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Published/Aired: 
April 2008
East Hudson Fellowship Print Ad -  Hell

Description

Print advertisement created by Shakespeare's Villains, India for East Hudson Fellowship, within the category: Other.

Caption

If you don't want to come for the camp you can go to hell. Really.

Advertising Agency: Shakespeare's Villains, New Delhi, India
Art Director / Copywriter / Illustrator: Udayan Chakravarty
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thirty6chambers's picture

what. the. hell.

thirty6chambers
Activity Score 1464
Art Director
curly's picture

Ok I just couldn’t resist commenting on this, I can imagine the outrage. But what most people are misinterpreting is actually a very Indian statement. In urban India it is very common to use the phrase ‘go to hell’ as in “If you aren’t going clubbing with me then go to hell”. Only here it is taken literally.
As a Christian and an Indian I can only see humour in it, I had a wide smile on my face.

No I will not go for this camp (for it’s in another city) or any camp of this sort. But I think it has added some humour in what is otherwise very dull and preachy. I see no wrong.

Also I have read innumerable comments by some chronically sarcastic people, before one comments I strongly recommend one should get acquainted with the cultural nuances of that country/society. Now I don’t want to play Kofi Annan here, but seriously guys keep your childishness in your tiffin box (yet another cultural nuance you may not understand).

PS: This is not in reply to you thirty6chambers (interesting id) i just replied to your comment so mine would be on the top, well actually below right at the top. :)

curly
Activity Score 68
Copywriter
tantrik_indian's picture

Totally dumb. The worst kind.

tantrik_indian
Activity Score 953
Copywriter |

~~this paranoid survived!~~

Big Friendly Monster 822's picture

i'm a christian and this ad just went overboard telling people they'll go to hell over a christian youth camp...And being published with bitch word with associating it with a religious matter. Hey guys, don't freaking convert people with their religious views by telling them if we don't believe, we'll all go to hell....it's free will...n more over it's a youth camp, reading this crap. More over the art direction really is really bad.

Big Friendly Mo...
Activity Score 159
Art Director
john doe's picture

Hey Mr. Upputuru,
I think you should talk to your art director, your copywriter and your illustrator about multiple personality and silly ads.

john doe
Activity Score 1571
Art Director
Guest commenter's picture

A Christian here too but this work is just tasteless.

Guest commenter
SeanMartin's picture

IMHO, it's not more offensive than some of the religious right's "advertising" in the US: this is positively tame by comparison. But the font choice? The illustration? The layout? Send it all back.

--------------------------

No, I am not a media buyer.

SeanMartin
Guest commenter's picture

Can we see your amazing work sometime? You must be swimming in ad awards.

Guest commenter
Crisp One's picture

blah blah blah.....

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

c'mon… don't be so harsh on this. how the hell you'd approach to teen kids and invite them to a bible camp, eh? this is funny. the ad is a junkie, but its still funny…

copycomoelcopi
Activity Score 822
Copywriter
coolcatdaddy's picture

One that does not study the Bible goes to Hell.

In this case, Hell is a prison where small Hell children have free reign to terrorize adults with adorable drawings of torture, despair and cell phone use and make the adults tape the drawings to their Hell refrigerators filled with hot molten Hell lava instead of beer and foodstuffs.

coolcatdaddy
Guest commenter's picture

so so so so so bad.

Guest commenter
sneakyhands's picture

a whole week of listening to the people that approved this ad? sign me up!

this doesn't come anywhere near smart or responsible advertising.

sneakyhands
Activity Score 1857
Copywriter
Guest commenter's picture

One of the best creative agencies in India did this???.....strange.

Guest commenter
STRTLRS's picture

I'd rather listen to the umbrella song repeatedly than see this ad again. Really.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

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

Crisp One's picture

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

Your all-powerful god is so weak he has to resort to petty, childish threats to get worshipers?

Sad. Truly sad.

Warren
SeanMartin's picture

Not my God. Just the people who pretend to speak in His name. But thanks for playing.

--------------------------

No, I am not a media buyer.

SeanMartin
Guest commenter's picture

hey u think tats funny?yr mum believe in yr god?yr grandma mayb?if not they're all going to hell!

Guest commenter
Guest commenter's picture

hey u think tats funny?yr mum believe in yr god?yr grandma mayb?if not they're all going to hell!

Guest commenter
Guest commenter's picture

Why do you guys have to resort to bickering?

The use of the word Camp in the ad is probably an umbrella word to cover the activities that one would do at a camp.
The homepage of the site states the reason we go to camp is to "get away from the fuss, the buzz and the noise of a restless city and the heat of a merciless sun." With that in mind the headline takes on a new meaning when read again. The headline is trying to convey, through the use of irony that individuals should come to this camp to get away not because they are a Christian.

The ad however sucks because it doesn't get the unique selling proposition across quickly enough for the consumer.

If anyone disagrees please voice your opinions because I have a few theories on what the purpose of that little guy in the bottom left is.

Guest commenter
Guest commenter's picture

Why do you guys have to resort to bickering?

The use of the word Camp in the ad is probably an umbrella word to cover the activities that one would do at a camp.
The homepage of the site states the reason we go to camp is to "get away from the fuss, the buzz and the noise of a restless city and the heat of a merciless sun." With that in mind the headline takes on a new meaning when read again. The headline is trying to convey, through the use of irony that individuals should come to this camp to get away not because they are a Christian.

