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Plates

Agency Network: 
Published/Aired: 
August 2011
Axion Print Ad -  Plates

Description

Print advertisement created by Y&R, Panama for Axion, within the category: House, Garden.

Caption

One less headache

Advertising Agency: Cerebro Y&R, Panama
Creative Director: Jorge Heilbron
Art Directors: Alberto Weand, Eduardo Gomes
Copywriter: German Ponce
Illustrator: Alberto Weand
Photographer: Gustavo Dao
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Highest Rated

Troll's picture

If this idea has been done before then put a link up or scan in an image (if it's old enough to be in some annual somewhere).
It's taking a familiar visual (Alka Seltzer tablets dissolving) and showing that this product alleviates headaches in another manner.
Right now this ad is a parody. A nice one at that.

Troll
Activity Score 676
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

Roger Keynes's picture

Feels done. Anyone?

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

atb2005's picture

plop plop fizz fizz

atb2005
Activity Score 13557
andylefty's picture

Haven't seen it before. Very nice.

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Troll's picture

Does 'feel' done but can't think of an example.
If not, this is great.

Troll
Activity Score 676
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

pinguin13's picture

definitely feels done.

pinguin13
Activity Score 113
Copywriter at freelance |

P13

Ron Burgundy's picture

good

Ron Burgundy
Activity Score 1630
Art Director at Southern California
Ramat Ajala's picture

Wow campaign.

Ramat Ajala
Activity Score 794
tantrik_indian's picture

Will work only for those familiar with Alka-Seltzer Ads, I guess :-)

tantrik_indian
Activity Score 953
Copywriter |

~~this paranoid survived!~~

mr.x's picture

great ad! well done. don't know if two plates is a recognition thing, but one would've worked better -> one less headache.

mr.x
Activity Score 998
Forsbergs Skola
superniranjan's picture

plates are alive :)

superniranjan
Activity Score 30
adabortion's picture

it looks familiar because it's ripped off the Alka-Seltzer ad, come on guys...

adabortion
Activity Score 615
Creative Director
whitekaras's picture

An ad for ad people who hate washing dishes?

whitekaras
Activity Score 115
Bill Me Now's picture

Works for me! Nice repurposing of the existing Alka-Seltzer concept/layout. I don't feel like it's a straight rip off. This has new meaning. If anything, alka-seltzer should send them a thank you letter for bringing their product back out of everyones' subconscious. Very different that a direct rip of, for example if a generic alka-selttzer manufacturer made the same ad layout with their product in place and read "plop, fizz, plop, fizz"

Bill Me Now
Activity Score 180
atb2005's picture

It is actually a rip off. In advertising, we associate the image of two dissolving tablets with Alka Seltzer, and here the plates resemble tablets. Of course, most consumers wouldn't know this.

The "repurposing" argument you are making could also be made for this other ad (see link below), for Goundrey Wine Australia. A "nice repurposing" of the classic Marlboro Man image? Yeah riiight.

http://tinyurl.com/4ymeza6

atb2005
Activity Score 13557
Troll's picture

If this idea has been done before then put a link up or scan in an image (if it's old enough to be in some annual somewhere).
It's taking a familiar visual (Alka Seltzer tablets dissolving) and showing that this product alleviates headaches in another manner.
Right now this ad is a parody. A nice one at that.

Troll
Activity Score 676
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

Bill Me Now's picture

I think most consumers would get the dissolving tablet association. If the majority wouldn't, why make the ad? It wouldn't make sense to anyone.

I took a look at your example. I agree that the mock Marlboro wine ad is a complete rip off. Subbing out a tobacco product for an alcohol product may as well be subbing out Marlboro for Camel. Tobacco and alcohol both serve as relaxants.

In this ad, dinner plates to not have a similar function to alka-setzler. This ad evolved an old classic into something a little more clever. I'd still stand by my original comment.

Bill Me Now
Activity Score 180
Troll's picture

Agreed.

Troll
Activity Score 676
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

Glut's picture

clever, simple!

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
Galo's picture

Very clever! Very nice! Congrats!

Galo
Activity Score 446
Copywriter
lessismore's picture

cannes?

lessismore
Activity Score 251
Graphic Designer
Tripioso's picture

Excellent. Although one less headache from washing dishes is a washing nachine.

Tripioso
Activity Score 470
Art Director at Grupo Wisa |

Life's a Trip. Enjoy the Ride!

Mytwocents's picture

excellent point. Even more important than figuring out if it' been done or not.

Mytwocents
Activity Score 285
Copywriter
abake's picture

I like it! It's simple, fun and gets the message across in a novel way for the category. Kudos.

abake
Activity Score 1262
RMG Connect Colombia
Tomasz Dziedzic's picture

Nice and clever. Good job!

Tomasz Dziedzic
Activity Score 127
tracyzhang's picture

love this! Great and smart visual!

tracyzhang
Activity Score 133
limdephin's picture

simple and clear! Good

limdephin
Activity Score 3
Toll Fuhrer's picture

Great! Clever! and Smart!
Never seen the analogy of Alka-Seltzer before in any other product communication.
Will it sell Axion or Alka-Seltzer is debatable.
But liked it :)

Toll Fuhrer
Activity Score 29
Creative Director
Daniel_Acorsi's picture

Clever insight. Well done!

Daniel_Acorsi
Activity Score 6
Art Director
iha's picture

people in the industry (myself included) seem to have developed a certain "looks-done-to-me" paranoia. even if done, this one just made me smile.

iha
Activity Score 15
Copywriter at Demner, Merlicek & Bergmann Sofia
karmacoin's picture

great idea... smells like it was done somewhere sometime somehow...

karmacoin
Activity Score 688
Paolo Buatti's picture

Simply brilliant.

Paolo Buatti
Activity Score 896
Graphic Designer at NetBooster Agency Italia |

www.paolobuatti.it

celini's picture

Muy bueno. Sencillo, claro y bonito.

celini
Activity Score 90
elfede's picture

It is a vintage advertising. It would be a great idea in the nineties.

elfede
Activity Score 140
Copywriter at Publicis Impetu
HellFish's picture

Excellent, congratulations guys!

HellFish
Activity Score 185
Copywriter
Manoma's picture

Yep very good shot soony ;-)

Manoma
Activity Score 1108
Copywriter
Prasad Weerasekara's picture

Brilliant ....

Prasad Weerasekara
Activity Score 653
adschmad's picture

Nah, done!

adschmad
Activity Score 72
Hadrons's picture

agree with Alka Seltzer like atb said..

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Mick Fly's picture

Great idea!

Mick Fly
Activity Score 149
Art Director
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