The fight, Gun

Agency Network: 
September 2010

Print advertisment created by Saatchi & Saatchi, France for Association France Alzheimer, within the category: Public Interest, NGO.

Without your support, his fight is already lost.

Advertising Agency: Saatchi & Saatchi, Paris, France
Creative Director: Christophe Coffre
Art Directors: Florian Roussel, Olivier Gamblin
Copywriter: Guillaume Blanc
Photographer: Yann Forhan

Comments (16)

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Blashyrkh's picture
Activity Score 32890

Maybe it looks strange, but I understand clearly what they mean. The only thing I don't like is that all prints are related to the war.

Cheerriiee's picture
Activity Score 952

Thanks god its just a cane.
That old man is evil.

jackmancer2017's picture
Activity Score 6992

Indeed. I wouldn't donate my money to him.

silvi's picture
Activity Score 4172

What a sad campaign! Strong, good casting.

atb2005's picture
Activity Score 13557

He's clearly trying to gun down someone outside.. What a message!

F.Abboud's picture
Activity Score 218

I think they pushed it too much with these visuals! All visuals treat the Alzheimer patients as terrorists/rebellions which is neither fair nor correct! I think a TVC for this subject, with a different strategy, would give more support for this campaign.

keithstoeckeler's picture
Activity Score 425

Pretty powerful campaign/visual.

quokkies's picture
Activity Score 251

Good creative insight. You should help them fight again the disease. If you can?

Guest's picture

"good creative insight"!!! quokkies are you crazy or it's the beginning of alzheimer disease....

Phil Lestino's picture
Phil Lestino
Activity Score 1684

I think he's remembering that day in the book repository....or marbe he was on the grassy knoll.

Johnny on the spot's picture
Johnny on the spot
Activity Score 52

Clearly, they've pushed it too far. Stop acids, start hiring Saatchi Paris.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

If, and only if Alzheimers = Paranoia... then, yes.

The Jobless Writer
Will Think for Salary

Guest's picture

nice ad help them fight or they will lose. An ad for people with some brain. But the comments seem to prove that Saatchi should understand they are running short of the crowd they are expecting. atb2005 may I know what made you think that old man is gonna get someone I mean leave it, such ads are not for you.

atb2005's picture
Activity Score 13557

Yes such ridiculous ads are indeed not for me.

Guest's picture

like it

Dzsoi's picture
Activity Score 8532

The concept is that he is trying to shoot Alzheimer with his cane and because that is stupid, help him to have a real chance against the disease?
1. those who suffer in Alzheimer are NOT aware of that so they don't try to win over it.
2. if he thinks that his cane is a gun and Alzheimer is out there ready to be shot, the diagnosis was pretty wrong & he needs different pills...

OR the whole imaginary fight (which does not suit Alzheimer as I've said) symbolises the disease... but then again, would it make any difference if he wins?

Insight -> concept is just wrong.