Agency Network: 
August 2009

Print advertisment created by Y&R, Israel for Clearex, within the category: Health.

Don't hide it, clear it.

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel
Chief Creative Director: Gideon Amichay

Executive Creative Director: Tzur Golan

Creative Director: Yariv Twig

Art Director: Meron Sasson
Copywriter: Sharon Refael
Account Manager: Adam Polachek

Account Supervisor: Dana Cogan

Account Executive: Anat Ruderman
Photographer: Menachem Reiss

Comments (7)

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alexander_bickov's picture
Activity Score 3279

I like this idea

naresh's picture
Activity Score 298

Very Cool Idea and fresh!


GMD10's picture
Activity Score 142

Fresh idea for sure. Except that doesn’t make it good advertising. For instance the copy could have been better. It's a bit confusing now.

What are you hiding if you draw a tattoo around your pimple?? Shame got nothing on you.

Second, the visual suggests, probably unintended, that you can solve your zit problem by being creative. The problem is solved without the product. In such a way that it even demands respect from friends for the sense of humor.

I know a teenager wouldn’t really see a face tattoo as an option. But they will take the joke, not the brand. As the brand doesn’t seamlessly connect to the idea that drawed them in. (Only the Pac Man version does a decent job if you're not too young to remember.)

Guest's picture

It's interesting, but bland. Could be pushed farther.

The joke is funny, a young target may connect with the humor. You have a human truth here, but its not going all the way. It seems like a missed opportunity to be really impactful.

Why a face tattoo? Why would you ever put on a face tattoo? There's a reality gap, and it's not funny enough to get me involved in the brand. Pac-Man - eh, it's retro, interesting but doesn't fit well with this generation, unless its hopping off their interactive mobile device.

'Hiding' is an interesting idea, but it could be stronger. Maybe a kid is coloring on himself with peach magic marker in a school restroom. It would depend heavily on the shot. But then it also changes your tone, completely.

This work is so simple it works, but the face tattoo is really fake to me.

The camouflage graphic is also at odds with the message of "don't hide it," a small detail, but still an off-element.

GMD10's picture
Activity Score 142

Nice additional comments on the visuals. Especially the camouflage was sharp. Me like.

Guest's picture

awesome Idea!!!

Guest's picture

oh, come on! first idea to come in mind. where's the unique product proposal??? where's the feeling, the empathy???
do you even remember the product name reading this text?