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fluffy's picture

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

Activity Score 236
ivan's picture

You need to look closely at the orange thread.

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

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...

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.

Activity Score 3
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.

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.

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. :)

Activity Score 236
cfn502's picture


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.

Activity Score 181
kurtberengeiger's picture

This is a fANTastic advert. Really.

Activity Score 7323
Guest's picture

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

Guest's picture

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

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 janta.... thumbs down..

Activity Score 124
Copywriter at |

amrita's picture

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

Activity Score 26
aqeelparagon's picture

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

Activity Score 143
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's picture

great ideation. 3 cheers to the copywriter.

Guest's picture

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

tantrik_indian's picture

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

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.

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


nice p
nice ants

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


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.

Activity Score 5
Art Director
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