February 2007

If chased by a bear, run downhill. While they can rush up hills and trees, bears' shortened front legs lower their centre of gravity when descending, forcing them to slow down.
The smart way to stay ahead. Aptivus

Advertising Agency: Huntsworth Health, UK
Creative Director: Andy Bell
Copywriter: Sophie Johnson
Art Director: Martin Gaul
Photographer: Stuart McClymont

Comments (13)

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Highest Rated

Dexter's picture
Activity Score 32

Get chased by bears often do you?

Rusio's picture
Activity Score 326

I loved this campaign.
maybe could work better on animal planet or natgeo. but it`s fine.

Ozric's picture
Activity Score 4043

I think its good too, loved the way they put the tips.

Ironite's picture
Activity Score 18

I liked it, im not very knowledged in advertisements but this is new to me heh

liar's picture
Activity Score 384

What is Aptivus doing? I mean, what business are they involving?

Rusio's picture
Activity Score 326

In some credits it was in pharmaceutical category. But no idea what it is.

Sellitti's picture
Activity Score 12

I looked up Aptivus online. It appears to be an HIV inhibitor. It's hard to read what the subhead says. Maybe that point is communicated there.

popdistortion's picture
Activity Score 1592

Good ad, wrong product and somehow the orange bar ruins it a bit for me.

everartz's picture
Activity Score 7613

This is just great work! and there are good advices that everyone can benefit from... the only thing im wondering about is that why theres a glowing sun in the BKG of each ad?

| everartz |

Dexter's picture
Activity Score 32

Get chased by bears often do you?

A. J. SMITH's picture
Activity Score 2822

Whats Aptivius?

Is it a running shoe?

Sorry but I don't like it.

Have Heart's picture
Have Heart
Activity Score 922

I think these ads are absolutely worthless, because I still have no idea what Aptivus is. And the idea/typography isn't overwhelming enough to make up for the lacking link to the product.

teenie's picture
Activity Score 1894

I like the idea, but the whole thing is pretty choppy. The art direction should be cleaner and simpler. And reverse white type on a pale orange background looks nice - so long as you don't actually want to read anything. By big bug is with the copy, though. It sounds choppy and doesn't exactly roll off the tongue. Why say "bears' shortened front legs lower their centre of gravity when descending" when you mean "bears have short front legs which makes it hard for them to run downhill."

Shut Theory's picture
Shut Theory
Activity Score 515

i agree with teenie about the "too much scientific" copy, but generally the campaign is: im giving u advice on how to stay ahead of the monster, the monster here is HIV, and act(whatever) is the advice...

but out of curiosity, do bears live on mountains?