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Hockey

Campaign
Agency Network: 
Published/Aired: 
July 2009

Description

Outdoor advertisement created by Duval Guillaume, Belgium for Spa Reine, within the category: Non-Alcoholic Drinks.

Advertising Agency: Duval Guillaume Brussels, Belgium
Creative Directors: Peter Ampe, Katrien Bottez
Art Director: Victor Vegh
Copywriter: Robin Stam
Photographer: Jean-Francois de Witte
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tanvir hassan raju's picture

nice design....but not very creative

tanvir hassan raju
Activity Score 419
Animation Director, Nayantara Communication, Asiatic MCL, a co-producer of sesame street NY, Bangladesh |

tanvir

Javier Ramírez's picture

Mmm...simple

Javier Ramírez
Activity Score 1243
Creative Director at Nexus BBDO |

Chief Creative Director Nexus BBDO

Guest's picture

aiaiaiaiai.

Guest
Guest's picture

Thank god for this. I always drop my water.. huh.

Guest
Guest's picture

Yeah, Super. Finally I can drink bottled water without dropping it. WTF!

The concept of the ad is ok, BUT the idea behind the hole product sucks SO BAD, that why even try to market it well?

Guest
GMD10's picture

GRIPPING advertising. We all want it.

But grip isn't the design feature that should have been communicated here.

The new packaging tries to create more water moments - like sports - besides the regular association with restaurants, gas stations, home use, etc.

However, if a turtle buys a lighter shell it doesn't make it faster. If a bottle has a better grip it doesn't solve my need for refreshment. It makes me a fashion victim. Are you taking my hobbies seriously?

Water is an essential element of the body, underneath the SPA-logo it says by its own words "The Purifying Water". With all the discussion going on about clean sports it would have been a assignment I would have run with. A MISSED opportunity.

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
bubblestheclownfish's picture

Probably went like this:

CLIENT: Hey team, we just put our handy dandy fantastic new water in a sports bottle, so... you know... sports guys can drink it.
DGB: Sure, we'll help you.
CLIENT: See - it has a sports top on it - that makes it a sports drink - you know 'cause you don't have to twist it off.
DGB: Yup - we see that.
CLIENT: And the sides are curved - so you can grip it.
DGB: Even with a hockey glove on?
CLIENT: Exaaaactly.
DGB: Alright - give us a day.

Look - it gets that point across I guess.

Water is a hard sell for true SPORTS guys - those that this ad seems to be talking to. It's pretty easy to just put tap water in a standard sports bottle and about 99% of them already do.

This is an easier sell to Yoga or Pilates people, as the brand speaks better to them, and their expectations from their water is higher.

GMD10's points about reiterating the tag line and using it as a theme are solid. Either the "purifying" water takes you to a place of peace and comfort as you play a dirty game OR you are nonplussed about being bashed about because you are now more "pure" OR your off ice/field/court time is spent frollicking through fields of rabbits and butterflies that flit on your nose (sports guys love that). THEN in every case show the bottle being held by a glove in each scenario - that's your secondary benefit.

With this ad you're just selling the bottle, not what's inside it. Without showing us the benefit of the product, you're only selling the packaging. If you're just selling the packaging, you shouldn't be a product company.

bubblestheclownfish
Activity Score 614
Creative Director
Blashyrkh's picture

Correct me if I'm wrong, but is selling the bottle. Is going to market with a new bottle. It's a new bottle. A bottle.

Blashyrkh
Activity Score 32890
Art Director
bubblestheclownfish's picture

Blashyrkh - I get that. Read the post again - it's a missed opportunity to sell the experience the water is supposed to give you. Fine - it's a new bottle... we'll put that in there... but if you're not selling why your PRODUCT is a must-have, why should I give a damn about what it comes in? There are plenty of other "bottles" that will do the job.

bubblestheclownfish
Activity Score 614
Creative Director
Blashyrkh's picture

We ourselves sometimes don't give a damn about products we work on. IMO this is an average ad which does its work.

Blashyrkh
Activity Score 32890
Art Director
bubblestheclownfish's picture

Hey - I get that - though it's our job to care ;-)

Also - I acknowledge that the client drives a lot of projects, and there's a lot of behind-the-scenes we never see BUT the best we can do is give input about how WE would have done it differently (to help the creatives by offering another viewpoint), or comment on how perfect an ad is :-)

Cheers!

bubblestheclownfish
Activity Score 614
Creative Director
GMD10's picture

Was about to tell the same. Thanks for stealing my thunder. LOL.

You raised some good points yourself in the long post.

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
bubblestheclownfish's picture

Long post???? How DAAAAAAARE YOU!!!! ;-)

bubblestheclownfish
Activity Score 614
Creative Director
GMD10's picture

Thanks to you my keyboard is covered in rice. Eating and getting a joke can be dangerous. Hahaha.

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
capywriter's picture

This is something you might probably not know, but it might change your thoughts about this ad. In Belgium this water brand actually runs tv and radio commercials as well as print ads (on very regular basis) in which it plays very clearly on their baseline 'the purifying water'. For this campaign I can imagine very well the brief was to communicate the new bottle design, not its content. It works just fine for the Belgian market, who is pretty aware of SPA's baseline by now...

capywriter
Activity Score 5509
Copywriter at Freelance
GMD10's picture

@ Blashyrkh

Refreshment in sports is traditionally the market for additionals (Brands that add value to water by mixing it with isotones, dextro sugars and vitamines like Gatorade and Powerade.)

Where does a new bottle replace that value?

It's more like you encourage people to buy your branded bottle and ask them not to care much about the benefits of its content. Because that is replaceable and not worth your money the next time.

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
Blashyrkh's picture

I value the ad and how effective it is, I'm not into marketing. Maybe the client wanted to point out the new bottle, so the creatives pointed out the bottle. At least this is what I get from this ad. I don't see any clue in it to promote the water, except the logo.
Don't get me wrong but I'm not "kinda protecting" this ad. First time that I saw these three thought the designer must have saved them from the poor campaign.

Blashyrkh
Activity Score 32890
Art Director
GMD10's picture

You are right. You can defend the ad for doing its job. But you can't defend the agency.

GMD10
Activity Score 142
Copywriter at ALWAYS ON THE MOVE GIVE ME A CALL
Blashyrkh's picture

Right.

Blashyrkh
Activity Score 32890
Art Director
GX's picture

Buena ejecución pero la idea no es muy fuerte.

GX
Activity Score 144
Creative Director
Guest's picture

Is this ad a piss take? seriously it's a joke right!?

Guest
liza's picture

it's show and tell. the line is superfluous.

liza
Activity Score 10
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