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Agency Network: 
Published/Aired: 
July 2009
David&Goliath Print Ad -  Brave, 2

Description

LA-based David&Goliath recently launched “Brave,” a new approach to creativity and daily life at the agency. Everything they do reflects this brave approach, even their agency photo.

The attached photo brings D&G’s name and “brave” philosophy to life in an extremely graphic and memorable way. Shot on top of the agency’s parking structure using multiple flashes, smoke machines and some handy retouching, the shoot caused quite a stir in El Segundo (which is right next to LAX). Mid-shoot the agency was confronted by three police cars and told to shut down.

Apparently, the numerous camera flashes were interfering with the airport control tower and incoming planes. D&G apologized and shut down immediately. It was quite a scene, a clan of 110 hooded soldiers surrounded by smoke and cop cars. Not your typical group shot…

Print advertisement created by David&Goliath, United States for David&Goliath, within the category: Agency Self-Promo.

Advertising Agency: David&Goliath, Los Angeles, USA
Chief Creative Officer: David Angelo
Executive Creative Director: Colin Jeffery
Creative Director: John Kieselhorst
Art Director: Eric Waetzig
Art buyer / producer: Barb Sanson
Retouching: Bullseye
Photographer: Ryan Schude
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Son's picture

Please do not compare with any one again, again and again.
Brave is good. Brave yourself.

Son
Activity Score 74
Copywriter at Copywriter
SoCH_TO's picture

Very bad Idea man

Its totally Bloody

SoCH_TO
Activity Score 967
Art Director |

Live with Passion

Guest's picture

Bloody good !

Guest
Son's picture

Yeah.
And why the ad men have to fight each other all the time?
Spend time for good works. And beer. And things you like.

Son
Activity Score 74
Copywriter at Copywriter
Son's picture

Comment on the ad itself:
Where is the name of your agency - official name?
Where is the logo of your agency - if you had any?
Where is the slogan?
Where is the headline?
Finally, what would you guys want to say?

THIS IS NOT AN AD, SORRY:

LA-based David&Goliath recently launched “Brave,” a new approach to creativity and daily life at the agency. Everything they do reflects this brave approach, even their agency photo.

The attached photo brings D&G’s name and “brave” philosophy to life in an extremely graphic and memorable way. Shot on top of the agency’s parking structure using multiple flashes, smoke machines and some handy retouching, the shoot caused quite a stir in El Segundo (which is right next to LAX). Mid-shoot the agency was confronted by three police cars and told to shut down.

Apparently, the numerous camera flashes were interfering with the airport control tower and incoming planes. D&G apologized and shut down immediately. It was quite a scene, a clan of 110 hooded soldiers surrounded by smoke and cop cars. Not your typical group shot…

Son
Activity Score 74
Copywriter at Copywriter
Guest's picture

The company name says it all. Stop trying so hard when the obvious is right in your face.

And I will say this...if you don't know who D&G is, then you just don't know jack shit.

Guest
bad astronaut's picture

it's a promotion shot, just like how photographers show promo shots of a water splashing on top of some hot lady. Sometimes it helps to read the category before making statements that simply show you don't know who David and Goliath is and how an ad should be.

The shot is bad ass and D&G rocks the Lucha Libre on their website.

bad astronaut
Activity Score 544
Guest's picture

Oh pleaassse! If this is a promotion then it's the worst I've seen yet. Look at the first row of people and describe their emotion. They're bored out of their pads!!! They don't look brave or fierce or even victorious since that is supposed to be Goliath's head on the ground. They look like they want this shoot over with. Their weapons aren't even bloodstained, which makes you wonder who killed Goliath?!?

"...“Brave,” a new approach to creativity and daily life at the agency. Everything they do reflects this brave approach, even their agency photo."

Tell me which part of this 'promotion shot' promotes 'Brave'.

Guest
bad astronaut's picture

I guess the head on the floor isn't obvious enough especially with the literal reference.

bad astronaut
Activity Score 544
Son's picture

Why no one smiling? Unhappy?
And it's hard to find the ad men who like uniform! :-)

Son
Activity Score 74
Copywriter at Copywriter
tirthomitro's picture

son... i like you!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Zeus's picture

WTF is this??

Zeus
Activity Score 906
somewhere
Guest's picture

it would've been tasteful if there was no blood involved. but dig the idea.

Guest
CGilb09's picture

I'm not sure if the ad itself or the sophomoric description below it is worse.

CGilb09
Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

bknowlden's picture

is no one familiar with david and goliath? aow can be such a band wagon for opinions. i am personally stoked to see a piece like this.

bknowlden
Activity Score 3647
Art Director |

--
brandon

www.brandonknowlden.com

Blashyrkh's picture

Great shot. Great Photoshop. But this doesn't take me to an ad agency.

Blashyrkh
Activity Score 32890
Art Director
Guest's picture

How much more literal can a shop get?

http://dearadvertisin.blogspot.com/

Guest
alexander_bickov's picture

Head must to smile :)

alexander_bickov
Activity Score 3279
warreno's picture

Clever idea, but...

D&G apologized and shut down immediately.

Doesn't sound all that brave to me...

On a more serious note, the image doesn't really help me understand what brave is supposed to be. Does it mean weird, or cutting edge, or in your face? If so, fine; but heavens, how about a definition?

warreno
Activity Score 222
AmOgodzzz's picture

This really isn't an ad so I don't understand why it's here. But I also question the agency's motive in doing this. It makes them look juvenile and a little cult-ish to make all their employees dress identically and stand for a group photo with a severed head. Psychotic, much?

AmOgodzzz
Activity Score 826
Copywriter at School of Visual Arts
Guest's picture

the description undermines everything. It's like a comedian who begins his set by saying "I'm a crazy guy and I'm extreme!!!1" but of course, he never is and that's why he had to say it in the first place. If you really are good, you don't have to tell anyone at all.

Guest
everartz's picture

the photoshop work and the overall look and feel is awesome, though its a bit fierce and bloody. the only thing i'd comment for is the lake of a completed informative image through text or something to tell whats this all about... i'd give it 9/10 for the retouching only.

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

So their strength's in numbers and not actual talent. If i recall right, David didn't need an army when he put Goliath to sleep.

Guest
Guest's picture

good for bin laden or terrorist

wtf is this blody sad and no one smiling at all

Guest
Guest's picture

so bad...r u student???

Guest
Chopper's picture

I don't remember David cut the Goliath's head.

Chopper
Activity Score 1015
navs's picture

violence don't sell.

navs
Activity Score 171
Guest's picture

Got the David and Goliath bit, didn't get the brave bit.

Guest
Guest's picture

Nothing says "brave" less than cheap shock value. Try again.

Guest
Guest's picture

BIZARRE, i would not work with this agency....i prefer the brave David with no bloody violence.

Guest
Guest's picture

it's unnecessary, having a bloody head on the car park is not brave ... which one is David, sorry pansys they wimps ... okay so my comment is crap, but for an ad like this, who needs intelligent discourse ...

Guest
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