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Air fresheners

Agency Network: 
Published/Aired: 
December 2007
Chevrolet Print Ad -  Air fresheners

Description

Print advertisement created by McCann, India for Chevrolet, within the category: Automotive.

Caption

Incredibly spacious.

Advertising Agency: Mccann Erickson, Mumbai, India
Creative Director: Prasoon Joshi
Copywriter: Pk Anil
Art Directors: Kapil Tammal, Sandesh Kambli
Photographer: Shekawat Hs Photography
Servicing: Suhail Tariq
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Inverted's picture

Oh my god thats bad...

Inverted
Activity Score 193
Westerdals
Mr.Top's picture

It's really really bad, and also says that the car STINKS!!!!

Mr.Top
Activity Score 728
jazarah's picture

lol u r right

jazarah
Activity Score 1262
rony.wany's picture

theworstcar'sadoftheyear and award goes to...............Prasoooooooooooon!

rony.wany
Activity Score 50
doworkson's picture

yeah that says incredible stinky.. not spacious.

doworkson
Activity Score 242
Copywriter
prsuction's picture

how it spacious. didn't get it.

prsuction
Activity Score 17
mauroxxx's picture

Because u'll need a lot of those trees (as u can see in the ad) to have a good smell even in the back of the car...

mauroxxx
Activity Score 539
Art Director at Ogilvy & Mather Bogotá
Ad_Man's picture

i can do that even in my small car... even if i want to, i can hang more than 6 air fresheners...

Ad_Man
Activity Score 826

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

512's picture

yeah, that´s not fresh at all...

512
Activity Score 212
efox5's picture

I think maybe it's a culture thing, it was from India.
Could any Indian friend could explain this?

efox5
Activity Score 85
rottenmutton's picture

Jeez guys... come on...

To freshen the area in a normal sized car you only need one air freshener.
To freshen a large area in an unusually spacious car, more air fresheners are needed...

True it's not the most obvious ad in the world, but it's not rocket science either.

The thought is cool, but the ad just doesn't work... is it the sepia tone? The crop?

rottenmutton
Activity Score 20
Copywriter
Wordnerd's picture

we know what they intend to say. but try to imagine you wouldn't work in advertising and whouldn't know how ad-people think. whould you get it then?

Wordnerd
Activity Score 6692
Copywriter
mauroxxx's picture

the sepia tone it definitively doesn't work, it gave it a "stinky" ambient :S

mauroxxx
Activity Score 539
Art Director at Ogilvy & Mather Bogotá
wkanaan's picture

I like! I got it pretty quick. Although it might not be the best way to show how spacious it is but gets the idea across.

wkanaan
Activity Score 483
Art Director
ahpitt's picture

Those X'mas trees are freshener -.-

ahpitt
Activity Score 342
Art Director at Art Director
mlsman5000's picture

the old air freshener tree gag again.

mlsman5000
Activity Score 128
Saatchi & Saatchi
rony.wany's picture

crap......just a crap...

rony.wany
Activity Score 50
jsn's picture

if we ad people don't get it, then it will be harder for the average Joe. I think it would help if the camera is all the way at the back and shot using wide angle lens, dramatising the spaciousness, and the bunch of air freshners are small, right at the end, and the line is next to it.

jsn
Activity Score 83
Art Director
Misstree's picture

For all u international dudes out there, this one reeks of a SCAM!! 90% of the Indian population would never identify with that kind of a freshener...we hardly even have the X'mas tree fresheners around! A westerner, on the other hand would identify with it pronto. so this ad is intended for international consumption n digestion. N has nothing whatsoever to do with the Indian audience.

It's the same kind of lousy disconnect with the Indian TG that i've been seeing on this site wrt Indian agencies....purely catering 2 the west. It bugs the shit out of me. Since when did our best guys (read Prasoon & Piyush) have to resort to this kind of gimmicking?

.............................

Not all who wander are lost

Misstree
Activity Score 425
Copywriter |

.............................

Not all who wander are lost.

