't rate any of these.

Guest's picture
Guest

one of the best

Yarp's picture
Yarp
Activity Score 385

Knew what was coming, but nonetheless superb.

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Strong

Guest's picture
Guest

Nice idea for winning an award. I'm sure by this time next year 1400 woman still will be dead.

I was on the body corporate for many townhouse complexes and had dealings with many Corporate agencies that manages these housing complexes. Statistically people will complain when someone is rude enough to play drums that loud. It's a situation where people feel brave and safe enough to solve the problem themselves. However, when it's comes to domestic violence, people are afraid to get directly involved with the perpetrators of violent crimes and therefore prefer to call the police and rather not solve the problem themselves. They do call the police!

However, this does create some sort of awareness for POWA but I do believe the energy used in creating this ad could have been better spent elsewhere.

Temple's picture
Temple
Activity Score 11337

Very good.

Guest's picture
Guest

probably inspired by the kitty genovese case, back in 1964, on the theory of prosocial behaviour. and of course, the cases that followed.

Guest's picture
Guest

Thank you for mentioning the Kitty Genovese case. As soon as I realized the intent of the ad, it made me think of her case. Just couldn't remember the name. Powerful ad. Regardless of whether it was made at the behest of of POWA or simply to gain recognition for the agency, an important message was conveyed and maybe a few minds were changed. Sometimes good things come from selfish motives--at least in Advertisingland.

Guest's picture
Guest

I read all these comments first before watching this; so I was expecting something controversial... All I can say is well done Ogilvy Jozi. It's really refreshing to see ads without all the bells and whistles attached at times.

hufflepoff's picture
hufflepoff
Activity Score 430

nice

Guest's picture
Guest

great!

Ensamblador's picture
Ensamblador
Activity Score 239

I rate the idea as a way to communicate something. Excelent.

Guest's picture
Guest

Hi Spoon I worked at Ogilvy and I really don't like the agency but Fran wouldn't stoop that low. Don't make her suffer sins of her father.

Guest's picture
Guest

this ad should be the winner, no that old spice comercial

Djenzie's picture
Djenzie
Activity Score 163

Verry strong! Nice experiment!

Guest's picture
Guest

well done

GraphicJ's picture
GraphicJ
Activity Score 51

Beautiful message as in to prevent this. People can sometimes be so hypocritical... Allow beating up a woman but not beating up a drum. lol wow. Humans are sometimes despicable.

Anglen's picture
Anglen
Activity Score 20

Any Creative that hit's me so hard I get flashbacks of my parents going at it get 10 stars.

Guest's picture
Guest

So you basically proved people are assholes. Nice.

Guest's picture
Guest

For all you cynics out there - I think the ad is a brilliant piece of creative. It definitely moved me enough to make sure I act if ever i'm faced with such a situation. Sometimes creativity is needed to effectively get a message across. I may not call POWA but I will definitely call 911. And if a woman's life is saved from my action, I will give the credit to Ogilvy's creative. That to me my friend is effective advertising.

petimadmoiselle's picture
petimadmoiselle
Activity Score 127

I loved it. I've seen abuse and I've been in situations where no one came to intervene. Spoonfeederxxx needs to shut its hypocritical mouth. Please and thank you.

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

Listen here dickhead...

I was not critiquing the idea, but the moral principle of the agency...

I'll explain it again so small minded people like yourself get it...

Agencies sell good ideas to clients not because they want to help, but because they can win awards...

I on the other hand feel that a moral line is crossed if you do that...

I feel for these victims, that is why I questioned it...

I am actually defending the problem...

Guest's picture
Guest

I feel that you're the dick head. And you don't know a thing about advertising. So piss off.

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

So I'm a dick head and you want to feel me?

Does your parents know your orientation?

Spoonfeederxxx's picture
Spoonfeederxxx
Activity Score 641

Oh...

By the way, I think 11 years in the industry as creative in some of the main agencies, including the one mentioned, gives me a bit more credibility than you are assuming...

And you know what assumption does don't you?

Guest's picture
Guest

How does it matter.....
They get the award...People get the message...The ad has done its job... WTF

Guest's picture
Guest

I like the idea even sometimes I've done the same " keep quiet..it's none of my business"....

Guest's picture
Guest

Wow.

That rocks.
Brilliant dudes!!

Guest's picture
Guest

"Every year 1400 woman* are killed by their partners"

* Should be women

Guest's picture
Guest

love it

Cladman's picture
Cladman
Activity Score 74

I don't care if it won an award or not, or why it was created. I'm not a mind reader. it's a good ad.

LeroyChristian's picture
LeroyChristian
Activity Score 392

experimental, i really like it..

Guest's picture
Guest

Spoonfeeder, you got your heart in the right place, trust me. It is Paul Fishlock, not Neil Fishlock.

velle's picture
velle
Activity Score 1550

i havent read all of the comments, so im just responding to the ad. i think this is absolutely brilliant - i think this experiment should be conducted nationwide, all at the same time, then get news coverage as early as next day, get people called out for their apathy, get people talking.

kudos to the team who did this - i dont care if this was for real work, or for awards, it works - it should be done again on a wider scale, more aggressive scale.

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