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Guest's picture

?????

Guest
fluffy's picture

I love the photograph, but can't work out the link between the visual and the copy. Am I missing something?

fluffy
Activity Score 236
Copywriter
ivan's picture

You need to look closely at the orange thread.

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

so close a look for the idea...kills the idea.
sorry... its not for me....

Uninvited Guest
Guest's picture

its supposed to be a poster so at the first glance you are not supposed to get it but when you look go a lill closer you get to see the ants

Guest
nirmalranganathan's picture

the heights of intricate thinking from a bored art director... he is flaunting his thought process... nothing more... this won't sell the product...

nirmalranganathan
Activity Score 142
Client Servicing at WoC Advertising Enterprize, Chennai, India |

To be consciously stupid, when required, is an essential part of wisdom.

anti's picture

how do you know its the art director's thought? it could be the copywriters.

anti
Activity Score 3
O&M
Guest's picture

It hink we're missing a point.
The ad is meant to be seen in its original size, which is not the preview size we are given here. To all fairness judge it at least on the blown up version. You'll straight away notice a difference....

In my opinion it's not bad.

Guest
ccsman04's picture

I get in now and I do agree you should view the full size version before you comment. It really is a pretty simple idea and a pretty good one at that. Hard working jeans just like ants... I like it.

ccsman04
Activity Score 165
fluffy's picture

I did look at the full size, and I did see the ants the first time I saw it. In my opinion the copy line is not quite strong enough for the average person to make the connection. An ad with a lovely visual like this deserves a similarly powerful bit of copy. It's almost there, but doesn't quite have the 'wow' factor. :)

fluffy
Activity Score 236
Copywriter
cfn502's picture

Jeanius!!!!

cfn502
Scam Detector's picture

Great agency network + great international brand = mediocre work

A worldwide trend.

Scam Detector
Activity Score 1048
General Manager
stateoftheart's picture

I don't want to think about ants when I'm looking at, buying, or wearing clothes.

stateoftheart
Activity Score 181
Copywriter
kurtberengeiger's picture

This is a fANTastic advert. Really.

kurtberengeiger
Activity Score 7323
Copywriter
Guest's picture

That's not a benetton positioning. Student's work.

Guest
Guest's picture

It was an in store poster for there range of hardware jeans which was launched in India

Guest
Humble servant's picture

Cool idea! Nice execution.

Humble servant
keddy's picture

If I have to take a magnifying glass and look at those ants...its not worth it....though brilliant concept...more suited for a very smart audience......desi janta.... thumbs down..

keddy
Activity Score 124
Copywriter at www.desimad.com |

http://doodlewack.blogspot.com/

amrita's picture

he he he.. Ants on your Pants..Beware of Benetton!!
js kdn, nice concept..
Hard Workin Pants n
Hard Workin Ants

amrita
Activity Score 26
Illustrator
aqeelparagon's picture

he idea is good but the same type of ideas done by livi jeans, for muslim preys

aqeelparagon
Activity Score 143
Other
Guest's picture

this is brilliant! must say it took me a while to get it, but the hard work is well rewarded! im sure to see this in the books soon.

Guest
Guest's picture

great ideation. 3 cheers to the copywriter.

Guest
Guest's picture

great execution, perhaps the ants should have been more pronounced. my opinion

Guest
tantrik_indian's picture

Really dumb and a scam ad.
~~be cool eh!~~

tantrik_indian
Activity Score 953
Copywriter |

~~this paranoid survived!~~

tonicdose's picture

Sorry ...this could be a scam...not sure. I work for Benetton design. Benetton doesnt use this kind of positioning for their products...unless the Indian office decided to do whatever they like. Good idea but definately not for Benetton which has a whole different kind of look already established.

tonicdose
Activity Score 43
Graphic Designer at Designer Benetton Group
gmint7's picture

:::J:::

nice p
nice ants

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

:::J:::

voodoovixen's picture

Less impressed by the real point than what i thought it was. I agree the ants need to be more pronounced. This would have to be huge to get walking past.

voodoovixen
Activity Score 5
Art Director
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