Agency Network: 
August 2010

Print advertisment created by Existcomm, Indonesia for Cekidot, within the category: Media.

Over-texting, to the weeds you're rushing
Texting While Driving
Uncool, Dude!

Advertising Agency: Existcomm, Yogyakarta, Indonesia
Creative Director: Margareta Wulandari
Art Director: Nanda Giftanina
Copywriter: L. Acynthia Putri

Comments (15)

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jackmancer2017's picture
Activity Score 6992

Lovely photography. Wonder what's in the text message ;-)

velle's picture
Activity Score 1550

Beautiful postcard-perfect photography... I think the concept is interesting, I'm not sure about the copy though - much of the punch could have been lost in translation? Anyway, the 'not cool dude!' might not have worked for a repercussion as serious as skidding sideways n over - lots of people have died like this, with helmet coming off at point of impact.

shahidali's picture
Activity Score 4069

Superb art direction.


Billoughsby's picture
Activity Score 5144

Agree with velle. We hear the comment from time to time that a particular subject is not suited to whimsy. I think this is one of those subjects. This series is cute/funny; the subject isn't. Logical disconnect. Suggests one gets up and dusts off their shoulders after a tumble through a clothesline full of wash or a cornfield. Often not the case.

That's it.

velle's picture
Activity Score 1550

true dat.

ive seen too many dead motorcyclists with their helmets several metres away from them to not care.

pu3's picture
Activity Score 10

Cekidot Free Weekly Bulletin is a bulletin for Indonesian teenagers/youngsters. They text while driving all the time, no matter how many signs of warning put on the streets by police, telling them how dangerous texting while driving is. Most of them don't care and keep doing it. Indonesian youngsters seem to be more concerned about "being cool" these days, so this ad wants to show them, how embarrassing/uncool if they fall to the weeds (or neighbor's washing, etc).
The original copy used slang words which is popular among Indonesian youngsters.

velle's picture
Activity Score 1550

maybe most of them don't care because they haven't been made to think through the consequences of their actions. maybe you could find a way to communicate those consequences in a way only an Indonesian youngster would understand.

telling a kid something is 'dangerous' means very little to them. A kid doesn't have much to lose, compared to an adult, but they don't even know that yet - they don't fully grasp what they stand to lose - and if they do lose an arm or a leg, being Asian, and being young they think, mom and dad will always be there to take care of them.

also, kids tend to do dangerous things knowing full well adults see those acts as dangerous, but their peers see those acts as 'fearless', so they do it to impress their peers, so the word, 'dangerous' is associated with opportunity to improve social standing.

Guest's picture

i dont think this ad is trying to tell youth "texting while driving is dangerous" instead it tells "texting while driving is not cool cause it can cause you an embarrasing situations"

just like you said, they dont care about danger...but they do care about being cool or not

grubstubbs's picture
Activity Score 70

Can't agree more. I think the message should be focused on the danger, not about being cool.

JCSaiKrishna's picture
Activity Score 725

This ad is example of thinking visually!
I'm excited to know my mistakes!

byzade's picture
Activity Score 129

interesting pict

agatur's picture
Activity Score 78


Dzsoi's picture
Activity Score 8532

It's uncool and easy to say 'uncool'. Make me feel that way, "dude".

pedasmanis's picture
Activity Score 6


coltrane74's picture
Activity Score 16

nicely done!