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Picasso

Campaign
Agency Network: 
Published/Aired: 
December 2007

Description

Print advertisement created by Ogilvy, India for Apsara, within the category: Office Equipment.

Advertising Agency: Ogilvy & Mather, Mumbai, India
Executive Creative Director: Piyush Pandey
Creative Director: Zenobia Pithawalla
Art Director / Copywriter: Manoj Kumar Bhagat
Illustrator: Dilip Khomane
Photographer: Avdhoot Hembade
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Highest Rated

pierrelastname's picture

Which color was the paper???

pierrelastname
Activity Score 2869
Copywriter
pierrelastname's picture

Which color was the paper???

pierrelastname
Activity Score 2869
Copywriter
Silverinha's picture

Zarski. Please explain to me this Ad. I can't sleep since I don't get it.

________________
If there's no BoatSplash, doubt it.

Silverinha
Activity Score 65
Pianista
purple tree's picture

i like

purple tree
Activity Score 38
JWT |

down adv. From a higher to a lower place or position...

purple tree's picture

actually i dont know... its kinda too much... i am finding it hard to believe. i mean it doesnt hit me that it would be easier to actually fill in all the page with pencil then erase ur way to get ur shapes.... isnt it still simpler to do it the old fashioned way...

EREASER------> tool to correct drawings
PENCIL-------> tool to draw....

purple tree
Activity Score 38
JWT |

down adv. From a higher to a lower place or position...

A.G. Pennypacker's picture

Apparently there aren't a lot of former art students here. Using an eraser to create positive space is a fairly common drawing technique. When you stop to think, It's no different than sculpting, carving or doing a relief. They're all techniques where you "remove" to reveal the creation within.

That being said, I get it. These aren't blowing me away but given the target they're fine.

A.G. Pennypacker
Activity Score 607
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
NatalieM's picture

I agree with you here. I'm familiar with this technique, and I'm not blown away.

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Lip's picture
Lip
Activity Score 234
wordup's picture

it's a style of drawing. it's way harder. think about it. great ad

wordup
Activity Score 12
student
JAGGY's picture

Masturbating with your left hand while balancing three birthday candles over the right hand is also a style, way harder too (moreover, without much payoff in terms of pleasure). Is that also great?

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

askon's picture

Hahahahha

Although I do appreciate this art style it is hard to justify buying the eraser for this purpose unless this style is a new craze

askon
Activity Score 433

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

JAGGY's picture

Though I like the ad.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

Jimmie's picture

Personally I don't like to use Art for ad, it's very banal. What's more, this eraser is not supposed to erase, so...

Jimmie
Activity Score 127

"Why go on living when we can bury you for $49.50?" (Once Upon A Time In America)

pindaro's picture

people erase to rectify or correct an error... or to eliminate something that does not comes out like they want.... not to "make" something.

pindaro
Activity Score 524
Creative Director |

www.pindaro.info

thirty6chambers's picture

dude, go back to work on your Excel sheets.

thirty6chambers
Activity Score 1464
Art Director
Neil Levy's picture

it looks cool. but it makes me think this eraser company must have like the deepest pockets in the whole world to advertise beyond a small space trade ad. i've never seen an ad done ever before for erasers. even in a student book. so in that regard, i'm amazed ogilvy has an eraser maker as a client and one that's big enough to do ads. is it part of a larger client? (perhaps a maker of office supplies?) give an update when you can.

be well,
-neil.

Neil Levy
Activity Score 314
Copywriter |

neil levy

ManchuChanchu's picture

Well Neil, you are actually right—Ogilvy does have an eraser client and ya it is a part of a bigger business. For everyone's knowledge these ads appeared on the most prominent news paper in Mumbai. 180 CC to be precise ;-) but I guess half the people with Jibes are not from Mumbai...

ManchuChanchu
Activity Score 701
Art Director
Neil Levy's picture

thanks for the update. i figured they must have a bigger client because without one behind it, it would be hard to justify. i've never been to mumbai but i've heard it's nice so maybe one day.
be well,
-neil.

Neil Levy
Activity Score 314
Copywriter |

neil levy

thirty6chambers's picture

You guys are missing the point. This isn't an ordinary eraser for office use. From the looks of it, this is an eraser for technical use. Mainly for artists and architects. When you do pencil drawings, it is crucial for you to have an eraser that is precise, one that doesn't take much effort to erase the pencil marks without leaving much residue of color. This ad works. I'm not in love with it but it works.

thirty6chambers
Activity Score 1464
Art Director
diegote's picture

Nice thought, bad ad. Jaggy, you make me laugh.

diegote
Activity Score 41
Publicis Impetu - Uruguay
Neil Levy's picture

where does it say on the eraser that it's for technical use? i'm serious. if it's somewhere on the page, then valid point and maybe the image isn't loading right. but if not, how the heck is anyone supposed to know that? granted, i'm fairly eraser illiterate (i kinda thought pink pet had cornered the market years ago) and as a result there hasn't been much competition in the category. but i digress.

Neil Levy
Activity Score 314
Copywriter |

neil levy

thirty6chambers's picture

It's not but it probably should have been to make it more clear to those who aren't familiar with art supplies. However, we're not seeing this in its full context neither. Perhaps this is ran in an art magazine or targeting artists specifically. I'm probably just delusional but my point is, I get it because I've used similar erasers in art classes years ago.

thirty6chambers
Activity Score 1464
Art Director
baanke Chauhan's picture

NICE IDEA...

baanke Chauhan
Activity Score 88
Art Director at B+
reactor's picture

If this ad runs in an art magazine or a trade magazine for art supplies- Yes, good ad. ManchuChanchu above says the ad appeared in a prominent Mumbai newspaper. Not the right target audience. Anyhow nice revenue for the agency.

reactor
Activity Score 294
Creative Director, Monsoon Marketing Communications, Doha, Qatar |

Reactor

pixels's picture

I think the eraser needs to look used and it needs a tag that about it being a technical/art eraser.

pixels
Activity Score 19
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