Sundown Sunless Tanning Lotion: Computer

Sundown Sunless Tanning Lotion.
Because lots of things keep you out of the sun.

Advertising Agency: DDB Brazil
Executive Creative Directors: Sergio Valente
Creative Directors: Sergio Valente
Copywriter: Otavio Schiavon
Art Director: Gustavo Victorino
Illustrator: Gustavo Victorino
Account Supervisor: Andre Silveira, Gabriela Guzzardi
Advertiser's Supervisor: Marcelo Scatoline
Published: March 2009

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23 comments

Guest's picture
Guest

excelente concepto. gran ejecución. felicidades

Guest's picture
Guest

Bonne idée !

dave.swanson's picture
dave.swanson
127 pencils

I'm liking the idea, the copy seems pretty good. there's just something about it that doesn't feel right. I can't put my finger on it though. can anyone else figure it out?

Guest's picture
Guest

Beautiful campaign.Nice concept.
Congratulations!!

sirvan's picture
sirvan
29870 pencils

These are fabulous.

+++

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

Karatekaj's picture
Karatekaj
16 pencils

I like these. Even though I feel contradicted: lots of things keep you out of the sun- which is why you need tanning lotion. So far so good. But why is there a person sitting in the shade? Shouldn´t the person be sitting in the sun, if the copy was to make sense?

sirvan's picture
sirvan
29870 pencils

It's sun-less tanning lotion.

+++

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

alexander_bickov's picture
alexander_bickov
3279 pencils

Nice idea

Guest's picture
Guest

strong copy.. nice

GMD10's picture
GMD10
142 pencils

Why is everybody saying this is a good concept??

Okay some have their doubts but still they like it.

THe contradiction is in the woman being bikini dressed trying to catch sunrays. The one thing the product says you don't have time for. Expressed by daily objects casting a shadow.

THe same goes for the other ads.

With these kind of products women rather want to know if the performance can be compared to the real thing. No one owns the sun but still it represents the market leader.

This ad communicates to the advantage of the sun. Being irreplaceable.

sirvan's picture
sirvan
29870 pencils

You are WAY over-thinking this.

Take this execution for instance, here's what's going on: the woman WANTS to get a tan, but she's has to WORK INSIDE, in an OFFICE. Hence she's dressed in a BIKINI but, sadly, under the shadow of the COMPUTER MONITOR.

What's so hard?

+++

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

GMD10's picture
GMD10
142 pencils

Maybe you are putting too little in it.

You're saying exactly what my post explains; 'If you want to have a tan, go sunbathing. IF time does not allow it, use our product.'

Still conveys the product second to the sun.

This product is in the industry of lotions. All it gets across is which category it represents.

Where does it own a unique benefit??

All sunless lotion tanners claimed convenience when this sub-market got started. AT their introduction that was part of establishing a general definition - as profit (ROI) had to come from people willing to try it.

(Products that defy logic (a sunless tan) create more sense in not buying it. Or cause doubts in its quality like labeling it as make-up or foundation.)

Brands like DOVE know that this stage of product discrimination is already over. They communicate its current development. Like how quick you have desirable results, that equal coverage without stains matters, that you should expect your tanning lotion also to be a skin care product for the ultimate convenience. Etcetera. Etcetera.

In short; they tell how the product has reached maturity and become MORE than a bit of body painting.

http://www.sheknows.com/articles/803075.htm

http://www.dove.us/#/Products/lotion/EnergyGlow_Tanning.aspx/

Guest's picture
Guest

boy, you are so boring
this ad is great

Guest's picture
Guest

Parabens dupla,
mais uma vez muiiiito bom!!!!!

everartz's picture
everartz
7611 pencils

the ad in your link has nothing to do with this campaign!!

| Everartz |

Guest's picture
Guest

great campaign

Guest's picture
Guest

lovely concept ...nice art

Guest's picture
Guest

great idea

Guest's picture
Guest

Literal, but it works. I got the concept instantly, which is should be a given, but is not always the case.

Guest's picture
Guest

Great concept.
If it doesn't grab you then you're in the 10% it's not targeted to.

Sun Laboratories's picture
Sun Laboratories
4 pencils

Nice to see here about Sundown Sunless Tanning Lotion: Computer !! You can get the best resource here at http://www.sun-laboratories.net for self tanning see blog http://sunlesstanningonline.wordpress.com/

thanks

manumartin5's picture
manumartin5
1202 pencils

creative campaign.

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