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IQ

Campaign
Agency Network: 
Published/Aired: 
May 2009

Description

Print advertisement created by DPZ, Brazil for Abacaxi Atomico, within the category: Media.

Caption

The truth, even when it hurts.
Politics, pop culture and ass kicking.
www.abacaxiatomico.com.br

Advertising Agency: DPZ Brazil
Creative Directors: José Zaragoza, Fernando Rodrigues, Diego Zaragoza
Art Director: Celio Salles
Copywriters: Alexandre Abu Fabrício, Fábio Perazzo
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Highest Rated

Guest's picture

Close to what I'd call the truth. First, Paris Hilton probably (I can only assume, although her actions and words tell a different story from her IQ number) grew up with an extremely strong educational system, most likely with private math, science, etc. teachers. I'm not positive on Andy Warhol's upbringing, but I'm sure it wasn't nearly as affluent as Paris' was. So she more than was more than assuredly given the stronger "traditional" education.

Second, IQ tests are geared primarily towards math and science, and maybe a couple others. Andy Warhol was artistic, a quality that isn't measured by IQ tests. Very few skills/ knowledges/ intelligences are even represented by "Intelligence Quotient" tests. Music intelligence, artistic intelligence, any sort of other intelligence OTHER than math/ science is not represented easily with some number.

It's like comparing the intelligence of a plumber to that of a carpenter. Both intelligent, both skilled, just in different areas and ways.

Guest
roby's picture

Love it again! Very funny and clever.

roby
Activity Score 65
Copywriter
Guest's picture

Yeah!

Guest
kuaurdarisprabupadajoir's picture

strong!

kuaurdarisprabu...
Activity Score 29
Guest's picture

Dpz is back! Freaking awesome people!

Guest
Guest's picture

I dunno if she is smart or he is stupid! lol

Great stuff.

Guest
justsayin's picture

excellent!!

justsayin
Activity Score 225
Other
Guest's picture

Brazil is getting hot now! Great campaigns coming from there!

Guest
Guest's picture

I dunno if she is smart or he is stupid! lol

Great work!

Guest
Guest's picture

THE TRUTH REALLY HURTS! WELL DONE!

Guest
Guest's picture

Wow that does hurt......i'm speechless and i'm in complete denial......lovely research makes for a great simple idea.

Guest
rogers's picture

Yeah, Brazil shines again and again! Excellent work!

rogers
Activity Score 45
Guest's picture

Foda essa campanha. Puta conceito. Parabéns a DPZ.

Guest
Guest's picture

i hope this isn't true. great campaign! - tho the art direction might hold it back somewhat.

Guest
gmint7's picture

really. is paris that smart??

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

Jet Propulsion Lab's picture

No, the other way around.
He was very unique and artistically talented. But he wasn't as intelligent as many thought he might have been...

Jet Propulsion Lab
Activity Score 10679
Copywriter
ivan's picture

well 126 for Paris is way above the 100 average. so, according to this she is smart.

ivan
Creative Director at Ads of the World
Guest's picture

Nice campaign indeed!

Guest
Guest's picture

A simple great idea.

Guest
Guest's picture

Great!!!

Guest
Guest's picture

L fuckin OL

Guest
Guest's picture

Now this is interesting/clever

Guest
Guest's picture

Not to sure on the accuracy on this one. IQ tests are not always 100% balanced. Warhol could have received a Mensa version on an off day (fresh off an acid hangover etc.). Whereas Hilton probably had her blackberry giving her hints to her sesame st. version. That might be an exaggerated, but even still the point should be each IQ test is not always fair and balanced (like if you gave a London businesswoman the same IQ test as a Australian Aboriginal would that be fair? The London bw would be able to decipher complex macroeconomic analysis, yet she would be in dire straits if she were to survive a week in the desert without her gaudy provisions)

In other words intelligence is subjective.

Guest
Guest's picture

Close to what I'd call the truth. First, Paris Hilton probably (I can only assume, although her actions and words tell a different story from her IQ number) grew up with an extremely strong educational system, most likely with private math, science, etc. teachers. I'm not positive on Andy Warhol's upbringing, but I'm sure it wasn't nearly as affluent as Paris' was. So she more than was more than assuredly given the stronger "traditional" education.

Second, IQ tests are geared primarily towards math and science, and maybe a couple others. Andy Warhol was artistic, a quality that isn't measured by IQ tests. Very few skills/ knowledges/ intelligences are even represented by "Intelligence Quotient" tests. Music intelligence, artistic intelligence, any sort of other intelligence OTHER than math/ science is not represented easily with some number.

It's like comparing the intelligence of a plumber to that of a carpenter. Both intelligent, both skilled, just in different areas and ways.

Guest
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