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Change tables

Campaign
Agency Network: 
Published/Aired: 
July 2010

Description

Outdoor advertisement created by Trigger, Canada for Calgary Zoo, within the category: Recreation, Leisure.

Caption

Our change tables are for children only.
Dinosaurs Alive!

Advertising Agency: Trigger, Calgary, Canada
Creative Director: Patrick Doyle
Art Director: Joel Arbez
Copywriter: Saro Ghazarian
Photographer: Ric Kokotovich
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Pedestrian's picture

What does this even mean?

I'm guessing that you're trying to say that I'd be so scared by Dinosaurs Alive that I'd crap my pants and need a changing table. But I mean, that's a hell of a jump for the average consumer to make.

Pedestrian
Activity Score 492
FourT6and2's picture

I'm an average consumer. I get this ad. I'd totally go to this zoo if it were near me based on this campaign.

This ad's message came across pretty much instantly. I didn't have to think about it at all. I sort of got a chuckle out of it. I don't see what the issue is.

FourT6and2
Activity Score 218
Student
Pedestrian's picture

Are you the guy who gave this 10 stars? It doesn't even have the tagline on it. How is seeing "Dinosaurs Alive" and the headline together supposed to lead me to the idea that this exhibit is pants-crappingly scary?

The headline could be reworked to express it, but right now it's not there. I'm guessing this ad goes in a bathroom. Make it something like "Changing tables for babies, toddlers, and terrified grownups." Then you add the tagline "Real dinos. Real scary." to get the "scary" message there. Then you've tied up the loose ends.

"Our changing tables are for babies only" and "Dinosaurs Alive" don't tell me anything. Because you don't naturally associate dinosaurs with fear. Maybe curiosity. Maybe science. I don't naturally think "Oh a dino exhibit. It's gonna be terrifying!"

Pedestrian
Activity Score 492
Guest's picture

Definitely doesn't need a tagline to get it.

Guest
Copy_Can's picture

Not at all.

Copy_Can
FourT6and2's picture

No, I haven't rated this ad. Thanks for assuming, though!

If you don't understand the ad, that's fine. But I thought it was a fast "get." And this was the first of the bunch I looked at. It doesn't need a tagline. The message is pretty clear: dinosaurs, or at least this exhibit at the zoo, has some thrilling or scary aspect to it. At the very least, it's enough to pique my interest and make me want to learn more. Maybe by visiting the zoo's website to find out about the exhibit or by calling the zoo or by asking other people or paying a visit to the zoo, itself.

You seem a little angry about this campaign, though.

FourT6and2
Activity Score 218
Student
Copy_Can's picture

It's fine. Just leave it. He or she thinks dinosaurs aren't scary. And you know what? That says more than both you or I could ever say.

Copy_Can
whatthefudge's picture

You're absolutely correct. I wouldn't be scared if I saw a real dinosaur – after all, they're so small with teeny tiny teeth.

whatthefudge
Activity Score 1266
Guest's picture

Hey pedestrian, you're an account guy, aren't you? It's ok, man. There's no shame in it.

Guest
CUTIEPIE's picture

Am with you pedestrian i think you have a strong point here, the link is lost in words.

CUTIEPIE
Activity Score 347
TommyO's picture

I'm with you, Pedestrian.

TommyO
Activity Score 1866
Copywriter |

That's me!
http://resiseymilim.wordpress.com

velle's picture

i agree, its a jump for the average consumer to make.
if ive been around babies for a while, or is female, and used to seeing the changing table at the maternity section of the women's toilet, or a new dad, id make that leap quite fast - but then, id be a segment within a segment of the TA

velle
Activity Score 1550
Copywriter
velle's picture

i agree, its a jump for the average consumer to make.
if ive been around babies for a while, or is female, and used to seeing the changing table at the maternity section of the women's toilet, or a new dad, id make that leap quite fast - but then, id be a segment within a segment of the TA

velle
Activity Score 1550
Copywriter
CrackerJackFlash's picture

Nope, it was me.

CrackerJackFlash
Activity Score 19601
Creative Director |

www.crackerjackflash.com

Guest's picture

Hey Pedestrian "you don't naturally associate dinosaurs with fear" haha funny ask anybody to name a dinosaur and they will say T-REX that animal isn't scary at all.

Guest
Dzsoi's picture

Well, I guess most people associate ALIVE dinosaurs with fear. And the "scary" font helps a bit even more to understand the concept.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

Jesus! How many people that worked on this want to comment here?

The message is clear, but the ads are still crap.

Guest
Guest's picture

stop trying to defend your work, copy can. let it do the job itself. and quite frankly, this campaign isn't exactly working it's butt off to win you anything.

Guest
Guest's picture

whoa someone is really upset

Guest
the_lizard_king's picture

I feel it is really SAD to witness such an average piece of advertising on this awesome site.

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

IntrepidNavigator's picture

It's copy crafting:
It's not about denying that dinosaurs are 'scary'. It's the link between 'so scared, you'll be shitting in your pants' and the 'baby changing tables'.

It's written as 'for children' only. Which isn't wrong, however, 'children' connotes a huge range of kids from 0-12, and more so from 3-12- and they (3-12) don't necessarily need a changing table to change their diapers - because they don't use diapers anymore. Changing tables are more closely associated with changing diapers, and diapers are associated more closely with 'babies' (more than 'children').

So, when a reader reads 'for children only', the association is a little far, or rather, a little more confusing. if the words used were 'changing tables' + 'babies', it would have been a closer and easier loop to connect the dots to the 'shitting in your pants' thought.
Summary - now, using the word 'children' isn't innacurate at all, but using the word 'babies' would have been more precise, for the reader to better connect the dots.

But I agree with Pedestrian, using 'terrified adults' in there somewhere would have been a lot nicer.

IntrepidNavigator
Activity Score 56
Creative Director
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