Agency Network: 
October 2009
NFD Outdoor Ad -  Boom

Also From This Campaign 3


Advertising Agency: DDB New Zealand

Outdoor advertisement created by DDB, New Zealand for NFD, within the category: Public Interest, NGO.


Music's not the same when it's subtitled.

Executive Creative Director: Toby Talbot
Deputy Creative Director: Regan Grafton
Head of Art: Mike Davison
Art Director: Dave Brady
Copywriter: Joe Hawkins
Account Executives: Brad Armstrong, Scott Wallace
Photographer: Meek
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nepstein's picture

That's kind of hitting people over the head isn't it?

Activity Score 197
Parsons School of Design
Billoughsby's picture

This series has good photography and visual treatment going for it. Very engaging at that level. Seven to nine star.

But -- and gently now -- "No."

The whole thing comes off as wrong. The wording of the payoff line was no doubt polished until it gleamed, but, sorry, it is not adequately thought out. What we see up on the screen isn't properly a subtitle or lyric or anything suggestive of impairment. It's a guy humming wordlessly along with his mp3 player because he feels good. The fact that this approach may still somehow manage to jump the logic gap for the preliterate/illiterate target audience with no problem, in spite of the fact that it's like a joke with the punchline mangled, might save it. But I doubt that it delivers the gut-punch needed to reach it's target, anyway.

Activity Score 5144
Art Director |

That's it.

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