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Farewell soldier

Campaign
Agency Network: 
Published/Aired: 
August 2008

Description

Print advertisement created by Ogilvy, South Africa for Duracell, within the category: Gaming.

Advertising Agency: Ogilvy Johannesburg, South Africa
Creative Directors: Fran Luckin, Gerrry Human
Art Director: Martjie Louw
Copywriter: Taryn Scher
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Highest Rated

Crisp One's picture

hahahahaha minute man

Crisp One
Activity Score 2005
Other at New York
Your local AD-Man's picture

Playing on sex in advertising is about as fresh as Disco.

Your local AD-Man
Activity Score 10
Art Director
JAGGY's picture

Brilliant.

JAGGY
Activity Score 1382
Copywriter at TBWA, Mumbai |

Jaggy, MICA Ahmedabad

Crisp One's picture

BZZZZZZZZ

Crisp One
Activity Score 2005
Other at New York
pao.r's picture

i didnt get it... does it mean that the battery lasts longer than a hug?

pao.r
Activity Score 2
UE Siglo 21, Córdoba, Argentina
STRTLRS's picture

There's a vibrator joke in there somewhere...

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

pscs's picture

hehe lol

that uniform doesnt look like the US. south african perhaps -- since it's from an SA ad agency?

pscs
Activity Score 440
SAC
RM's picture

I think he's coming back from war and she is not that happy about it! Her vibrator was a better companion. Maybe this is the joke...

RM
Activity Score 419
Copywriter
seekyu's picture

but the title it's farewell...is it really talking about sex

seekyu
Activity Score 18
RM's picture

True true, my apologies, still... she aint a happy woman!

RM
Activity Score 419
Copywriter
diegocontrerast's picture

brrr he's leaving for a long time, so she'll find a new companion (the toy) until he comes back.

diegocontrerast
Activity Score 31
Method Creative, SMU
aintnobusy's picture

how did u guys evn manage to jump on d viobrator part huh ?? assumption is it ?

aintnobusy
Activity Score 30
euro rscg
Don Draper's picture

I agree. If this ad is supposed to be sexual it assumes too much. What makes you guys think that is his wife or girlfriend? It could be his sister. I see nothing here that implies sex. The message could be soldiers are being deployed for longer and longer periods of time. The batteries you buy now (for what ever use) will still be working when he gets back. I wonder what you guys would have thought if you didn't have that title up there to lead you?

Don Draper
Activity Score 144
Creative Director
Guest's picture

You gotta be kidding. "The batteries you buy now will still be working when he gets back.'? lol

No, this ad is a vibrator joke.

At least she's planning to be faithful.

Guest
scottshepard's picture

pscs,

You're from South Africa and you don't know what your country's military uniform looks like?
That there uniform belongs to the few, the proud, the Marines. The United States Marine Corps.

There is a symbol printed within the pattern, if you can guess what it is, you win a cookie.

scottshepard
Activity Score 34
Photographer at Scott Shepard Photography |

Best Regards,
Scott Shepard

www.scottshepardphotography.com
www.scottshepardphotography.blogspot.com

Guest's picture

is it a face? I can't tell whose though. I would guess if there is a face in the US marine camo it would be of a famous former marine or US President from history.

Guest
Crisp One's picture

looks like a stock shot with a logo and tag to be honest

Crisp One
Activity Score 2005
Other at New York
ManchuChanchu's picture

this makes no sense to me...is it saying that 'last's longer than relationships'?

ManchuChanchu
Activity Score 701
Art Director
omareduardo777's picture

no, it says it lasts longer than war,

omareduardo777
Activity Score 27
Copywriter
danyels0n's picture

she's gonna need a good battery for her vibrator while hes gone, simple. feels like an old joke.

danyels0n
Activity Score 202
United States
syno's picture

she continue using vibrator. lol

syno
Activity Score 23
Art Director
Dozer's picture

if you analyze his uniform it looks like retro, like an old type / style uniform, maybe he was gone a long time ago, and he is back!, still love in the air XD!......but the farewell title daze and confuse me lol!!