Misstree's picture

N efox5...sadly no, it ain't a 'culture' thing, buddy.

Misstree
Activity Score 425
Copywriter |

.............................

Not all who wander are lost.

everartz's picture

i dont like the yellowish tone given here.. it makes me feel sick when i look at it, not discussing the idea coz everybody here said enough about it...

long live Ronnie James Dio!!!
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

iT-iS-i's picture

That's india for you folks....

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

Disco Munky's picture

You're a sad little man....or boy.

Talk about the idea not the country. When you do that we don't think "ha ha what a funny dude", it's more like "Mr tiny penis just had a brain fart"

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

iT-iS-i's picture

Get over yourself monkey boy, who are you to say what i should and should not do. Get off your high horse smart ass. You did it with drunk dave, your childesh antics are old man and not a quarter as entertaining as you intend them to be. Do what everyone else does, If you don't relate or like any of the comments skim over them. If you can't do that then deal with it.

Add insult to injury then burn the candle at both ends.

iT-iS-i
Activity Score 1721
Copywriter |

:: Put your ears against the ground so i can walk over what you heard::

Disco Munky's picture

Like you just did?

tool

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

Vicomte's picture

Only bad ads become so much comments.
BACK IN 1995!!!

Vicomte
Activity Score 287
Copywriter at Copywriter
matks's picture

The car stinks. Headline should be:
So spacious that you can load up to 100 herring boxes.

matks
Activity Score 476
Advertising
Wordnerd's picture

Hey! nice Idea! thanks for proving the power of copy :)

Cheers

Wordnerd
Activity Score 6692
Copywriter
kergu's picture

is nice but when you thought for second time is like... ok but if i wanna desapeer some bad smell in the car and resist to die... mmmm the ad is god in at first impression!..."my car is so big...i have to use so many Air fresheners

kergu
Activity Score 6795
speed's picture

I saw it more as a forest of trees vs. a normal single tree thus showing size.

The smelly car issue weakens it, though. Perhaps a gorgeous beauty interior shot in cool blues and greens (and a spacious angle) with a "forest" of evergreen air-fresheners and a matching vast evergreen forest scene out the window, would have taken the smell thought away and focused on the ample room - then it would work.

speed
Activity Score 83
Commercial Photography
1983's picture

the familiy that owns this car maybe have a colon problem

1983
Activity Score 148
Copywriter
jumpp21's picture

jumpp21

The freshener things been done to death and this doesn't improve upon it. My take is that the car holds more stinky, sweaty people. Did I get it?

jumpp21
Activity Score 26
leo burnett |

jumpp21

budibud's picture

This is Prasoon's? I'm looking forward for Ramen to comment. XD

budibud
Activity Score 128
Copywriter at Freelance |

Boediboed
Trying to retire ad-man

Angel-devil's picture

I think this will work for India. Few months ago my friends came back from that country and were shocked. Indians love to fill the air with fragrances so much, that for people from other countries it is really hards to endure it. So this ad is perfact for indians.

Angel-devil
Activity Score 39
Copywriter
kbaudelaire's picture

JAJAJAJA... it's so sketchy it becomes really funny... i love it

kbaudelaire
Activity Score 54
Advertising |

::: kbaudelaire

puppiepoppy's picture

I think the idea deserve a dozen more refresher....

puppiepoppy
Activity Score 1634
Creative Director |

www.michaelwongcc.com

JamurPutih's picture

wow! a spacious stink car!

JamurPutih
Activity Score 263
Art Director |

end of joy, enjoy

pawan42626's picture

Oh 'Maa'

pawan42626
Activity Score 4
New Delhi
mikepants2005's picture

Well wouldn't your car stink after having a large curry!

mikepants2005
Activity Score 504
Copywriter
Disco Munky's picture

You sound like a winner.

Disco Munky
Activity Score 3890
Art Director |

Doin' it for the points

thirstydesert's picture

i dont know what to say :O

thirstydesert
Activity Score 8
AA
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