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Agency Network: 
Published/Aired: 
January 2009
Population Services International Direct Ad -  Wrinkles

Description

Direct advertisement created by Ogilvy, India for Population Services International, within the category: Public Interest, NGO.

Caption

AIDS Awareness Month. Live to celebrate it year on year.

Advertising Agency: Ogilvy & Mather, Bangalore, India
Executive Creative Director: Piyush Pandey
Creative Directors: Malvika Mehra, Amit Akali, Vipul Thakkar
Art Director: Ajesh N
Photographer: Kumaran
Copywriter: Kunj Shah
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A.G. Pennypacker's picture

This is a stretch. Pun intended.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
floydeepurple's picture

the idea is there but the sub-line kills it...

floydeepurple
Activity Score 349
Copywriter
Guest's picture

Forced...

Guest
Guest's picture

simple & smart

Guest
flyingpens's picture

I don't understand

flyingpens
Activity Score 2
GUI Designer |

"Once the game is over, the king and the pawn go back in the same box"

Guest's picture

Yeahh, I think the message is kinda' lost. To me it's just saying don't use condoms.

Guest
Texnartist's picture

I agree, the first impression is that wrinkles are bad and it takes a bit to get to old age. I would be curious to see how this tested with the target market...

••• Why Think When It's Easier To React •••

Texnartist
Activity Score 225

••• Why Think When It's Easier To React •••
http://twitter.com/texnartist

teenie's picture

That's what I understood, too. I actually think the subhead needs to be a lot more readable to drive the point home. It just looks like they're discouraging condom use--which is a terribly dangerous thing.

teenie
Activity Score 1894
Copywriter
Guest's picture

nice one!

Guest
Guest's picture

I know what they're going for, but this might actually discourage some people from using condoms. I mean, they already suck, why make them less appealing?

Guest
sneakyhands's picture

it just comes off as irresponsible. i assume that they're saying that with safe sex you stand a chance of surviving until old age, but they're really just saying don't use condoms.

sneakyhands
Activity Score 1857
Copywriter
Guest's picture

thanks for the explanation. i didn't get it the first time.

Guest
JPhilly's picture

Yeah, it really is quite a stretch trying to make that association. I feel like most people will not make the connection there.
---
http://jakephillips.wordpress.com

JPhilly
Activity Score 173
Student- Ohio University |

---
Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com

Guest's picture

its actually a witty idea. and its pretty obvious that its for standing a chance of avoiding aids. who'd get wrinkles from condoms anyway?

Guest
mozzaart's picture

gosh!my brain is stormed but i stil don't get the point!somebody enlighten me please... living till old age is the catch?yeah?

mozzaart
Activity Score 12
calicut |

Beauty lies in the simplest of things..

Guest's picture

靠,老外的弯转的够多的....

Guest
TRICKY's picture

Sex trains almost all groups of muscles, especially muscles of pelvis, buttocks, stomach and arms, which is an important factor for women. Regular love acts improve the bearing and exert a favorable influence on the musculoskeletal system. In addition, sex results in the production of collagen – the substance, which adds smoothness and glow to women's skin. Progesterone, another hormonal product of sex, helps a person fight acne. American scientists concluded as a result of their research that couples, who love each other at least three times a week, look two or three years younger than their coevals, who either abstain from sex or hardly ever enjoy it. so the insight is wrong i guess if you have sex on a regular basis you dont get wrinkles

TRICKY
Activity Score 3794
Creative Director |

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture

geeeeee people
having sex without a condom -> AIDS -> dead
having sex with a condom -> not beoing sick -> LIVE OLD

wahouuuu that was hard

great ad btw

Guest
Guest's picture

well put, sir

Guest
Guest's picture

"Condoms can cause grandchildren" would have worked better

Guest
Guest's picture

no, that would be really really dumb.

Guest
whitespace's picture

better change your brand of condoms dude.

whitespace
Activity Score 1953
Creative Director
rooster_nl12's picture

indeed.. that would have been pretty lame.. nice try though, cool ad, but slightly farfetched for the average consumer imho

rooster_nl12
Activity Score 36
Ad agency |

once the wheel was invented, the only creation left was the second wheel.

Guest's picture

I get it, but the impression of " don´t use a condom" still remains.

I know it is hard but thinking creatively by the positive side is always better, the negative always comes easy.

Guest
Guest's picture

smart line. interesting take on AIDs awareness.

Guest
Guest's picture

Good thinking.

Guest
cmotan's picture

GRAND

cmotan
Activity Score 189
Art Director at banda.bg
Guest's picture

at first sight i thought wrinkles as an actual problem! i think it's good but perhaps too subtle.

Guest
Guest's picture

Good idea or not – doesn't matter. The medium is wrong. Advertising for condoms on a condom – how stupid is that?

Guest
Guest's picture

I like it! I like the fact that i din't get it at first! Very cool.

Guest
mitchell clements's picture

OVER COMPLICATED IDEA, JUNK

mitchell clements
Activity Score 108
swansea metropolitan university |

mitchell clements

Guest's picture

I LIKE IT BUT I'M ITALIAN..

Guest
Guest's picture

what happens when audience take it literally

Guest
Guest's picture

great concept
I love the ad yaar

................
The ad is subtle and clear. This is the beauty of advertising.

If you contract AIDS, you will die before age, and if you use condoms...well u live longer

Guest
Guest's picture

thu.........

Guest
Guest's picture

THUI... THUI... THUI...

Guest
Guest's picture

Too "clever" (or trying to be). Very hard to get.

Guest
Guest's picture

Guess Tricky is the biggest chut in this forum ;-)

Guest
Guest's picture

appreciate for the depth of the thought.... but dint understand at one go.....

Guest
Guest's picture

geez, guys! There's an AIDS ribbon on the ad! What else can it be for but AIDS Awareness?! The intrigue is what makes this ad. Else you'd rather put 'Use a condom' on every pro-awareness ad!

I like it.

Guest
Guest's picture

you're promoting illegal sex....

Guest
Srivatss N Iyer's picture

good 1

Srivatss N Iyer
Activity Score 121
Copywriter at RK Swamy BBDO
Guest's picture

excellent photography kumaran.another free shoot huh?

Guest
KbxAds's picture

look at all the smart asses above finding faults in this ad. Like they ever created anything good enough to be put on AOTW. ahahah it's so funny, people here think they are gods and that their opinion matters, they act like they are Piyush Pandey's boss, ROFL< STFU noobs, just say like it or not, or give some better reasons why you like it or not, just look at some of your replies

KbxAds
Activity Score 943
Copywriter at Surat, India |

www.be.net/karanbhatia

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