Dozer
Activity Score 149
Kateter's picture

oh, I just love this kind of headline: 'blah-blah-blah something, much something'(wink-wink). same category as 'blah-blah-blah something. almost something.' (get it? wink-wink)

btw, it's a vibrator joke. and a poor one IMHO.

Kateter
Activity Score 2029
Copywriter
Ardakas's picture

Well this is what i think:
The soldier is really a TOY. So, the woman is saying good bye for a really long time because a boy is going to play with him (it).
If that the idea has been done for xbox since a couple of years ago for a war game. You know, making the characters look like thay have a real life.

Ardakas
Activity Score 8
Copywriter
Neil Levy's picture

this isn't a sex joke. the basic ad structure works like this: If you think this lasts long (the farewell hug between a husband going off to war and his wife) wait until you see how long this new battery lasts.

if i am right, maybe the creatives who did the work can comment on it as such.

Neil Levy
Activity Score 314
Copywriter |

neil levy

Wordnerd's picture

first i thought this is so a vibrator joke. but after reading the line i think you may be right

Wordnerd
Activity Score 6692
Copywriter
Quink's picture

no, danyels0n is right. this is a vibrator joke. he's going away for a long time. hence, she'll need the vibrator for a long time.

Quink
Activity Score 234
Copywriter
ahpitt's picture

Not everyone can get the idea.

ahpitt
Activity Score 342
Art Director at Art Director
iT-iS-i's picture

Hard to get crap.

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::

Goblin's picture

really nice....good job!

WWW.MULTIMEDIA-STOCK.COM
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Absolutely Free Global Multimedia Share
upload/download free pictures, 3d models, illustrations...

Goblin
Activity Score 412
Creative Director at I TO NIJE SVE! |

________

www.itonijesve.com

feel's picture

fake, pointless, waste.

feel
Activity Score 168
El ave de las tempestades's picture

it's a vibrator joke indeed, but it's upside down. The guy is arriving from his long trip from war and the lady says "damn, back to quickies". It's just a thought.

El ave de las t...
Activity Score 2
Copywriter
Crisp One's picture

hahahahaha minute man

Crisp One
Activity Score 2005
Other at New York
wesohaire's picture

You guys are missing it. It lasts "much longer" as in the Iraq war. That war is lasting "much longer" than anyone anticipated.

wesohaire
Activity Score 2
Art Director at 70KILO
AXAY555's picture

WHAT THE F.... such a simple ad & so many ppl who just postmortemed it...
this ad is little emotional & funny... & has nothing about sex or vibrator.. GOD

the title says farewell right & this guy is leaving for war or something like that,
now just look into her eyes there is a big Question that will he return home alive or not ?

So we don't know if he will last or not but Duracell batteries definately lasts longer much longer.
now u people get it.. recharge ur vibrators man.

AXAY555
Activity Score 582
Graphic Designer at rachana sansad college of applied art, mumbai.
AXAY555's picture

WHAT THE F.... such a simple ad & so many ppl who just postmortemed it...
this ad is little emotional & funny... & has nothing about sex or vibrator.. GOD

the title says farewell right & this guy is leaving for war or something like that,
now just look into her eyes there is a big Question that will he return home alive or not ?

So we don't know if he will last or not but Duracell batteries definately lasts longer much longer.
now u people get it.. recharge ur vibrators man.

AXAY555
Activity Score 582
Graphic Designer at rachana sansad college of applied art, mumbai.
Andrey Vaslit's picture

I got it 100% reading comments. But the first thing I understood was "he goes away, she gonna wait a lot"
"Last longer" "ok there's a long wait with an useful battery for the long wait"
I liked the vibrator idea x3
Like execution, anyway.

Andrey Vaslit
Activity Score 210
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