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Do knot forget

Agency Network: 
Published/Aired: 
January 2010
Ford Print Ad -  Do knot forget

Description

Print advertisement created by Ogilvy, Germany for Ford, within the category: Automotive.

Caption

Do knot forget: Bluetooth® comes with every new Ford model.

Advertising Agency: Ogilvy Brand Center, Düsseldorf, Germany
Creative Director: Bernd Grellmann
Art Director: Lars Ecker
Copywriter: Miriam Ravagni
Photographer: Lars Ecker
Client Service Director: Sven A. Crone
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Highest Rated

thetaoengine's picture

Let me explain why I disagree. While bad puns make us creatives cringe with the sanguine taste of a being done a million times... They ABSOLUTELY connect with the general market. It creates a mental anchor-point and a connection the average person can latch onto to imbed your clients' brand into the conscious mind. Advertising lest we forget is, in the end, RESULTS driven. I spend all day with creative egos dying to make the coolest most original "addy-worthy" piece only to find it zing right over the heads of their intended markets. Sometimes what the masses respond to and what makes the "holy council" ooooh and aahhh at the award banquets is seldom the same. I know PLENTY of agencies that have lost brand momentum even after winning spreads of awards not long before. just something to noodle over.

thetaoengine
Activity Score 6
Creative Director at Zimmerman & Partners Advertising |

Creativity requires the courage to let go of certainties.

grog's picture

Impressive

grog
Activity Score 16

Jack of all trades, master of none, though oftime better than master of one.

jackmancer2017's picture

Hehe smart ;p bravo

jackmancer2017
ylonmc's picture

oh man this is genius!
10*

ylonmc
Activity Score 59
Esmoriz
Constantin.01's picture

not really.

Constantin.01
Activity Score 66
billjob's picture

Great idea.

billjob
Activity Score 35
mikeelrapido's picture

10/10, funny, great, engaging (you may watch this for long minutes..) - congrats! :)

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

artmanintoronto's picture

Since when are bad puns good advertising? Or is it suddenly the 1980s again?

artmanintoronto
Activity Score 9
sloppy4's picture

i don't get it. what's ford have to do with knots?

sloppy4
Activity Score 1492
Marlus Lau's picture

It's not about Ford, but the bluetooth.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
Marlus Lau's picture

Great!!!

Awesome ad! Not new, that's right, but still good.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
badvertising's picture

agree with artmanintoronto puns are just not a good idea. This is a little cringe worthy.

badvertising
Activity Score 66
Copywriter at Y&R San Francisco
thetaoengine's picture

Let me explain why I disagree. While bad puns make us creatives cringe with the sanguine taste of a being done a million times... They ABSOLUTELY connect with the general market. It creates a mental anchor-point and a connection the average person can latch onto to imbed your clients' brand into the conscious mind. Advertising lest we forget is, in the end, RESULTS driven. I spend all day with creative egos dying to make the coolest most original "addy-worthy" piece only to find it zing right over the heads of their intended markets. Sometimes what the masses respond to and what makes the "holy council" ooooh and aahhh at the award banquets is seldom the same. I know PLENTY of agencies that have lost brand momentum even after winning spreads of awards not long before. just something to noodle over.

thetaoengine
Activity Score 6
Creative Director at Zimmerman & Partners Advertising |

Creativity requires the courage to let go of certainties.

CurryJ's picture

To give such a smart idea the benefit of doubt...perhaps the 'do knot forget' bit was the client's contribution?

CurryJ
Activity Score 953
Copywriter |

================================================
I think; therefore I am

quokkies's picture

Its smart, impressive

quokkies
Activity Score 251
Art Director at Leo Burnett Viet Nam
chris myles's picture

totally awesome.

chris myles
Activity Score 429
Napier University
paketa's picture

Love how they display knots and make you think of in negatively
Yep, its genius

paketa
Activity Score 618
JWT Cairo
funky_frogii's picture

wonderful......ha ha ha

funky_frogii
Activity Score 2538
Graphic Designer at Graphic designer. |

Infected by a virus called CREATIVE | "And ya I Love Everything"
http://addot.blogspot.com | http://creativecreepers.blogspot.com

djinnn's picture

I applaud to the idea and art direction, but the pun (the lowest form of humor) denominates it for me. I mean, the ad is so great that it hurts to see such a violator.

djinnn
Activity Score 39
Tarji's picture
Tarji
Activity Score 3
Copywriter
kurtberengeiger's picture

I'm not quite decided on which is more embarrassing; the horrible pun in the copy or the fact that the advert's already been done...

kurtberengeiger
Activity Score 7323
Copywriter
Abhilasha Thackur's picture

but which one of panasonic???

Abhilasha Thackur
Activity Score 30
Deloitte U.S- India |

Abhilasha Thackur

alexander_bickov's picture

Done

alexander_bickov
Activity Score 3279
HV's picture

Fantastic!

