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Published/Aired: 
May 2008

Description

Print advertisement created by Saatchi & Saatchi, Vietnam for Cu Chi Museum, within the category: Recreation, Leisure.

Advertising Agency: Saatchi & Saatchi Vietnam
Executive Creative Directors: Steve Hough
Creative Directors: Joel Clement
Art Directors: Joel Clement, Linda Pham
Copywriters: Steve Hough, Chi-Minh De Leo
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smithson44's picture

Very very good. Maybe too much space for the headline.

smithson44
Activity Score 8
jazarah's picture

amazing, i like it

jazarah
Activity Score 1262
phoamcor's picture

The other lines are way better.
This one is assholey and sarcastic and wholly inappropriate.

phoamcor
Activity Score 1284
erick_strange's picture

USA is NOT AMERICA.

erick_strange
Activity Score 4
Art Director
Bárbara Guilherme's picture

Yes! it is unfair, because only USA participated in that war. So, they were generalizing the America.

Bárbara Guilherme
Activity Score 38
crisis's picture

Come celebrate the death of American soldiers.

Thanks, but no.

crisis
Activity Score 187
Writer
Davosk's picture

No one is saying it's a celebration. It's a fact, it happened. The whole thing was a huge fucking disaster and American deaths was nothing compared to all the innocent lives lost there, as with any war involving the American Military offensive. America, pull your head out of your arse.
I'm talking about the United States of America, just to make that clear.

Davosk
Activity Score 4815
Art Director
Rachel.Mann's picture

FAIL. Donations = All the bombs those planes are dropping on Vietnam, genius. Read the tiny print under the huge copy. It explains it, probably to ward off stupid comments from buttsore Americans who read this and get offended.

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

crisis's picture

Yes, I understand the line. Perhaps you should try to read between them. In the third ad it says, "brought America to its knees" and "the superpower becomes powerless." This is a celebration of death - how poor innocent farmers struck back at the 'evil' American empire.

Japan attacked the US first, but we don't make Hiroshima Museum ads that say, "Paybacks a bitch, huh?"

crisis
Activity Score 187
Writer
Rachel.Mann's picture

Nah, cause the US already paid 'em back with those silly little internment camps.

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

crisis's picture

Thanks for the history lesson. Really not sure how that fits into the argument, but a decent troll nonetheless.

crisis
Activity Score 187
Writer
Rachel.Mann's picture

No problemo, not really sure how Japan fit in the argument in the first place, so I thought I'd throw out that little gem for shit and giggles.

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

dnguyen's picture

What does japan have to do with this you silly american idiot.

sorry did vietnam attack america first?

All this ad is saying is that the ingenious viet cong fighters used this tunnel of cu chi to beat the americans because they are too stong otherwise. so they found a way to make them weak. that why super power is powerless. many vietnamese die in cu chi too from bombs from america. so what are you talking about!

You are mixing your war with japan and this, it makes no sense. 2 different stories, by the way you lost the war in vietnam, did you know that? stupid american! its because of people like you that people around the world hate americans. a shame for all the other american man that are very good people!

dnguyen
Activity Score 81
RMIT
crisis's picture

It's called an analogy. Let me break it down for you.

America attacks Vietnam -> Vietnam wins, makes an ad glorifying American deaths.

Japan attacks US -> US wins, does NOT make an ad glorifying Japanese deaths (in Hiroshima or elsewhere).

This is the difference I was trying to bring to light. It's seems insensitive to me to glorify the deaths of one's enemies in advertising - especially after so much time.

They are powerful ads, but they purposely seem to be riding the anti-american sentiment to sell a product.

crisis
Activity Score 187
Writer
dnguyen's picture

are you serious or is this a joke? you can't be that idiot. Maybe you can... there is no anti american sentiment in vietnam. we love americans. this is only REALITY. And both sides fought brave. if you have feeling this is offensive to you, you are really the stupid american nobody like wand wants to know. go out of you country and discover the world, discover the real world!

dnguyen
Activity Score 81
RMIT
dnguyen's picture

sorry and i would like to say, you analagy makes no sense. you reason like somebody who is 11 years old. again, maybe that just your uncultured mind.

dnguyen
Activity Score 81
RMIT
copypastewriter's picture

the analogy is totally pertinent, the U.S doesn't go around making ads glorifying death, even those of its past ennemies. on another note, the idiotic assumption that America invaded vietnam is totally ludicrous, you should check your facts before blurting out such nonsense. It was the communist north Vietnam that invaded south Vietnam (which was under american protection) and forced the U.S to intervene. Also, it's kind of ridiculous to praise the Vietcong "victory" as they lost ten times as many soldiers as the americans did in that war. But of course communist regimes don't really care about the value of human life, so i'm not surprised. Anyway the ad is actually good, well thought out. However, it's of no small interest to point out that it's a vietnamese ad, in the style of american advertising, a complete paradox to communism...so did America really lose? Vietnam was only a battle in the cold war, and it doesn't matter if you lose a battle, what matters is who wins the war...guess who won.

copypastewriter
Rachel.Mann's picture

Wow. You're a class act. The epitome of an ugly American. Most Americans have accepted it and moved on.