The ad however sucks because it doesn't get the unique selling proposition across quickly enough for the consumer.

If anyone disagrees please voice your opinions because I have a few theories on what the purpose of that little guy in the bottom left is.

Guest commenter
Gruen's picture

Why do you guys have to resort to bickering?

The use of the word Camp in the ad is probably an umbrella word to cover the activities that one would do at a camp.
The homepage of the site states the reason we go to camp is to "get away from the fuss, the buzz and the noise of a restless city and the heat of a merciless sun." With that in mind the headline takes on a new meaning when read again. The headline is trying to convey, through the use of irony that individuals should come to this camp to get away not because they are a Christian.

The ad however sucks because it doesn't get the unique selling proposition across quickly enough for the consumer.

If anyone disagrees please voice your opinions because I have a few theories on what the purpose of that little guy in the bottom left is.

Gruen
Guest commenter's picture

Why do you guys have to resort to bickering?

The use of the word Camp in the ad is probably an umbrella word to cover the activities that one would do at a camp.
The homepage of the site states the reason we go to camp is to "get away from the fuss, the buzz and the noise of a restless city and the heat of a merciless sun." With that in mind the headline takes on a new meaning when read again. The headline is trying to convey, through the use of irony that individuals should come to this camp to get away not because they are a Christian.
The ad however sucks because it doesn't get the unique selling proposition across quickly enough for the consumer.
If anyone disagrees please voice your opinions because I have a few theories on what the purpose of that little guy in the bottom left is.

Guest commenter
Crisp One's picture

press "Post Comment" once guy.

Crisp One
Activity Score 2005
Other at New York
Big Friendly Monster 822's picture

Thanks for the multiple repeats of what you want to say. I think you can just post it once and the people can read. Chill out!

Big Friendly Mo...
Activity Score 159
Art Director
partho sengupta's picture

this is the worst from Ogilvy India...take a bow guys

partho sengupta
whitewhite's picture

Now lemme tellu guys...I Just fell head over heels in love with this ad. And a big hand to one who wrote the 'job in shell'
And to others, If youmpeople believe No Smoking ads won't persuade smokers to absatin from that habit, how can u expect a hard selling ad for this religion stuff. As far as i understand, this ad aims just to tell people there's a summer camp. And what other way to execute it. But doesn't this ad seems to be one aiming at kids and not youth?

whitewhite
Activity Score 251
Copywriter
brc912's picture

I think I'd rather go to hell... This ad is aweful

brc912
Activity Score 105
Graphic Designer
Guest commenter's picture

I quite like the ad actually...its not about the hurting people's religious sentiments but merely a very loud way of telling people to attend a camp.

Guest commenter
whitespace's picture

this is a sad ad on so many counts.

whitespace
Activity Score 1953
Creative Director
Guest commenter's picture

As a Christian myself,I can say that this ad violates the very essence of Christianity - love for the other person, and telling someone to go to hell literally or not is NOT love. And I'm an Indian, and "Go to hell" is used in India in a disparaging sense and none else.

Cheers.

Guest commenter
delhi bible fellowship's picture

I am the Director of Youth Ministry at Delhi Bible Fellowship, the church whose name is on this poster. Please consider this to be an official statement from the church regarding this poster.

In the summer of 2008, we organized a youth camp called "Walk on Water" and were in need of someone to design a poster for publicity. One of the many people who attend our young adults fellowship and works in an advertising agency offered to help and I agreed to have him design a few posters.

The above poster was one the designs given to me. Please note that the poster was rejected immediately and it was never used in publicity! We rejected it on many grounds. We disagreed the condescending attitude, the irreverent tone, the use of profanity and the disturbing spirit and message of the poster. It solely reflects the creativity of the designer, not the church.

Furthermore, it was the designer's initiative to put this poster up online and it was done without informing the church, and most certainly without the church's permission or approval. We are deeply disturbed by the fact that this poster might be seen as reflecting the views, the method, the spirit, the values and the heart of this church. I would like to state that it does not reflect any of the above by any stretch of the imagination!

The Bible says in 1 Peter 3:15, "...Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have. But do this with gentleness and respect..." This is the manner in which we seek to communicate with those who disagree with us, not in the manner that this poster does.

It is an unfortunate situation because the designer is a gifted and talented artist and a much valued member of our group. The church only recently discovered that its name has been associated in this way on this poster. We have immediately spoken to the designer and urged him to have it removed immediately!

We apologize to anyone who might be justifiably offended by such a poster. We are equally, if not more offended, by the poster's association with our church. It was careless and irresponsible for this poster to be uploaded without the church's permission and I assure you if the church was approached with a request for this to be uploaded, it would have been flatly refused without apology.

Akshay Rajkumar
Director, Youth Ministry
Delhi Bible Fellowship

delhi bible fel...
Crisp One's picture

its not that big a deal

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

Yes it is a big deal. Advertising is that powerful, especially when misused.

whitespace
Activity Score 1953
Creative Director
Crisp One's picture

but if your free from the illusion of religion, its not.

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

I would have to second what CURLY said about Go to hell being a commonly used phrase.. I wouldn't necessary restrict it to being a phrase used in India alone though... I know a lot of people who use it commonly..

I see no wrong in it.. I actually did smile...!

And "Go to hell" is not used in a disparaging sense so stop stirring shit up...

It's just an ad, changes nothing in the course of life so ease off people..!

Skor
Activity Score 208
Copywriter
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