(but would have loved it more if it was apple launching a proper bluetooth headset...)

HV
Activity Score 212
Art Director
Spoonfeederxxx's picture

Would have been better if it focused more on the outdoor and 4x4 truck range...

Kind of makes more sense...

Spoonfeederxxx
Activity Score 641
Copywriter
flavourfish's picture

Nice

flavourfish
Activity Score 125
Byavisen Bergen
Nicolae Chiris's picture

Well done. :)

Nicolae Chiris
Activity Score 18
Photographer at Romania
brandfx's picture

Bluetooth is about wireless... so I don't get the wires or the knots. Somebody fill me in.

brandfx
Activity Score 14
agwbl's picture

I would have given this more stars if it weren't for the horrible pun in the copy.

agwbl
Activity Score 304
headoffice Communication's picture

innovation discovered

headoffice Comm...
Activity Score 196
Graphic Designer at 37/B Indira Road, Ground Floor, Farmgate, Dhaka-1215, Bangladesh
Hibon's picture

This is not done, this is well done. Great work for a car brand.

Hibon
Activity Score 3734

Simple ideas are the best !

mosho's picture

very nice idea and it is understandable which is in my opinion gonna reach alot of peaple :)
great job

mosho
Activity Score 298
Graphic Designer at Graphic designer |

Mohamed El Mahdy
www.sketchescs.com

cinnamatron's picture

Truly solid execution. Simple. Smart. Direct. And it's for Ford, so you get like a million props. If only Ford domestic was doing print worthy of comment.

cinnamatron
Activity Score 7
Copywriter
cinnamatron's picture

Truly solid execution. Simple. Smart. Direct. And it's for Ford, so you get like a million props. If only Ford domestic was doing print worthy of comment.

Bryan
http://crackade.blogspot.com

cinnamatron
Activity Score 7
Copywriter
Constantin.01's picture

wow a gold idea. done better before. boooring

Constantin.01
Activity Score 66
nicewithfish's picture

The granny knot and the square knot are the same, and it's actually a reef knot.
Good idea, get the point... Awful pun (sounds like Fords contribution).

nicewithfish
Activity Score 3
harv's picture

The granny knot and the square knot are the same, and it's actually a reef knot.

Actually, no, they're not. Look at the standing part and the working end on each side - in the reef (or square) knot they emerge parallel and together; in the granny they are separated by the loop from the other part. That is the vital difference.

But...

The so-called sheet bend (single) IS actually a reef knot with a misplaced working end - it should tuck only under its own standing part as in the multiple sheet bend below, which is finished correctly.

And the so-called square knot or reef is actually a thief knot, since the working ends emerge on opposite sides: the trans- rather than cis- isomer of the same knot structure, for the chemists among you!

AND the surgeon's knot is inverted - the double overhand should be tied first; the single locking it in place. As shown, it will slip, even used as a binding knot.

Same goes for the tiller's hitch (surely just a slipped sheet bend?) - imagine pulling on the standing parts: you'll slip the bight and spill the whole darn thing! Should have the jack end of the wire leading to the loop.

Also, any knot tyer should know in any case that a reef is NEVER used as a bend as shown (to tie two ends unsupported), but only as a binding knot (around a package), and to tie it in two dissimilar materials (or as shown with this thief knot, granny and surgeon's knot) is just plain wrong.

Harv

"A knot is never "nearly right"; it is either exactly right or hopelessly wrong, one or the other; there is nothing in between."

The Ashley Book of Knots, p.18

harv
Activity Score 2
paumarques's picture

bona execució, però aquesta idea no és nova.

paumarques
Activity Score 1312
Copywriter |

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

sahilosophy's picture

I liked it, for the tangles one encounters while driving car. But after seeing the Panasonic ad, i'm speechless! Exact replica!

sahilosophy
Activity Score 75
Copywriter
Najem's picture

Awsome!!! but somehow shows ''mac'' as the complicated

Najem
Activity Score 18
Leo Paul James's picture

the art direction isn't up to the mark...that white patch...doesn't look nice.....and the execution could have been better....but a really really good idea.!!

Leo Paul James
Activity Score 22
Mumbai
djil_achour's picture

Great !

djil_achour
Activity Score 5
Creative Director
tchifi's picture

Wonderful insight ;-) I like it a lot

tchifi
Activity Score 164
Creative Director
raavigeorgian's picture

sarcasm at its best...

raavigeorgian
Activity Score 2444
Art Director at New Delhi
Guest's picture

Does it man without ford we will struggle with untying earphone cables?

Guest
partho.sarkar's picture

awesome...wht more to say.... ;-)

partho.sarkar
Activity Score 78
Girlfireice's picture

Clever!

Girlfireice
Activity Score 254
Copywriter at Trainee
murrey87's picture

Absolutely genius.

murrey87
Activity Score 34

Shiply on Smart2020.org

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