Also...you just said:
"Also, it's kind of ridiculous to praise the Vietcong "victory" as they lost ten times as many soldiers as the americans did in that war."

So who's glorifying death now?

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

everartz's picture

whats the copy???
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

Lip's picture
Lip
Activity Score 234
R. Rinaldi's picture

So solid

R. Rinaldi
Activity Score 686
Singapore
gonzohj's picture

Way to go Saatchi Vietnam!!. Love the lines and the attitude.

We are all ignorants, but we don't all ignore the same things...

gonzohj
Activity Score 103

"We are all ignorants, but we don't all ignore the same things..."

Tincho's picture

These are great!

Tincho
Activity Score 1093
Art Director
getconnected2001's picture

Love them all.What a campaign.
You made my day.

getconnected2001
Activity Score 987
Art Director at New Delhi
babylon's picture

"USA is not America"

Well, that is true. Unfortunately, most Americans do not know that.
Some think Florida is South America.
Some think North America is a country.

It just hilarious to watch a program like "Are you smarter than a 5th grader?" and all those videos on youtube showing the average american's knowledge in geography.

btw, love these ads.

babylon
Activity Score 16
Alistair C.'s picture

wow, this line rocks!

Alistair C.
Activity Score 692
Copywriter
Calibarak's picture

Same scam team.

Calibarak
Activity Score 302
McBain5000's picture

Nice that the museum can reflect on the lighter side of life - unless it's a goddamn scam of course. The more i think about it, the more i reckon it is...

McBain5000
Activity Score 115
n/a
Kateter's picture

boooom! powerful stuff! really really good.

been there and this is totally relevant.

Kateter
Activity Score 2029
Copywriter
petek's picture

Award winning line!

petek
Activity Score 1894
Creative Director
dnguyen's picture

Very nice ad! so powerful! this ad is very meaningful and relevant! good job!

dnguyen
Activity Score 81
RMIT
theanc's picture
theanc
Activity Score 2783
Art Director at NBS / Dentsu Aegis Network |

http://www.augustocorreia.com.br

andre_j's picture

proper!

andre_j
Activity Score 88
copywriter
Rachel.Mann's picture

ZING!

Rachel.Mann
Activity Score 450
Other at University of Houston, Bauer College of Business/KBR |

--------------------------------------
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
- Leo Burnett

krautland's picture

wow, this is pretty damn strong.

krautland
Activity Score 3216
Art Director at erm... no calls please.
Ad Fanatic who hate Rip-Offs...'s picture

Oh... Saatchi Vietnam, and there's only one Vietnamese in the credits of 9 person?

Ad Fanatic who ...
Activity Score 58
Art Director
dnguyen's picture

... I see 6 people on credit list, and 2 vietnamese names. by the way, in vietnam most creatives are expats. Ignorance is bliss

dnguyen
Activity Score 81
RMIT
consolidated.db's picture

.

consolidated.db
Activity Score 545
Copywriter at Ad Land
Guest commenter's picture

something worth looking at in the crowd
great.....

Guest commenter
copypastewriter's picture

the Japan/US analogy is totally pertinent, the U.S doesn't go around making ads glorifying death, even those of its past ennemies. on another note, the idiotic assumption that America invaded vietnam is totally ludicrous, you should check your facts before blurting out such nonsense. It was the communist north Vietnam that invaded south Vietnam (which was under american protection) and forced the U.S to intervene. Also, it's kind of ridiculous to praise the Vietcong "victory" as they lost ten times as many soldiers as the americans did in that war. But of course communist regimes don't really care about the value of human life, so i'm not surprised. Anyway the ad is actually good, well thought out. However, it's of no small interest to point out that it's a vietnamese ad, in the style of american advertising, a complete paradox to communism...so did America really lose? Vietnam was only a battle in the cold war, and it doesn't matter if you lose a battle, what matters is who wins the war...guess who won.

copypastewriter
Calibarak's picture

Bleh

Calibarak
Activity Score 302
RoodDood's picture

my favourite of the lot. great campaign overall.

RoodDood
Activity Score 46
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